Havas has announced the appointment of Bertille Toledano, CEO of BETC, as President of Havas Creative Network and CEO of Havas Creative Middle East. In her expanded role, Toledano will oversee the launch of a new Havas Creative Powerhouse in the Middle East, reinforcing the Group’s commitment to world-class creativity, innovative campaigns, and bold production capabilities.
Toledano will continue to serve as CEO of BETC, the agency founded 30 years ago by Mercedes Erra and Rémi Babinet, who now act as Chairs of the agency’s Supervisory Board. Since joining Havas in 2012, Toledano has collaborated with Stéphane Xiberras, President and Chief Creative Officer of BETC, to expand the agency’s international footprint, with BETC ranked the top agency for creativity by WARC 2024.
Under the leadership of Donna Murphy, CEO of Havas Creative & Health Networks, Toledano will also join Havas’ Executive Committee, driving the Group’s growth in the Middle East. She will lead BETC Middle East, managing creative, PR, CX, production, and event operations. Havas Creative Middle East agencies will now operate under the BETC brand, reflecting the Group’s vision of globally integrated, locally relevant creative solutions.
Mercedes Erra, Founder and Chairwoman of BETC, said, “Bertille embodies all the cultural values that Remi and I deeply believed in at BETC. I’m proud that she can carry them forward today within the Havas Group.”
Toledano will work closely with Yannick Bolloré, CEO of Havas, Donna Murphy, and regional leaders including Alberto Canteli and Dany Naaman, to drive Havas’ Converged.AI strategy and the Middle East’s creative and business growth.
Yannick Bolloré stated, “In the age of AI, our clients are increasingly seeking to partner with creative powerhouses that are culturally relevant, locally insightful, and globally outstanding. They expect world-class creativity backed by bold production capabilities. That’s why creative excellence is at the heart of our strategy, and Bertille’s vision and leadership will help us bring this ambition to life in a region full of opportunities.”
Donna Murphy added, “Bertille’s appointment marks an exciting new chapter for Havas Creative. The Middle East represents one of our most dynamic growth regions, and her creative vision, international experience, and entrepreneurial spirit will help us unlock its full potential. I’m thrilled to welcome her to our global leadership team and to collaborate on realizing the region’s full potential.”
With this strategic move, Havas reaffirms its dedication to leading innovation, creative excellence, and regional growth, positioning the Middle East as a hub for globally recognized campaigns and integrated marketing solutions.
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