Créons l'avenir
Country : France
Year of establishment : 1994
Based in the Magasins Généraux in Pantin, BETC is one of France’s most awarded communications agencies. It brings together strategists, creatives, directors, designers and engineers to build brand ecosystems mixing advertising, design, product innovation and culture. BETC is behind iconic campaigns - Evian “Baby”, Lacoste “Life is a Beautiful Sport”, Air France “France is in the Air” - combining emotional storytelling with measurable business impact. Its “House of Creativity” model includes BETC Fullsix (digital), BETC Stories (long-form content), BETC Design and BETC Corporate. Committed to diversity, gender equality and sustainability, the agency applies an inclusion charter, a low-carbon plan for productions, and supports local artistic creation. Its purpose is to push the boundaries between brands, culture and society to invent communications with positive impact.
For BETC, the goal was not to “do partnerships” on an ad-hoc basis, but to turn a diffuse intention - having a stronger presence in its ecosystem - into alliances that are coherent, activatable and visible. Trois Actes led a three-month intermediation mission, using “Créons l’avenir” as a lens. The first building block was methodological: clarified objectives (image, market access, ESG engagement, recruitment), priority audiences, risks (brand safety, competition, governance), and an opportunity evaluation matrix. A mapping of 65 players was produced, followed by 20 qualified introductions. On contracting, Trois Actes acted as a trusted third party - clarifying deliverables, usage rights, timelines, exclusivities and exit clauses - to secure relationships and avoid “logo-only” deals. Activation was designed as a multi-channel scenario, with an activation kit delivered to partners. Result: three structuring partnerships finalized and a roadmap to consolidate and sustain the alliances.
