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.
Partnership operations to convert a broad intent into coherent, activatable alliances with clear visibility and measurable counter-parties. Method framing (objectives, audiences, risk review and a scoring matrix), then opportunity mapping and prioritisation. Qualified introductions, contract and rights safeguards (deliverables, usage rights, exclusivities, exit clauses) and delivery of a multi-channel activation kit to avoid logo-only deals.
The pipeline mapped 65 potential partners; 20 qualified approaches were conducted, leading to 3 structured partnerships, i.e. a 30.8% approach rate and a 15.0% conversion from approach to signature. Activation planning covered 18 deliverables, with 15 executed, corresponding to an 83% counter-party fulfilment rate; 2 of 3 partnerships were renewed. The programme was tracked through a dashboard covering approach-to-signature conversion, deliverable completion, visibility inventory delivered and partner feedback. Estimated partnership value secured (cash and in-kind rights and inventory): EUR 720,000.
