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BETC Launches New Office in Los Angeles

09/10/2017
Advertising Agency
Paris, France
388
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Californian outpost will be lead by strategist Clarisse Lacarrau
BETC LA, a new Los Angeles-based enterprise funded by the BETC and Havas networks, opens as a new breed of company created to accompany societal change by bringing the worlds of business and culture together. Led by strategist Clarisse Lacarrau, BETC LA presents a new type of business opportunity for our industry, brands, creators and artists - from chefs, musicians, and designers to actors and directors - disrupting the traditional, often too commercial relationship between talent, corporations and agencies. Thanks to BETC LA, those skilled in creative activity will receive exactly the right type of support to create and produce purposeful ventures, therefore generating additional value to their creative legacy.

BETC LA’s business model will explore variables on partnership and ownership, from IP contracts to new types of licensing agreements, to create and produce new types of cultural objects - from food and fitness platforms to movies and publishing.

“Society is facing significant transformation. Brands have been kicked out of the conversation. Artists and creators own it - they can mobilise people and create impact. It’s the right moment to bring both parties together,” says Clarisse Lacarrau, Managing Director of BETC LA. 
“The ad industry model is dying. We need to challenge the way we do business, our output and practices, and the way we work with talent, to bring value back to our industry.”

Lacarrau brings over 15 years of experience working in the start-up, advertising and music industries in France and the US, working with global brands such as McDonald’s, Lacoste, Google and Ubisoft. Her entrepreneurial, strategic know-how sees BETC LA combine strategy with production and creative upfront, ensuring that business and cultural objectives are embedded in all processes, to get optimum results for all project partners. 

“California's revolutionary contribution to culture, in particular popular culture, is at one of its most crucial moments in history," continues Lacarrau. "We are thrilled to support Los Angeles’ vibrant creative community with the opening of BETC LA. The city is an ideas laboratory for our industry - the ideal location to test new business practices and ways of collaborating to meet society’s increasing challenges in a sustainable, creative way."

To exemplify BETC LA’s mission, the new company’s launch is marked by the co-creation and production of online fitness platform LA Dance Workout and La Dance Magazine, developed in close collaboration with Benjamin Millepied and his L.A. Dance Project. 

From October 7 2017, fitness and dance enthusiasts in the U.S. will be able to sign-up and experience elegantly crafted workouts, choreographed and led by the energetic, graceful and creative dancers of the L.A. Dance Project.

By no means any ordinary business partnership, LA Dance Workout’s intellectual property is split equally between BETC LA and L.A. Dance Project. The new fitness platform bridges the frontiers of well-being and culture. The 31 interactive workouts emphasize the art of movement, beautifully capturing some of today’s best dancers against the spectacular backdrops of Los Angeles. From the beginning, the LA Dance Workout product and assets were developed in a way to ensure a personalised dialogue with the target audiences, placing PR and social media at the heart of the creative and strategic process.

“I have long wanted to open up the benefits of dance to a wider audience, so that everyone can enjoy that incredible feeling of joy, well-being and freedom that dance and exercise can bring,” says Benjamin Millepied. “My partnership with BETC LA has allowed me to co-create and realise the LA Dance Workout platform, and kickstart our mission.”

In the same effort to make dance accessible to all, La Dance Magazine - an online magazine to promote knowledge on the art form - launches simultaneously with LA Dance Workout. Also conceived by the LA Dance Workout team, La Dance will feature news and interviews, as well as articles and performance archives.

Culture is very firmly at the heart of everything that BETC does: from the creation of the campaign for Paris’ successful Olympic Games 2024 bid, its role in Greater Paris’ development with new location Les Magasins généraux, the creation of the POP RECORDS record label, to collaborations with artists like Michel Gondry, Woodkid, the Chemical Brothers and Xavier Veilhan for the 2017 French Pavilion in Venice.

The opening of sibling company BETC LA is the logical progression of BETC’s longstanding role as a driver of cultural transformation for brands such as Air France, Lacoste and evian. BETC has always been skilled in setting brands in tune with pop culture, as culture should be a brand asset.

“BETC welcomes BETC LA to the family. The new company represents an important step in BETC’s evolution and defies advertising’s status quo. I can’t wait to see what Clarisse’s strategic vision and entrepreneurial drive, combined with BETC’s cultural DNA and Vivendi’s global multimedia expertise, heralds for our industry,” concludes Rémi Babinet - President-Founder and Creative Director of BETC.

Credits
Work from BETC Paris
Play Grounded
Lacoste
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