Luxury shopping mall CIDADE Jardim will be the first client of the newly launched BETC Sao Paulo, headed by co-CEOs Erh Ray and Gal Barradas.
Rémi Babinet, founder and CCO of BETC: ”I am delighted that Erh and Gal are joining us to open and develop BETC Sao Paulo; they are not only highly respected figures in the Brazilian industry but proven leaders with incomparable experience in digital and traditional media. Together with our Paris and London offices, they will be a further step towards our ambition of providing a fresh and unique alternative to traditional networks.”
BETC Sao Paulo will inaugurate its headquarters in March 2014, and is set to have a team of five hybrid digital-traditional media specialists.
Of the announcement, Ray said: “Building BETC in Brazil is a huge opportunity; for me, as a professional looking for unconventional ways to display creativity, but also for brands seeking to innovate in their communications approach.
“Together with Gal, we represent creativity, strategy, innovation, design and digital knowledge, a sum of different and complementary professional experience that is 100 per cent capable of offering something new. We want to go far, to find that thing that will make the difference both for brands and for the people who have relationships with them.”
Ray and Barradas are minority stakeholders of BETC Sao Paulo.