Masterclasses : behind the scenes

Behind every great BETC campaign, there's a precisely choreographed dance between very different crafts. To help you understand this dynamic, we organise a series of craft Masterclasses, led by those who make the agency's heart beat.

How do you win a pitch? That's the question posed by New Business, always on the lookout for what can make the difference in a competition.
On the Strategic Planning side, we dive into the CBI, our Creative Business Idea: a blend of Prosumer aspirations, brand DNA, and category drivers to uncover the insight behind a campaign.
In Creative, we turn the brief into form and dare to imagine everything.
In Account Management, we set the pace, navigating the unpredictability of the creative process to bring the campaign across the finish line.
And in Legal & CSR, we anchor our campaigns in social, legal, and ethical responsibilities.

Every department has its own constraints, its own language, its own timing. And that complexity is what makes this job so exciting. We can only create together if we understand each other. These Masterclasses are your gateway to a concrete understanding of BETC's crafts and expertise.