Rémi Babinet, the founder and president of the BETC agency, invites us into the intimacy of his creative process with his work “No advertising thank you”.
After revolutionizing the advertising industry by selling everything from yogurt to cars to underwear, he's tackling a new challenge: selling his own book. But behind this simple transaction lies a profound reflection on Art, communication, and the place of agency in the modern world.
In this work, Babinet immerses us in the world of creation, where the boundaries between art, technology, design and advertising are erased. A world where creative thinking is not just a question of ideas, but a real engine of transformation of societies, businesses and cultures. By retracing his journey and that of his agency, Babinet invites us to discover behind the scenes of a creative company that has become a global reference, elected in 2024 the most creative agency in the world by WARC.
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Advertising as a school of language
Far from the clichés associated with advertising agencies, “No advertising thank you” presents BETC as a true school of language, where each image, each word, each idea is a vector of perception and transformation. Rémi Babinet questions the art of forging perceptions on a global scale, and above all, of making them relevant in a world where forms of communication are multiplying and diversifying.
Far from being content with selling products, BETC, under the direction of Babinet, has been able to reinvent the creative approach by integrating a dose of rigor and freedom. The author poses the central question of modern advertising: “How do you make a message resonate in a time where everything moves so quickly, but where everything must also be thought through?” And it’s this tension between reflection and responsiveness that makes BETC’s advertising both an aesthetic and strategic experience.
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Creative leadership according to Rémi Babinet
Another essential dimension of the book is the exploration of creative leadership. Rémi Babinet delivers his unique vision of agency management, combining artistic excellence and commercial pragmatism. As founder of BETC, he has always worked for an approach where creation is not just a product, but a living process that must adapt, evolve and above all, innovate.
In his book, Babinet returns to the importance of the role of the leader in a creative company: “Creative leadership is not just about ideas, but about managing ambiguity and transformation”. BETC does not just create advertising campaigns, it redefines the identity of brands through an artistic prism. Each project becomes a new opportunity to shake up conventions, to question the rules of the game and to reinvent the way of communicating.
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Between architecture, design and creation
This book is not just a reflection on advertising; it also addresses topics like architecture and design, which are central to BETC's creative approach. Rémi Babinet talks about the importance of experimentation, whether in the creation of buildings, in the restoration of old buildings, or in the design of new work spaces. He emphasizes the need to question the conventions of architecture and design, in order to stimulate creativity within the company itself.
It is through this angle that the author questions the transformation of Paris, his city, and the place occupied by places of work and creation in this constantly evolving metropolis. Far from stopping at simple functionality, Babinet discusses the way in which each construction project becomes a work of art in its own right, capable of inspiring and nourishing the creative thinking of teams.
Art, culture and the transformation of society
Finally, “No advertising thank you” addresses the place of art in society, a theme that has always been dear to Rémi Babinet. From the creation of BETChe became involved in ambitious cultural projects, such as the Passage du Désir or the Magasins Généraux in Pantin. These places of research and exhibition are an integral part of its approach to creation, where advertising rubs shoulders with art in all its forms.
The book highlights how BETC became involved in artistic projects outside the framework of commercial advertising. Babinet defends the idea that advertising must be a field of cultural experimentation, where art, technology and reflection meet to generate new ideas. This is how the agency was able to broaden its influence, becoming a full-fledged player in the contemporary cultural scene.
Conclusion: Reflection and irreverence
With “No advertising thank you”Rémi Babinet offers us more than a simple work on advertising. It invites us to rethink our relationship to creation, art and communication in a constantly changing world. Through a series of deep reflections and incisive analyses, he shows us that advertising, far from being a simple commercial tool, is a powerful means of transforming society, questioning our perceptions and reinventing our way of communicating. .
If you are curious to discover the fascinating world of BETC and Rémi Babinet, this book is essential reading. A dive into the mind of a creative who doesn't just follow trends, but creates them.
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