BETC strengthens its international leadership with three appointments
BETC announces a series of senior appointments that reflect a clear ambition: keep attracting, promoting and empowering top international talent, both to elevate creativity and to accelerate the agency’s global growth.
Nick Bakshi appointed Executive Creative Director
US-born creative Nick Bakshi is promoted to Executive Creative Director. After a first impactful run at BETC (2017–2022), working on brands including Duolingo, Coca-Cola and evian, he returned in late 2023 following his experience at LePub Milan, notably on Heineken.
Since 2023, he has led the creative direction for Citroën, helping drive the brand’s shift toward more humour and spectacle through high-impact global campaigns, and award-winning activations such as Bumpboards. In his new role, he will help drive BETC’s creative excellence, support pitches and continue strengthening international talent recruitment.
Hugo Ghiglia to lead BETC’s global New Business
BETC appoints Hugo Ghiglia as Managing Director & Head of New Business across all entities and geographies. He will lead One New Business, a global organisation bringing together 30+ new business talents worldwide, offering a single entry point to BETC’s full range of expertise (strategy, design, advertising, social, digital, CX, CRM, production…).
He succeeds Catherine Emprin, as BETC accelerates its integrated, global approach across Europe, the United States, Asia and the Middle East.
“Leading BETC’s New Business […] is both an honour and a major responsibility. It means embodying a growth culture that has made the agency successful—first in France, then internationally.” — Hugo Ghiglia
Daniela De Seta and David Martin Angelus promoted to Executive Creative Directors
BETC promotes Daniela De Seta and David Martin Angelus to Executive Creative Directors. They will take creative leadership on global brands, including key international work for Danone, building on the momentum created on these accounts.
Their multi-market backgrounds and international sensibilities have helped BETC’s creative work travel across borders—through brands such as Actimel, evian (Danone), Deezer, and La Roche-Posay.
“We couldn’t find two better representatives of what makes the agency strong—its deeply international mindset—than David and Daniela.” — Bertille Toledano & Stéphane Xiberras