When advertising rethinks its creative ideas

• Mercedes ERRA
  President, BETC Euro RSCG agency
  President, Euro RSCG Worldwide
  

Summary

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.

Summary translated from French by Rachel MARLIN.

• The entire article was written by Cédric VILATTE.

To obtain this article, you can :

• download it in French (PDF help) using your password or contact ecopar@paris.ensmp.fr (Reference CR090506).

The entire article appears in French in the Journal de l'École de Paris du management N° 62.