US sportswear brand Gant appointed BETC Paris as its lead creative agency

Cristina Blanaru Business, Creativity

American sportswear brand Gant appointed BETC as its new lead creative agency, with the 1st campaign made together scheduled to be launched in 2015.

Choosing BETC as a creative partner is both a natural and strategic decision for Gant. BETC has helped our sister companies for some time now with excellent results. The addition of Creative Director, Filip Nilsson, to that mix made the choice quite
easy. The ideas that BETC delivered were as strong creatively as they were strategically sound. We are looking forward to embarking on a very strong branding future together with BETC.

Caroline Roth,

Global Marketing Director Gant.

BETC has proven once again its ability to attract major international brands.

Claus Lindorff,

General Director BETC Luxe

BETC is part of the Havas Network, one of the world’s largest global communications Groups, and is the 8th most awarded creative agency in the world (Gunn Report).

Group photo

The collaboration will begin with a groundbreaking campaign, to be launched in 2015 in over 60 markets.

It’s an authentic American brand that has turned into a European success story with over 750 stores worldwide. Now it’s time to take GANT to the next level, globally, and it feels fantastic to be on board. We have a great story to tell.

Filip Nilsson,

CD and Vice President BETC

Gant is an authentic brand with a distinguished history and an iconic shirt. It encompasses all of the elements of a charismatic brand.

Bertille Toledano,

President BETC

The announcement of the new agency is just one of a series of recent global announcements from the American brand. Last fall Roth, formerly Senior Director of Marketing and Global Brand Management at Ralph Lauren, with a strong past in adagencies (TBWA Paris, Publicis WW, SelectNY, Mad Dogs and Englishmen amongst others), joined Gant as Global Marketing Director. Gant also announced the recent hire of Patrik Nilsson, former CEO of Adidas North America, as new CEO of Gant worldwide, effective August 2014.