Maison BETC is redefining what it means to craft luxury communications in a transatlantic world. In this conversation with AdForum, Clément Boisseau, Global Chief Strategy Officer, shares how the agency marries Parisian artistry with American cultural fluency—creating campaigns that are as refined as they are resonant.
How would you describe the positioning of Maison BETC in the US market?
We sculpt the future of luxury advertising by intertwining the sophisticated French art of craft with the vibrant essence of American culture. Every campaign, every narrative, every visual we create is a testament to our commitment to resonant elegance and cultural pertinence.
Does Maison BETC operate as a natural extension of BETC Paris, or does it maintain an independent tone and approach in the US market?
Maison BETC operates as a natural extension of BETC Paris, capitalizing on the savoir-faire and strategic excellence of our Parisian heritage while maintaining a deep understanding of the US market. This blend is reflected in our diverse client portfolio: we serve French brands seeking to strengthen their footprint in the US, as well as US brands seeking to elevate their communication and branding with authentic luxury sensibility. Our approach preserves the sophisticated aesthetic and strategic rigor that defines BETC Paris, while thoughtfully adapting these principles for American audiences.
Given BETC's rich heritage of craftsmanship and creativity, how do you maintain and evolve that culture at Maison BETC while adapting to the demands of the US market?
At Maison BETC, we cultivate our creative heritage through a deliberate fusion of French artistic sensibility and American cultural understanding. Our team comprises talent from both continents, creating a unique creative ecosystem where European craft meets American market expertise, allowing us to identify distinctive cultural territories that brands can authentically own. Our balanced approach enables us to deliver work that's both culturally elevated and commercially effective.
How do you approach collaboration within the BETC network, particularly when working on specific campaigns or with key clients? And how does this influence the way you operate in the US? Can you provide an example?
We operate as a boutique creative agency with a leadership team that fosters seamless collaboration across the BETC network. Our structure features a strong front office of strategists, account services, and creative talent under the leadership of Florent Imbert, Chief Creative Officer.
The integration between offices is particularly valuable when addressing global markets. Clement, Global Chief Strategy Officer, serves as the connective tissue between Paris and New York, co-leading the luxury practice across Maison BETC (New York) and BETC Etoile Rouge (Paris) while strengthening strategic planning capabilities throughout the entire BETC group.
This collaborative model allows us to maintain our distinctive New York perspective while accessing the broader network's expertise when projects benefit from cross-cultural insights. For example, when working with luxury clients targeting both European and American audiences, we can deliver communications that resonate authentically in both markets while maintaining a cohesive global brand position.
