Creative ecosystems
Muriel Fagnoni, vice President of the advertising agency BETC, talks about their move to a converted department store in eastern Paris in 2002. They left behind the neighborhood in western Paris for a more popular and multicultural context which imposed on open space and revealed a response of over 700 people leading to the reorganization and de-compartmentalization of space. Wallpaper Magazine marks this as “one of the most exciting places in the world to work,” because this space has sparked an attraction and retained the loyalty of creative youth that are seduced by the neighborhood and proud of their working environment. In recent years, BETC has climbed to second in the world of the most creative agencies. Thought of as a living ecosystem and open to the cultural context of their new neighborhood, BETC offices are considered one of the key drivers of success to the agency. Muriel Fagnoni is the deputy CEO of the advertising agency BETC Euro RSGC. (Interview by Julien Eymeri and Philippe Chiambaretta)
