Bob Schmetterer, a pivotal figure in the advertising world credited with helping agencies and brands navigate the burgeoning digital landscape, has died at the age of 82. Schmetterer’s career spanned 35 years, marked by a forward-thinking approach that reshaped how creativity was applied not just to marketing, but to broader business strategy and growth. His leadership left an indelible mark on several prominent agencies, ultimately culminating in his role as chairman and CEO of the company that would become Havas Worldwide.
Schmetterer’s influence extended beyond executive roles; he was a champion of innovation, pushing for the integration of digital marketing tools—like early website development and banner advertising—at a time when the internet was still in its infancy. He understood that creativity wasn’t confined to traditional advertising, but could be a powerful force across all facets of a business. This philosophy would later be formalized in his perform and writing, shaping the approach of agencies for years to come.
From Perdue Chicken to a Digital Future
Schmetterer began his advertising career in 1971 at Scali, McCabe, Solves (SMS), where he quickly made a name for himself working on the iconic Perdue Chicken campaigns. These early successes demonstrated his ability to connect with consumers and build strong brand recognition. He later moved to HCM Advertising Worldwide, ascending to the positions of president and CEO, further honing his leadership skills and strategic vision.
A defining moment in Schmetterer’s career came with the founding of Messner Vetere Berger Carey Schmetterer (MVBCS). Working with a roster of high-profile clients including New Balance, Volvo, and NASDAQ, MVBCS quickly established itself as a dynamic and innovative agency. Schmetterer’s early embrace of digital marketing set MVBCS apart, allowing it to capitalize on the opportunities presented by the evolving technological landscape. He recognized the potential of the internet not just as a new advertising channel, but as a fundamental shift in how businesses interacted with their customers.
Building a Global Network
MVBCS’s success led to its acquisition by Euro RSCG, and the agency was subsequently renamed Messner Vetere Berger McNamee Schetterer (MVBMS). Under Schmetterer’s guidance, MVBMS experienced rapid growth, attracting major clients such as Nestlé, Jaguar, and Exxon Mobil. In 1998, he became chairman and CEO of Euro RSCG, a role that positioned him at the helm of a global advertising network. Euro RSCG would later evolve into Havas Worldwide, a testament to the lasting impact of Schmetterer’s strategic decisions.
Those who worked alongside Schmetterer remember him not only for his business acumen but also for his collaborative spirit and ability to inspire. Ron Berger, his founding partner at MVBCS, described him as a “strategic creative, an incredible listener who had a profound impact on so many people’s lives.” This sentiment was echoed by others in the industry, who praised his ability to foster a culture of innovation and empower his teams.
‘Creative Business Ideas’ and a Lasting Legacy
Schmetterer’s thinking on the intersection of creativity and business strategy culminated in his 2003 book, Leap! A Revolution in Creative Business Strategy. In it, he trademarked the concept of ‘creative business ideas,’ advocating for agencies to move beyond traditional advertising and communications to apply creative thinking across all aspects of a client’s business. This approach, which encouraged a holistic and integrated view of marketing, remains influential in the industry today.
David Jones, former CEO of Havas Worldwide, hailed Schmetterer as a “total visionary,” adding that “many owed their careers to him.” He described Schmetterer as “a brilliant mind and an incredible human being” who inspired everyone he touched. Donna Murphy, global CEO at Havas Creative and Havas Health Networks, similarly remembered Schmetterer as “a special human and leader who drove all of us to be our best selves and to care for our clients and one another.”
Bob Schmetterer is survived by his wife of 38 years, Stacy Chiarello Schmetterer, his two sons, and a granddaughter. His passing marks the end of an era in the advertising industry, but his legacy of innovation and strategic thinking will continue to shape the field for years to come. The industry will remember him as a leader who not only embraced change but actively drove it, helping to define the modern advertising landscape.
Havas Worldwide has not yet announced any formal memorial plans. Updates regarding a potential service will likely be shared through the company’s official channels. Those wishing to share their memories of Schmetterer are encouraged to connect with colleagues and friends within the advertising community.
This article provides information for general knowledge and informational purposes only, and does not constitute professional advice.
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