Mercedes Erra is Executive President of Euro RSCG Worldwide, President of Euro RSCG France, Managing Director of Havas, and Founder of BETC Euro RSCG, France’s leading advertising agency. She is also Honorary President of the HEC Association (France’s most prestigious business school). Mercedes is a Chevalier of the Légion d’Honneur and recipient of the French National Order of Merit. And mother of five children.
Mercedes is born in Catalonia and arrived in France aged six. Graduate of HEC and of the Sorbonne (Masters and Professor of Letters), Mercedes teaches a post-graduate course (Mphil on Marketing and Corporate Communication) at the Paris 2 University (Assas). She is often consulted on subjects relating to consumer issues, and on all subjects relating to brand strategy.
Mercedes is specialised in the construction and management of global brands. In this capacity, she created BETC Consulting and BETC Consumer Intelligence, units oriented towards consumer and brand expertise. She contributed to brands’ major strategic shifts (health for Danone, youth for Evian, Air France vision – making the sky the best place on earth).
Euro RSCG Worldwide, the agency that she has been managing since 2005, was named “best creative agency” by CB News in 2009, for the 12th time in 15 years. Agency of the year in press, it is also the most awarded French agency in Cannes 2010.
Mercedes is personally committed to the Elle Foundation and the Women’s Forum for the Economy and Society, which she has been supporting since the beginning as a founding member. She is also a member of Human Rights Watch French Committee, and a permanent member of the French Commission on the Image of Women in the Media. She is also committed to serving UNICEF and the ELLE Foundation.
Since January 2010, Mercedes has been appointed as President of the board of the Cité Nationale de l’histoire de l’Immigration located in Paris. In March 2012, Erra was named to the board of directors of the Art Media Society.
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