Havas Launches BETC Brand in Middle East, Headed by Bertille Toledano

Havas is making a play for creativity in the Middle East market with the news that it has appointed Bertille Toledano as president of Havas Creative Network and CEO of Havas Creative Middle East.

Bertille will continue in her current role as CEO of BETC and will, in fact, be taking the brand with her. That’s because Havas Creative agencies in the Middle East region will now be rebranded under the banner of BETC Middle East. The move will significantly expand the BETC footprint, as it currently has offices in Paris, London, Los Angeles, Sao Paolo and Shanghai.

According to Havas, BETC is a brand that “embodies the power of creative excellence to move people, cut through the noise, and create lasting value for brands”, so the news reflects clients’ growing creative ambitions in the region as well as a strategy with creativity at its centre.

Yannick Bolloré, chairman and CEO of Havas, asserts the move represents a growing appetite for marrying local relevancy with global level capabilities.

“In the age of AI, our clients are increasingly seeking to partner with creative powerhouses that are culturally relevant, locally insightful, and globally outstanding. They expect world-class creativity backed by bold production capabilities. That’s why creative excellence is at the heart of our strategy, and Bertille’s vision and leadership will help us bring this ambition to life in a region full of opportunities,” he says.

The move capitalises on Bertille’s growing involvement in the Middle East region for Havas in recent years, where the holding company has been cooperating closely with the Chalhoub Group. Bertille will oversee all creative, PR, CX, production and event activities across the region, forming what Havas hopes will become a “creative powerhouse in the Middle East’’.

As president of Havas Creative Network, Bertille will be under the leadership of Donna Murphy, CEO of Havas Creative and Health Networks. She will also join Havas’ Executive Committee. Bertille will also be collaborating closely with Alberto Canteli, chairman and CEO NEC region as well as the Middle East and Chairman Africa, and Dany Naaman, CEO of Havas Middle East,to implement the holding company's ’ ‘Converged.AI’ strategy.

“Bertille’s appointment marks an exciting new chapter for Havas Creative. The Middle East represents one of our most dynamic growth regions, and her creative vision, international experience, and entrepreneurial spirit will help us unlock its full potential. I’m thrilled to welcome her to our global leadership team and to collaborate on realizing the region’s full potential,” says Donna Murphy, CEO, Havas Creative and Health Networks.

“Bertille embodies all the cultural values that Remi and I deeply believed in at BETC. I’m proud that she can carry them forward today within the Havas Group,” says Mercedes Erra, founder and chairwoman of the supervisory board, BETC.

BETC was founded 30 years ago by Mercedes Erra and Rémi Babinet, who now serve as Chairs of its Supervisory Board. Bertille has been with BETC since 2012 and in that time has worked alongside Stéphane Xiberras, president and CCO at BETC and Head of the Global Creative Council of Havas Creative Network, to drive BETC’s reputation for creative excellence, craft and innovation. In 2024 BETC Paris was ranked by WARC as the top creative agency in the world. It’s also one of the few agencies to have won a coveted Immortal Award, as well as two Commendations from the notoriously hard-to-win award show.