Bob Schmetterer

Born in New York City, Schmetterer grew up in Hillsdale, New Jersey[http://www.fdu.edu/newspubs/magazine/06sf/schmetterer.html "Key to Success Is Taking‘Creative Leaps’"], FDU Magazine, Summer / Fall 2006. Accessed November 2, 2017. "'I majored in psych,' he says with a nostalgic chuckle, after describing his early years as the son of a high-fidelity speaker pioneer in Hillsdale, N.J., 'and I think I was very fortunate, because marketing and advertising are all about psychology.'" 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.{{cite web |url=http://www.fdu.edu/newspubs/magazine/06sf/schmetterer.html |title=Alumni Profile: Key to Success is taking 'Creative Leaps' |website=FDU Magazine Online |accessdate=January 16, 2012}} 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.{{cite web |url=http://www.businessweek.com/ebiz/0101/em0117.htm |archive-url=https://web.archive.org/web/20010126185800/http://businessweek.com/ebiz/0101/em0117.htm |url-status=dead |archive-date=January 26, 2001 |title=To Ad Veteran Bob Schmetterer, Digital Means Dollars |work=Business Week |accessdate=January 16, 2012}} Then in 1968 he was hired by Volvo of America as marketing research director.{{cite web |url=http://adage.com/article/people-players/volvo-peugeot-marketer-james-lamarre-jr-dies-92/137454/ |title=Former Volvo, Peugeot Marketer James LaMarre Jr. Dies at 92 Consultant to JWT Helped Form Carl Ally and Scali, McCabe and Sloves |author=Jean Halliday |date=June 19, 2009 |work=Advertising Age |accessdate=October 11, 2011}}

Schmetterer joined creative advertising agency Scali McCabe Sloves in 1971 where his first client assignment was Perdue chicken,{{cite book |url=https://archive.org/details/leaprevolutionin0000schm |url-access=registration |page=[https://archive.org/details/leaprevolutionin0000schm/page/n16 1] |quote=perdue. |title=Leap: A Revolution in Creative Business Strategy |publisher=John Wiley & Sons |accessdate=January 16, 2012|isbn=9780471454533 |date=March 10, 2003 }} which would be named number 67 on Advertising Age's top 100 advertising campaigns of the 20th Century.{{cite web |url=http://adage.com/century/campaigns.html |author=Bob Garfield |title=TOP 100 ADVERTISING CAMPAIGNS OF THE CENTURY |publisher=Advertising Age |accessdate=January 31, 2012 |archive-date=May 11, 2011 |archive-url=https://web.archive.org/web/20110511185517/http://adage.com/century/campaigns.html |url-status=dead }} In 1980 Schmetterer was appointed managing director and Chief operating officer of the New York-based Scali McCabe Sloves firm.{{cite web |url=http://personallifemedia.com/podcasts/232-dishymix/episodes/22112-bob-schmetterer-becoming-powerful |title=Bob Schmetterer on Becoming a Powerful Speaker, Advertising by the Decades and Yachting in Key Largo |website=PersonalLifeMedia Dishy Mix |accessdate=January 16, 2012}}

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).{{cite web |url=https://www.nytimes.com/1987/12/04/business/advertising-former-hcm-chief-is-a-messner-partner.html |title=ADVERTISING; Former HCM Chief Is a Messner Partner |author=Philip H. Dougherty |date=December 4, 1987 |work=The New York Times |accessdate= October 1, 2011}} In 1987 Schmetterer then became a founding partner and president of the agency to become known as Messner, Vetere, Berger, McNamee, Schmetterer (MVBMS). Under Schmetterer's leadership the company was an early innovator in digital advertising and marketing, website creation, and in the first Internet "banner ads."{{cite web |url=http://www.creativebusinessidea.com/reflections3.html |title=Reflections on 10 Years at Euro RSCG |publisher=RSGC Euro Worldside |accessdate= January 16, 2012}} 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.{{cite web |url=http://www.brandrepublic.com/news/37015/Kings-Madison-Avenue-Bob-Schmetterer---Stefano-Hatfield-talks-New-Yorker-behind-Euro-RSCG-rsquos-meteoric-rise-network/?DCMP=ILC-SEARCH |title=The Kings Of Madison Avenue: Bob Schmetterer - Stefano Hatfield talks to the New Yorker behind Euro RSCG's meteoric rise as a network |author=Stefano Hatfield |date=January 28, 2000 |work=BrandRepublic.com |publisher=Haymarket Business Media |accessdate=October 2, 2011}}

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.{{cite web |url=http://www.campaignlive.co.uk/news/24895/CAMPAIGN-INTERNATIONAL-DECISION-MAKERS-BOB-SCHMETTERER---American-Paris-born-agency-whips-millennium-zeal-Euro-RSCG-gone-Stateside-its-US-chairman-makes-mark-Emma-Hall-found-Cannes/?DCMP=ILC-SEARCH |title=Campaign International: The Decision Makers/Bob Schmetterer |date=July 17, 1998 |website=campaignlive.co.uk |publisher=Haymarket Business Media |accessdate=September 29, 2011}} Schmetterer remained at the helm for seven years, as the agency grew to 233 offices in 75 countries{{cite web |url=http://www.prnewswire.com/news-releases/euro-rscg-worldwide-named-largest-global-advertising-agency-for-fourth-year-in-a-row-78864777.html |title=Euro RSCG Worldwide Named Largest Global Advertising Agency for Fourth Year in a Row |publisher=Euro RSCG Worldwide |accessdate=January 16, 2012}} and billing grew to $13 billion.{{cite journal |url=http://www.financialexpress.com/news/winning-idea-from-euro-rscg/55366/ |title=Winning Idea From Euro RSCG? |journal=The Financial Express |accessdate=January 16, 2012}} Under Schmetterer's leadership Euro RSCG became the largest digital agency worldwide.{{cite web |url=http://www.fastcompany.com/magazine/57/one.html?page=0%2C1 |title=Advertising, Under Review |author=Christine Canabou |work=Fast Company |date=March 31, 2002 |publisher=Mansueto Ventures, LLC |accessdate=September 29, 2011}} By 2000, Scott Donaton (Publisher of Advertising Age and Entertainment Weekly) called Schmetterer a "visionary for new creativity".{{cite web |url=http://adage.com/article/viewpoint/bob-schmetterer-embraces-role-visionary-creativity/57372/|title=Bob Schmetterer embraces role as visionary for new creativity|author=Scott Donaton |work=Ad Age Blogs |date=August 7, 2000 |publisher=Advertising Age |accessdate=January 28, 2012}} 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.{{cite web |url=http://adage.com/article/randall-rothenberg/u-s-french-cooperate-euro-s-bob-schmetterer/95989/ |author=Randall Rothenberg |title=Can U.S., French cooperate? Ask Euro's Bob Schmetterer |date=January 17, 2001 |work=Advertising Age |publisher=Crain Communications |accessdate=September 29, 2011}} Early in 2004, Schmetterer announced his retirement after thirty-three years in the ad industry.{{cite web |url=http://www.prnewswire.com/news-releases/james-r-heekin-is-appointed-chairman-and-ceo-of-euro-rscg-worldwide-59008007.html |title=James R. Heelin is Appointed Chairman and CEO of Euro RSCG Worldwide |date=January 21, 2004 |website=prnewswire.com |publisher=PR Newswire Association, LLC |accessdate=September 29, 2011}}

Schmetterer has managed the strategy and advertising for clients including Volvo cars in North America as well as globally,{{cite news|url=https://pqasb.pqarchiver.com/chicagotribune/access/24761464.html?dids=24761464:24761464&FMT=ABS&FMTS=ABS:FT&type=current&date=Feb+08%2C+1991&author=George+Lazarus.&pub=Chicago+Tribune+%28pre-1997+Fulltext%29&desc=JWT+move+fuels+retirement+talk&pqatl=google|archive-url=https://archive.today/20120721124536/http://pqasb.pqarchiver.com/chicagotribune/access/24761464.html?dids=24761464:24761464&FMT=ABS&FMTS=ABS:FT&type=current&date=Feb+08,+1991&author=George+Lazarus.&pub=Chicago+Tribune+(pre-1997+Fulltext)&desc=JWT+move+fuels+retirement+talk&pqatl=google|url-status=dead|archive-date=July 21, 2012|title=JWT move fuels retirement talk|last=Lazarus|first=George|date=February 8, 1991|work=Chicago Tribune|page=2|accessdate=October 4, 2011}} Pioneer Electronics, Maxell Tape, MCI, Dannon Yogurt and Intel.{{cite web |url=http://www.fdu.edu/newspubs/magazine/06sf/schmetterer.html |title=Alumni Profile: Bob Schmetterer |work=FDU Magazine Online |date=Summer–Fall 2006 |publisher=Fairleigh Dickinson University |accessdate=September 29, 2011 |ref=FDU Prodile}} His advertising campaigns for Volvo also made the Advertising Age top 100 campaigns of the 20th Century list, coming in at number 90.

In 2003, Schmetterer wrote the book Leap! A Revolution in Creative Business Strategy,{{cite web |url=http://www.adweek.com/news/advertising/book-excerpt-thats-entertaining-57792 |title=Book Expert: That's Entertaining |work=Adweek |date=April 14, 2003 |accessdate=September 28, 2011}} 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.{{cite book |title=WHAT DOES CREATIVE REALLY MEAN THESE DAYS?|author=Dominic Mills |work=Campaign Magazine |date=May 16, 2003 }} Schmetterer has been keynote speaker at industry conferences sponsored by the American Association of Advertising Agencies and the Cannes International Advertising Festival.{{cite web |url=http://www.hnw.com/about-us/board-of-directors |title=HNW Board of Directors |website=hnw.com |publisher=HNW |accessdate=January 16, 2012 |archive-url=https://web.archive.org/web/20120202021135/http://hnw.com/about-us/board-of-directors |archive-date=February 2, 2012 |url-status=dead }} In 2010 he also participated in The Future of Television Conference at New York University Stern School of Business.{{cite web |url=http://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/interdisciplinary-initiatives/entertainment-media-and-technology-program/center-overview/events/past-event-details/index.htm |title=Content and Commerce: Hollywood Meets Madison Avenue |publisher=NYU Stern |date=November 19, 2010 |accessdate=October 14, 2011}}

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.{{cite book |url=https://archive.org/details/leaprevolutionin0000schm |url-access=registration |page=[https://archive.org/details/leaprevolutionin0000schm/page/n16 1] |quote=bob schmetterer married. |title=Leap: A Revolution in Creative Business Strategy |publisher=John Wiley & Sons |accessdate=January 16, 2012|isbn=9780471454533 |date=March 10, 2003 }} 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.{{cite web |url=http://www.implu.com/nonprofit/260335499 |title=Bob & Stacy Schmetterer Foundation a Florida not for profit corp |date=December 1, 2010 |website=implu.com |publisher=Implu Corporation |accessdate=October 14, 2011}} The two are also long-time yacht enthusiasts. He has had many yachts including an 80-foot Marlow Explorer named Blue Moon.{{cite news |url=https://www.nytimes.com/2012/09/01/your-money/how-to-keep-yachting-expenses-manageable-wealth-matters.html?_r=1&emc=eta1 |title=Indulging in a Yacht, but Still Minding the Expenses |work=The New York Times |author=Paul Sullivan |date=August 31, 2012 |accessdate=September 7, 2012}} 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.

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Category:Living people

Category:1943 births

Category:Fairleigh Dickinson University alumni

Category:American chief executives

Category:American chief operating officers

Category:Pascack Valley High School alumni

Category:People from Hillsdale, New Jersey