Exploration logbook of the agency voted the most creative in the world

A logbook of the explorations of the agency voted the most creative in the world in 2024 (yes, that would be us), Pas de publicité, merci takes us inside the mind of its founder, Rémi Babinet, and into a world where art, photography, film, design, music, architecture, ideas, economics and business all collide in the creative process.

Creation and ideas

Through a virtuosic weave of text and images, the book sweeps the reader into the transformations and accelerations that have shaken the arts, technology, communication, business and society. From the unique vantage point of an advertising agency, they’ll discover the many shapes creation can take, and the wide constellation of talents that orbit around it.

Business and creative leadership

Rémi Babinet, a major figure in advertising, presents a unique approach to creative leadership. Founder and Chairman of BETC, equally attuned to the demands of commerce and those of art, he unfolds his company as a creation in its own right, at the heart of exchanges and what they generate. With, on every page, the ambition to bring wisdom, depth and irreverence into the disoriented world of communication.

Thinking, language and the art of expression

Rémi Babinet explores the art of shaping perceptions with words and images, and making them resonate on a global scale. He forces us to revisit the clichés attached to advertising agencies by presenting his own as a school of language, at a time when every form of communication is exploding. With the ambition to pass on to everyone working in the creative world a new blend of rigour and freedom.

Architecture, design and the spaces we build

This book looks at the power of experimentation when it comes to designing spaces – and at the dullness of ready-made solutions. Through the creation of original buildings, often older ones to be restored, the author sketches a new idea of the art of living applied to business and reminds us how crucial the project owner is if creation is to remain the key word of any project. These projects are interwoven with the broader question of transforming Paris.

Art and culture, quite simply

From the early days of his agency, Rémi Babinet has been deeply involved in art and culture, creating research and exhibition spaces such as Passage du Désir or Les Magasins Généraux in Pantin. In the very places where the agency works, he offers a wide spectrum of what “creation” can mean: from commissioned advertising work to the free invention of today’s most unexpected artistic forms.

Advertising and the expanding field of communication

Rémi Babinet often says that advertising must combine the art of conversation with the art of reflection. This mastery of both long-term thinking and rapid reaction unfolds across the pages through famous campaigns for Air France, Evian, Lacoste, Canal+, Lego and more. We see the diversity of expressions, rhetorics and images that shape the identities of the brands around us. Babinet ultimately raises the question of how communication has come to saturate society, a world where everyone is increasingly expected to become a brand in order to be known, judged and appreciated.

About Rémi Babinet

Rémi Babinet founded BETC in 1994 with Éric Tong Cuong and Mercedes Erra. He ranks in the top 10 creative directors of all time, according to Forbes. Named the most creative agency in the world in 2024 by the WARC (World Advertising Research Center) ranking, BETC is present in Pantin, New York, São Paulo, London and Shanghai. Creative Review dubbed it “also an ad agency” in recognition of its commitments beyond advertising.

Rémi Babinet chaired the Club des directeurs artistiques from 2003 to 2005. Since 2016, he has chaired the Grand Paris Express endowment fund, whose mission is to rally businesses around the ambitious cultural project accompanying the creation of the future metro. He is also Chairman of Magasins Généraux, a new cultural platform launched in Pantin in 2016.