Founder BETC, EVP Havas Creative
Mercedes Erra is the founder of French advertising agency BETC. Within 15 years, the agency became the first largest agency in France and it was named the 2nd most creative agency in the world by the Gunn Report in January 2011.
Mercedes Erra is a brand building and management expert. She contributed to establish innovative directions for many brands (health for Danone, youth for Evian, a new brand vision for Air France with “Make the sky the best place on earth” or for McDonald’s “Come as you are”).
She supports many causes from women to children and human rights. She has been highly involved in the Women’s Forum for the Economy and Society since its creation. She has also been involved in Osons La France, Unicef, Human Rights Watch and the Elle Foundation.
Mercedes is also the President of the Board of Directors of “La Cité nationale de l’histoire de l’immigration” (French Museum dedicated to the history of immigration in France). In addition, she has been on the boards of companies including Accor, Havas, la Société de la Tour Eiffel and the Fondation France Télévisions since 2010.
Mercedes has received the Officier of the Légion d’Honneur and the Officier National du Mérite.
She has five children.