Bob Schmetterer, a visionary American advertising executive who redefined the intersection of creative strategy and business, died in March 2026 at the age of 82. Over a career spanning more than three decades, Schmetterer left an indelible mark on the global advertising industry, championing the concept of "Creative Business Ideas" that positioned agencies as central partners in corporate strategy rather than mere creators of commercials. His leadership propelled major agencies to unprecedented growth and helped shape the modern landscape of digital and integrated marketing.

Born on November 23, 1943, in New York City, Schmetterer grew up in Hillsdale, New Jersey. He earned his bachelor's degree in psychology in 1967 and an MBA in 1970, both from Fairleigh Dickinson University. His early career included a stint at Volvo of America as marketing research director, a role that foreshadowed his later success in automotive advertising. In 1971, he joined the creative agency Scali, McCabe, Sloves, where he helped launch the legendary Perdue Farms campaign featuring Frank Perdue, famously declaring, "It takes a tough man to make a tender chicken."

Schmetterer's career trajectory soared as he took on executive roles, eventually becoming a founding partner of Messner Vetere Berger McNamee Schmetterer (MVBMS) in 1987. Under his guidance, MVBMS became the fastest-growing agency in the United States during the 1990s, pioneering early digital advertising, including the first internet banner ads for HotWired in 1994. The agency's innovative work for clients like MCI, Intel, and Volvo cemented Schmetterer's reputation as a forward-thinking leader who understood the transformative power of technology in marketing.

Following the acquisition of MVBMS by the French group Euro RSCG, Schmetterer was appointed chairman and CEO of Euro RSCG Worldwide in 1997. He later took on the additional role of president and chief operating officer of the parent company, Havas, in 2002. During his tenure, he authored the influential book "Leap: A Revolution in Creative Business Strategy," which articulated his philosophy that non-linear creative thinking should drive core business strategies. He retired from the advertising industry in 2004, leaving behind a legacy of innovation and strategic brilliance.

In his retirement, Schmetterer remained highly active, dedicating his time to philanthropic and community endeavors. He served as Chairman of the Board for the Ocean Reef Club in Key Largo, Florida, where he revamped the club's marketing efforts and guided it through the challenges of the COVID-19 pandemic by establishing a "Virtual Clubhouse." An avid yachtsman, he was awarded the prestigious New York Yacht Club Medal in 2021 for his transformational leadership. He is survived by his wife, Stacy, and his two sons, leaving behind a profound legacy in both the business world and the communities he served.