Adapt & Thrive: Mercedes Erra at TEDxLakeGeneva

Brand Builder
Mercedes Erra

Mercedes Erra is the founder of French advertising agency BETC. Over the past 15 years, she has developed the company to become France's top advertising agency and the world's second most creative agency, according to the 2011 Gunn Report. A brand building and management expert, Erra has contributed to many innovative advertising campaigns including the beguiling Evian 'waterbabies', one of the biggest viral ads of all time. Amongst her other many achievements are five children and the 'Officier of the Légion d'Honneur'.

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)