Rémi Babinet cofounded BETC Paris in 1994. He conceived and wrote this book in tribute to the agency’s unique vision and work, with the message that successful global brands are necessarily anchored in local culture. BETC has been ranked Most Creative Agency 11 times in 14 years and has globalised at the same time as its clients (Air France, Peugeot, Evian…). The agency signs projects that go beyond traditional advertising – in architecture, design, music, contemporary art - bringing to BETC a creative, urban connectedness with Paris and Europe that helps nourish, in turn, the global brands for which the agency works.

The large format is inspired by the 30x30 cm dimensions of a vinyl record, reflecting BETC’s commitment to showcasing musical talent. With a signature Air France campaign, the cover evokes Parisian elegance transported to a remote town somewhere in the world. The 380 pages are divided into four sections - Architecture-Design, Advertising, Panik, Passage du Désir - and page design is airy and fluid, encouraging the reader to meander between brands and creative universes. Fourteen short, key texts are translated into English, French and Japanese. Inserted into the back cover is a DVD of 200 vintage and contemporary TV spots.

BETC Paris was launched in France in December 2008 and distributed worldwide (except Latin America) from February 2009, in art, design and specialised bookstores, at the price of 74 Euros (85 USD). Despite tough economic times, the book has already sold strongly in France and only two months after its international release, the book’s Dutch editor confirms good sales in Asia (Japan, China, Singapore), Europe (France, Belgium, Netherlands, UK, Finland, Italy, Germany), Australia and US/Canada, with sales also confirmed in Iran! Excellent press reviews (trade and general) have been published in France, US, UK and Japan (see www.betcbook.fr for reviews).