BETC London has snapped up industry veteran Russell Davies to join its management team as chief strategy officer as the agency looks to bounce back following a tumultuous two years.
In the role, Davies will alongside work executive creative director Rosie Bardales and the soon to be appointed managing director. Davies’ brief will see him work across brands such as Cow & Gate, Gant, Air France and the recently won Coty account when he starts in January.
He joins the agency following a stint as the interim chief executive of digital charity Doteveryone. Prior to that he has worked at the government digital service as well as agencies such as R/GA, Ogilvy & Mather, Wieden + Kennedy and Leo Burnett during a 25 career that has seen him work on brands including Apple, Nike and Microsoft.
Of the appointment, Rémi Babinet, chairman of BETC, said: “Russell’s appointment comes at a very exciting time for BETC London, hot on the heels of creative and new business growth. 2016 has been a great year so far for BETC, with the opening of Les Magasins généraux and growth across all three BETC offices. We’re excited for 2017.”
The high-profile arrival is somewhat of a statement of intent from an agency that suffered a tumultuous 2015. Both Bacardi and Diet Coke pulled their creative accounts from the London agency last year after it split with its founders in 2014. However, there are signs things are on the upturn at the agency. In August, Coty, which Procter & Gamble completed its acquisition of earlier this week, picked BETC London to handle creative duties.
That momentum is even greater over in Paris, where the main BETC shop has just moved into to its plush Les Magasins généraux headquarters - a 20,000m² former flour and grain warehouse - situated in Greater Paris. The move to Les Magasins généraux heralds a new era of international creative growth, production and innovation for the BETC network and for Greater Paris.