BETC Euro RSCG ponders Asia launch

Remi Babinet, chairman of BETC Euro RSCG, said it has seen that it its job is not only to accompany western brands in Asia, but the major Asian brands in France as well. It aims to leverage its knowledge of the French market to create a bi-cultural agency that integrates Asian and Western talents to create a unique cultural mix.

“We can bring them our ability to work on structured and lasting brand platforms," Babinet told Campaign. "China and in particular Shanghai where luxury of the future is coming to light. As a French company we have understood how to accompany international luxury brands, we have acquired a passion for craft to serve the importance of ideas. It is this double structure, which we want to introduce to Asian brands for which, beyond wonderful images, cultural patrimony is breaking through.”

Besides Shanghai, it is also currently looking to expand its business to other countries, including markets in South America, where its know-how could find another niche.

BETC is behind some of the world’s most buzzed about campaigns like Evian’s 'Roller babies' and Canal+ 'Closet'. In infusing such creative culture in the broader Euro RSCG network, it means showing the way, pushing standards further to get the best, Babinet said.

“Being part of a network also means working together, on pitches for example. Pitches are really strong moments: people from different agencies, cultures, coming together to crack the brief, share ideas, debate on the work. It is the best way to infuse creative culture,” he told Campaign.

It is understood that the entry of BETC Euro RSCG would aim to compliment and not compete with Euro RSCG Worldwide's current operations in Asia-Pacific.