Rémi Babinet

BETC, a French advertising agency, was co-founded by Babinet in 1995.[8] Babinet has spoken extensively about what he believes sets BETC apart from other agencies. In an interview with Brazil's Meio & Mensagem publication, he claims the difference stems from two things: "The first is that we do not have a creative process formalized: No rules, no preconceived ideas." The second is that they "do not believe in the culture of globalization, a mold that fits all. We believe that a strong brand globally needs to have powerful roots."[9] Building on that last idea, Babinet has said BETC makes a conscious effort to separate itself from how people perceive the French, a culture he calls "unique" but something people either "love or hate". He considers BETC an "international brand" that retains a French identity because of its work with renowned French brands, such as Air France, Evian and Lacoste.[10] On advertising in general, Babinet has said he finds "simplicity is the most difficult of all to achieve."[11]

He believes that advertising should engage with the world around it, creating new ways with which to interact with society and consumers. He has consistently challenged the traditional limits of advertising, opening up his agency to new creative fields and emerging talents: organisation of the mythic Panik parties with BETC POP, creation of the label POP Records, publishing of the book Graffiti General, programming of new spaces such as the gallery Passage du Désir and soon a new creative space open to the public in the Magasins généraux in Pantin,With his influence,BETC has pushed the boundaries of advertising and has become a cultural and artistic driver. Creative Review defined it as “also an ad agency”.

In 2008, Babinet wrote the book ‘BETC Paris’, distributed by BIS Publishers. The book is an overview of BETC's trajectory, work and agency culture, with a special focus on its efforts in music, fashion, design and photography.[12]

BETC London was opened in 2011, beginning the process of expansion of BETC Network. In 2014 BETC São Paulo was opened, meeting the expectations of success in the local market.

Babinet continues to act as Global Creative Director for several of BETC's largest clients, including Air France[13] and Evian,[14] whose “Rollerbabies” campaign was listed in the Guinness Book of World Records as the most-viewed online ad to date (45,166,109 views at the time of its 2009 distinction).[15]

In July 2016 BETC moved to Les Magasins généraux in Pantin, a building dedicated to creation and innovation. BETC and in particular Rémi will take a major role in the rehabilitation of the city with a great involvement in cultural and social activities for the inhabitants of its new Greater Paris area.