Still in Paris, sort of, BETC is opening an LA office (although it’s dipped a toe in the water before) with a new online fitness platform LA Dance Workout and La Dance Magazine, developed with Benjamin Millepied and his LA Dance Project.
Never one to do things the way others do, Havas/Vivendi-owned BETC says LA is a “new breed of company created to accompany societal change by bringing the worlds of business and culture together.” Over the years BETC has invested in a number of cultural enterprises.
BETC LA MD Clarisse Lacarrau (below with BETC co-founder Remi Babinet) says: “Society is facing significant transformation. Brands have been kicked out of the conversation. Artists and creators own it – they can mobilise people and create impact. It’s the right moment to bring both parties together.
“The ad industry model is dying. We need to challenge the way we do business, our output and practices, and the way we work with talent, to bring value back to our industry.”
Babinet says: “BETC welcomes BETC LA to the family. The new company represents an important step in BETC’s evolution and defies advertising’s status quo. I can’t wait to see what Clarisse’s strategic vision and entrepreneurial drive, combined with BETC’s cultural DNA and Vivendi’s global multimedia expertise, heralds for our industry.”