NEW YORK, USA — Parisian agency BETC is pioneering a new approach to luxury advertising: launching a first-of-its-kind, specialized global network of elite creative and strategic talent, dedicated to shaping the future of the world’s most coveted premium brands.
Bringing together more than 120 carefully selected individuals from across the globe — with offices in the luxury poles of New York, Paris, and Shanghai — Maison BETC is a strategic response to the emerging challenges facing the international luxury sector today.
From the US to France to China, consumer influence is growing, new product categories are emerging, and technology is reshaping the luxury industry from the ground up. Research shows that 90% of Chinese consumers are willing to pay a premium for innovative products, yet younger generations are increasingly discerning — prioritizing wellness, sustainability, and personalization. For the first time, experiences drive growth more than ownership, prompting brands to embrace immersive storytelling, creative partnerships, and boundary-bending exhibitions to create lasting memories.
With these challenges in mind, Maison BETC provided strategic partnership and a global pool of creative talent to shape international luxury brand platforms and deliver bold ideas across every touchpoint. Under BETC Chairman Clément Boisseau — previously Global Chief Strategy Officer at BETC and Cannes Lions Luxury Jury member — Maison BETC took a bespoke, collaborative approach that combined deep market expertise with innovative creative work to elevate luxury brands and sustain their long-term growth.
“I feel truly happy to take the reins of this new micro-network, with some of our industry’s finest talent at my side,” said Boisseau. “Luxury is at a turning point: brands must stay true to their core DNA while simultaneously reinventing their language and experiences to entice, surprise, and delight. I have very high ambitions for what Maison BETC can imagine and craft for our clients in this new world.”
Led by Boisseau, Maison BETC’s talent included renowned industry figures such as BETC New York Chief Creative Officer Florent Imbert, BETC Paris Chief Creative Officer Florence Bellisson, BETC Paris VP Marine Hakim, and BETC Fullsix CEO Olivier Vigneaux. Together, they joined a team of 120 uniquely talented strategists, creatives, producers, and celebrity and influencer relations specialists, who were already winning accounts with leading brands across luxury, fashion, and beauty — including L’Oréal Luxe (iT Cosmetics, Diesel fragrance, L’Oréal Luxe Refill) and Beam Suntory (Hibiki).
“The launch of Maison BETC is a sign of our vitality and what we believed in — the ability to take our creative expertise around the world, our obsession with making luxury, fashion, and beauty brand communication ever more transformative, and the promotion of our internal talent,” said BETC Group President Bertille Toledano.
The news of Maison BETC’s launch collided with BETC’s proud rebrand of its original luxury arm, BETC Etoile Rouge, into Maison BETC Paris — consolidating the agency’s identity and reflecting its wide-reaching roots across luxury, beauty, fashion, and lifestyle.
“This launch is an opportunity to continue writing the great stories of creativity and expertise that Maison BETC Paris has been writing for several years,” said BETC Founder Mercedes Erra. “By opening three ‘maisons’ within BETC, we emphasized our approach — strategic precision and rigorous execution, in a spirit of partnership and constant dialogue with our clients.”
For more information, visit: https://maisonbetc.com/
