Under Xiberras’ tenure, BETC has become one of the world’s most awarded agencies. His quirky creative direction on campaigns for brands such as Canal+, Citroën, and Unicef is behind this success.

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To receive full access to Campaign's content including: Unrestricted access to all The Information and The Knowledge content Access to Campaign's in-depth features and coveted reports including ...

In 1927, an artist called Robert George was commissioned to bring the crocodile to life as the brand’s logo. With the help of agency BETC, last year Lacoste switched up its crocodile symbol for the ...