International Agency of the Year: Havas-Owned BETC Pushes the Envelope and Breaks the Rules

From Disneyland Paris to Pornhub, it's been a fruitful year for BETC

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Lego, one of the world’s most beloved brands, has an internal agency that handles much of its creative output. But when it came time to launch a massive global brand campaign, the Danish toymaker’s first in 30 years, it was BETC that Remi Marcelli, Lego’s svp and head of its 500-person in-house agency, hired to get the job done.

The campaign, which involved a Tom-and-Jerry-esque chase around a city made of Lego bricks, was a highlight of BETC’s year, but hardly its only piece of standout work.

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This story first appeared in the Dec. 2, 2019, issue of Adweek magazine. Click here to subscribe.