Bob Schmetterer | |
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| Born | Bob Schmetterer November 23, 1943 New York, New York, US |
| Alma mater | Fairleigh Dickinson University |
| Occupation | Advertising Executive |
Bob Schmetterer (born November 23, 1943) is an American business executive [1] and author. He is past chairman and CEO of Euro RSCG Worldwide and past president and COO of communications group Havas. [2]
Born in New York City, Schmetterer grew up in Hillsdale, New Jersey [3] graduated from Pascack Valley High School in 1961.Schmetterer completed his BS in psychology from Fairleigh Dickinson University in 1967, and completed an MBA at the same school in 1970. [4] While attending university, he worked for the British Motor Corporation, where he originated the idea for branding and marketing accessories for their MG and Austin-Healy sports cars as part of the company's overall marketing strategy. [5] Then in 1968 he was hired by Volvo of America as marketing research director. [6]
Schmetterer joined creative advertising agency Scali McCabe Sloves in 1971 where his first client assignment was Perdue chicken, [7] which would be named number 67 on Advertising Age's top 100 advertising campaigns of the 20th Century. [8] In 1980 Schmetterer was appointed managing director and Chief operating officer of the New York-based Scali McCabe Sloves firm. [9]
In 1984 Bob Schmetterer became president and chief executive officer of an international joint venture with Young & Rubicam of New York and Eurocom S.A. of Paris, France: HCM Advertising Worldwide (Havas Conseil Marsteller). [10] In 1987 Schmetterer then became a founding partner and president of the agency to become known as Messner, Vetere, Berger, McNamee, Schmetterer (MVBMS). [10] Under Schmetterer's leadership the company was an early innovator in digital advertising and marketing, website creation, and in the first Internet "banner ads." [11] As a result of these kinds of innovations and progressively growing client base, MVBMS became the fastest growing agency in the United States in the early 1990s. [12]
In 1992, after being acquired by publicly owned French group Euro RSCG, Messner, Vetere, Berger, McNamee, Schmetterer became their New York office and Schmetterer was asked to join their board of directors. Five years later, he was appointed chairman and chief executive officer of Euro RSCG Worldwide. [13] Schmetterer remained at the helm for seven years, as the agency grew to 233 offices in 75 countries [14] and billing grew to $13 billion. [15] Under Schmetterer's leadership Euro RSCG became the largest digital agency worldwide. [16] By 2000, Scott Donaton (Publisher of Advertising Age and Entertainment Weekly) called Schmetterer a "visionary for new creativity". [17] In 2002, in addition to his chief executive role at Euro RSCG, Schmetterer was named president and chief operating officer of French advertising and communications holding company Havas. [18] Early in 2004, Schmetterer announced his retirement after thirty-three years in the ad industry. [19]
Schmetterer has managed the strategy and advertising for clients including Volvo cars in North America as well as globally, [20] Pioneer Electronics, Maxell Tape, MCI, Dannon Yogurt and Intel. [21] His advertising campaigns for Volvo also made the Advertising Age top 100 campaigns of the 20th Century list, coming in at number 90. [8]
In 2003, Schmetterer wrote the book Leap! A Revolution in Creative Business Strategy, [22] which was published by John Wiley & Sons and eventually translated into six additional languages: English, French, Portuguese, Spanish, Italian and Chinese. The book was based upon the concept of "Creative Business Ideas": a concept developed by Schmetterer for use at Euro RSCG (that later trademarked the idea), whereby advertising agencies would go beyond pure advertising and communications strategy, and use non-linear creative thinking to develop ideas that could become central to companies products, services, and business strategy. [23] Schmetterer has been keynote speaker at industry conferences sponsored by the American Association of Advertising Agencies and the Cannes International Advertising Festival. [24] In 2010 he also participated in The Future of Television Conference at New York University Stern School of Business. [25]
Schmetterer retired from his advertising career in 2004. In 2007 he volunteered his talents at the Ocean Reef Club in Key Largo. He was asked to Chair the Marketing Committee and upgrade their marketing efforts. He revamped the advertising and marketing processes and created an Ocean Reef Magazine which was given to interested new members. Like he did years ago for Volvo (Drive Safely) he penned the Clubs brand, "A Unique Way of Life". In 2009 he was asked to join the Executive Board and became Chairman of the Board in 2015. His retirement from the board in 2019, makes him the longest serving director in the history of the Ocean Reef Club.
Later that same year, New York Yacht Club Commodore Christopher Culver asked him to Chair the Clubs Communications Committee. "We were looking to create a significant change in our communications capabilities and we needed a member to lead..." he said. He updated and transformed all elements of communications within two years. But his most significant addition was the establishment of "The Virtual Clubhouse" that kept the Club engaged with its members during Covid. Schmetterer created events, using new technologies and live broadcasts to keep members engaged remotely. Because of his transformational leadership, he was awarded the New York Yacht Club Metal in 2021...the highest honor that can be given to a New York Yacht Club member. Other recipients of the medal include Ted Turner, Dennis Conner and Gary Jobson. Schmetterer is one of only 25 recipients in the history of the New York Yacht Club to be so honored.
Shortly after high school he married Tara Deppert with whom he had two sons. [26] Schmetterer has one granddaughter. He has been married to Stacy Chiarello Schmetterer since 1987. Together they pursue philanthropic interests in the arts, education, animals, nature, and the sea. [27] The two are also long-time yacht enthusiasts. He has had many yachts including an 80-foot Marlow Explorer named Blue Moon. [28] His present fleet includes a 2012 51-foot Dettling - "Fandango", a vintage Hinkley picnic boat built in 1997- "Cavalier" (one of only three built without a jet engine), a 22-foot Pulsifer Hampton wooden launch - "Summer Moon" built in 2000, and a Haven 12.5 - "Moon Shadow", 16-foot cold- molded wooden sailboat also built in Maine in 2000, and a 1966 13-foot fully restored Boston Whaler which he shares with one of his sons. Each spring and fall since 2006 Schmetterer and his wife cruise the east coast between Maine and Key Largo stopping at their home on Marthas Vineyard.
Franklin Parsons Perdue, born in Salisbury, Maryland, was for many years the president and CEO of Perdue Farms, now one of the largest chicken-producing companies in the United States.
Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy.
Havas Creative, formerly known as Havas Worldwide and Euro RSCG, is a French advertising agency. It is one of the largest integrated marketing communications agencies in the world, made up of 316 offices located in 75 countries. The firm provides advertising, marketing, and corporate communications services.
BBDO is a worldwide advertising agency network, with its headquarters in New York City. The agency originated in 1891 with the George Batten Company, and in 1928, through a merger with Barton, Durstine & Osborn (BDO), the agency became Batten, Barton, Durstine & Osborn. With more than 15,000 employees at 289 offices in 81 countries, it is the largest of three global networks of agencies in the portfolio of Omnicom Group.
Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France.
Grey Group is a global advertising and marketing agency with headquarters in New York City, and 432 offices in 96 countries, operating in 154 cities. It is organized into four geographical units: North America; Europe, Middle East and Africa, Asia-Pacific, and Latin America.
Arnold Worldwide is an American advertising agency headquartered in Boston, Massachusetts. The agency is a part of the Havas Creative Group, a global advertising holding company based in France. Some of Arnold’s clients include Progressive Insurance, Sam's Club, PNC Bank, ADP, and Aura.
Messner Vetere Berger McNamee Schmetterer was an American advertising agency in New York City.
Snyder Communications Inc. (SNC) was an American advertising corporation founded in 1988 by Daniel Snyder and his sister Michelle Snyder. Their activities were mainly outsourced marketing services, such as direct marketing, database marketing, proprietary product sampling, sponsored information display in prime locations, call centers, and field sales.
Marian Salzman is an American advertising and public relations executive. She is Senior Vice President, Global Communications for Philip Morris International, a tobacco company. She was formerly CEO of Havas PR North America and chaired the Global Collective, the organizing collaborative of all of the PR assets of Havas. She rejoined Euro RSCG in August 2009, having previously worked for the holding company as executive vice president, chief strategic officer, from January 2001 to October 2004.
Lee Garfinkel is an American businessperson in the field of advertising. He was most recently the CEO of FCB Garfinkel, the New York office of FCB.
Havas London is a London-based integrated advertising agency. It is part of the Havas Worldwide network network which has 316 offices located in 75 countries throughout Europe, North America, Latin America, Asia Pacific and the Middle East.
Camp+King is a San Francisco–based advertising agency launched in February 2011 as part of Havas Worldwide. Havas is the seventh largest agency holding company in the world. The founders of Camp+King are creative Roger Camp and strategist Jamie King.
David Robert Jones is a former CEO of Havas and Havas Worldwide, cofounder of global youth forum One Young World and founder of You & Mr Jones. He is author of Who Cares Wins: Why Good Business Is Better Business and the creator of the "Social Business Idea".
The Martin Agency is one of the top American creative advertising agencies. A holding of the Interpublic Group of Companies, Martin is long-known for helping brands "impact culture" in the United States and internationally. The company's chief executive officer is Danny Robinson and its chief creative officer is Jerry Hoak.
Mercedes Erra is a French business woman who was born 23 September 1954 in Sabadell.
David N. Martin was an American advertising executive. In 1965, Martin and his business partner, George Woltz, co-founded The Martin Agency, an advertising agency headquartered in Richmond, Virginia. Martin also created the iconic tourism advertising slogan, Virginia is for Lovers, to market the U.S. state of Virginia as a tourist destination. In 2012, Advertising Age called Virginia is for Lovers, which was first unveiled in 1969, "one of the most iconic ad campaigns in the past 50 years." The advertising campaign is still used by Virginia as of 2016.
BETC is a French advertising agency founded in Paris in 1995. The name of the company stands for Babinet, Erra and Tong Cuong, the founding members.
Rémi Babinet is a French creative director, best known for his work on Evian's "Live Young" campaign. His official title is Founding Chairman of BETC and Global Chief Creative Officer of Havas. He is also the author of the book "BETC Paris – Global Advertising Agency".
Leslie Butterfield is a British brand and communications expert.
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