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When advertising rethinks its creative ideas

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Mercedes ERRA

President, BETC Euro RSCG agency, President, Euro RSCG Worldwide

Seminar Creation | Tuesday May 9, 2006 - 8h45 - 10h45

BETC is the leading advertising agency in France. It is also the agency which has won the most awards for its advertising campaigns, and was voted the most creative agency for eight consecutive years. Advertising Age called it the ‘European Agency of the Year’. To maintain development and remain creative, BETC Euro RSCG adopts simple principles. These include a belief in the value of brand names, the importance of dialogue, and respect for the consumer’s intelligence, and maintaining an international position. In the changing environment of advertising, BETC Euro RSCG deviates from traditional creative ideas by relying on an extensive understanding of brand names and consumers.

The entire article was written by:

Cédric VILATTE

Couverture Journal de L'École de Paris du management N°62

This session was published in issue n°62 of the Journal de l'École de Paris du management, entitled Entreprendre et administrer.

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