The Chicago Booth Alumni Club of France is very pleased to invite you to a conference and dinner hosting Mercedes Erra.


Maison des Polytechniciens
12 rue de Poitiers
75007 Paris, France

Event Details

The Chicago Booth Alumni Club of France, together with the IMD Alumni Club of France, is very pleased to invite you to a conference and dinner hosting Mercedes Erra Founder of the advertising agency BETC and Executive President Havas Worldwide on Tuesday March 3rd, at 19:30 at the Maison des Polytechniciens in Paris.

Mercedes Erra will address the following topic
(conference in french):

"The evolution of advertising in today's world"

Air France, Lacoste, Evian, Canal +, McDonald's, Peugeot ... Founded in 1995, the BETC advertising agency (845 people worldwide and 108 million of gross margin in 2014) has one of the finest customer portfolios in France. Mercedes Erra, will give her perspective on the evolution of advertising, the way she envision the digital communication and the needs of brands. She will also discuss the worlwide deployment of the BETC network.

"Creative talent is essential, support comes next. Advertising is always a business of persuasion with important changes, such as the development of digital tools, higher consumer demands, particularly those of the young generations whose behavior moves faster and differently than what it is said. The challenge is now how brands should fit in this new perspective?"


Chicago Booth Alumni 47€
Non Alumni Members 57€


Register Online

Deadline: 3/3/2015


7:30 PM-8:15 PM: Welcome Drink

8:15 PM-10:00 PM: Dinner Including Conference with Mercedes Erra

Speaker Profiles

Mercedes Erra (Speaker)
President of Havas Worldwide, formerly Euro RSCG Worldwide, and, Founder of France's leading advertising agency BETC

Mercedes Erra is Executive President of Havas Worldwide, formerly Euro RSCG Worldwide, and Founder of France's leading advertising agency BETC. She has five children.

Mercedes was born in Catalonia and came to France at the age of six. Graduated from HEC and the Sorbonne, Mercedes teaches a post-graduate course (Marketing and Corporate Communication) at the Paris 2 University (Assas). She is a noted advisor on subjects related to consumer issues and on all subjects related to brand strategy.

Mercedes is a branding expert: She builds and manages global brands. As a result, she created two divisions focusing on consumer and brand expertise: BETC Consulting and BETC Consumer Intelligence. She has contributed to brands' major strategic shifts (health for Danone, youth for Evian, Air France vision making the sky the best place on earth).

BETC, the agency network that she has been managing since 1995, was named "second most creative agency in the world" by The Gunn Report in January 2011 and "best creative agency" in France by CB News in 2010, for the 13th time in 16 years. BETC was also the most awarded French agency at Cannes Lions in 2010.

Mercedes is personally committed to the Elle Foundation and the Women's Forum for the Economy and Society, of which she is a founding member. She is also a member of Human Rights Watch French Committee and a permanent member of the Commission Innovation 2030.

In January 2010, Mercedes was appointed president of the board of the Musée de l'Histoire de l'Immigration located in Paris. In 2011, she was also appointed to the Board of Directors of Havas, Accor, France Télévisions and la Société de la Tour Eiffel in 2011.


Sandra Valmier, '11 (EXP-16)