Gant Appoints BETC Paris as New Lead Creative Agency

American sportswear brand GANT announced that it has hired BETC as its new lead creative agency. GANT will launch its first campaign with the agency in 2015. “Choosing BETC as a creative partner is both a natural and strategic decision for GANT. BETC has helped our sister companies for some time now with excellent results.

The addition of Creative Director, Filip Nilsson, to that mix made the choice quite easy. The ideas that BETC delivered were as strong creatively as they were strategically sound. We are looking forward to embarking on a very strong branding future together with BETC.”, said Caroline Roth, GANT's Global Marketing Director.

Claus Lindorff, General Director of BETC Luxe, agreed, adding ”BETC has proven once again its ability to attract major international brands.” BETC is part of the Havas Network, one of the world’s largest global communications Groups, and is the 8th most awarded creative agency in the world (Gunn Report).

The collaboration will begin with a groundbreaking campaign, set to launch in 2015 in more than 60 markets.

Filip Nilsson, CD and Vice President of BETC added, “It’s an authentic American brand that has turned into a European success story with over 750 stores worldwide. Now it’s time to take GANT to the next level, globally, and it feels fantastic to be onboard. We have a great story to tell.” Bertille Toledano, President of BETC, was equally pleased, reinforcing BETC’s excitement to be working with the brand, ”Gant is an authentic brand with a distinguished history and an iconic shirt. It encompasses all of the elements of a charismatic brand.”

The announcement of the new agency is just one of a series of recent global announcements from the American brand. Last fall Roth, formerly Senior Director of Marketing and Global Brand Management at Ralph Lauren, with a strong past in ad agencies (TBWA Paris, Publicis WW, SelectNY, Mad Dogs and Englishmen amongst others), joined GANT as Global Marketing Director. GANT also announced the recent hire of Patrik Nilsson, former CEO of Adidas North America, as new CEO of GANT worldwide, effective August 2014.