BETC founder Babinet unshaken by rum and Coke moves

Remi Babinet, the founder and chairman of BETC, is confident in his agency's London arm despite bad news from key clients Bacardi and Diet Coke over the past week.

Diet Coke: has moved its North West Europe and Nordics account out of BETC London
Diet Coke: has moved its North West Europe and Nordics account out of BETC London

On 15 April Campaign reported that Bacardi had moved all of its global advertising and media into BBDO and OMD, meaning BETC London would no longer be the rum brand’s global ad agency.

At the beginning of this week (20 April), Diet Coke moved its North West Europe and Nordics account out of BETC London. The agency had held the account since 2012.

Bacardi and Diet Coke were listed as two of BETC London’s three biggest accounts, along with Danone. But, Babinet says that he’s confident in the London team and that there will still be opportunities for the agency to work with both Coke and Bacardi.

Babinet said: "News of Bacardi's global realignment was a huge shock, especially as the agency enjoyed a close, working relationship with the client who had just signed off ambitious new work. In fact, we were talking to Bacardi about working on Martini without a pitch.

"On Diet Coke, as the brand announced recently, Coca-Cola is working with a number of different partners, and BETC remain on their books.

"I'm very confident and happy with the team in London, and we're looking forward to the opportunities ahead."

BETC London continues to work with Danone, Ibis Hotels, Disneyland Paris and Walt Disney World.

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