International Agency of the Year: Havas-Owned BETC Pushes the Envelope and Breaks the Rules

From Disneyland Paris to Pornhub, it's been a fruitful year for BETC

a group of four people dressed in all black
Creators of ‘exhilarating’ ads and keepers of ‘the best lemon cake in the universe.’ Photo by Marcel Hartmann

Lego, one of the world’s most beloved brands, has an internal agency that handles much of its creative output. But when it came time to launch a massive global brand campaign, the Danish toymaker’s first in 30 years, it was BETC that Remi Marcelli, Lego’s svp and head of its 500-person in-house agency, hired to get the job done.

This story first appeared in the Dec. 2, 2019, issue of Adweek magazine. Click here to subscribe.
@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.