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1-4 February 2014
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For the last two decades, the music industry - like many others – has been driven by marketing imperatives. Today, the quest for audience is greater than the quest for talent. This isn't good for anyone, brands last of all. Only the defence of talent and a deep commitment to creativity will generate audience and engagement, and thus create long-term value and business for brands.
BETC (France)Havas (France)
Rémi Babinet is founding Chairman and Global Creative Director of BETC, leading advertising agency in France and Europe. He is also Managing Director of Havas.A graduate in philosophy, Babinet began his career as a copywriter at the French agency BDDP. In 1994, he founded with Eric Tong Cuong the agency Babinet Tong Cuong, backed by the Havas group. In 1995, they were joined by Mercedes Erra and the agency was renamed BETC.Since its foundation, BETC has held a unique place in the international advertising industry. Voted ‘most creative agency of the year’ 13 times in 17 years in France, BETC has carved out an original and resolutely modern brand image for its many global clients which include Evian, Air France, Peugeot, Canal +, Petit Bateau, Lacoste. In 2009, Rémi Babinet oversaw the conception and production of the ‘Rollerbabies’ campaign for Evian, which became the most viewed online ad of all time (as certified by the Guinness World Records – over 120 million views and counting). In 2010, the Gunn Report ranked BETC n° 2 most creative agency in the world, and the BETC film ‘The Closet’ for Canal+ was ranked most awarded film in the world for that same year. In 2012, the agency was voted ‘Agency of the Year’ by the New York Art Directors’ Club.
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