Bob Schmetterer, former chairman and CEO of Euro RSCG (which later became Havas Worldwide), and founding partner of Messner Vetere Berger Carey Schmetterer (MVBCS), has died at 82.   

He began his 35-year advertising career at Scali, McCabe, Sloves (SMS) in 1971, where his first client assignment was Perdue Chicken. He rose through the ranks, eventually moving on to lead HCM Advertising Worldwide (Havas Conseil Marsteller) as president and CEO. 

A few years later, Schmetterer became a founding partner and president of  MVBCS. Clients included Volvo, NASDAQ, MCI, Intel, and New Balance. Under Schmetterer’s leadership, MVBCS was an early innovator in digital advertising and marketing, website creation, and internet banner ads.    

In 1990, Euro RSCG acquired MVBCS. After a subsequent merger, the agency became Messner Vetere Berger McNamee Schmetterer, which continued to attract global clients such as Nestlé, Schering-Plough, Jaguar, and Exxon Mobil.   

In 1998, Schmetterer was named chairman and CEO of Euro RSCG (Havas Worldwide).     

He authored the book Leap! A Revolution in Creative Business Strategy, based on a concept he pioneered and trademarked: "Creative Business Ideas." He described this as agencies going beyond pure advertising and communications strategy to use non-linear creative thinking to develop ideas that could become central to companies’ products, services, and business strategy.     

He was once quoted in Campaign magazine: “Our business is about wisdom and magic, and you need both. The emphasis is on wisdom, but the magic part is special and important––it is the creative side that moves people, and it is also the bit that attracts good people into the industry.”    

“Bob was an amazing friend and business partner. He was strategic, creative, an incredible listener who had a profound impact on so many people’s lives, and he will be missed by every one of us,” said Ron Berger, founding partner MVBCS, and former CEO and CCO of Euro RSCG New York.   

“Bob was a special human and leader who drove all of us to be our best selves and to care for our clients and one another,” said Donna Murphy, global CEO, Havas Creative & Havas Health Networks.     

“Bob was a total visionary,” added David Jones, former CEO Havas Worldwide and founder of The Brandtech Group. “So many of us owe our careers to him. He will be deeply missed but his impact will live on forever,” said David Jones, former CEO of Havas Worldwide.   

Schmetterer is survived by his wife of 38 years, Stacy Chiarello Schmetterer; two sons, Adam and Tyler; and granddaughter, Skyler Rose.