Bernard Petit

Bernard Petit

President at SC REVIEWS
Neuilly Sur Seine, France

Summary

Bernard began his career on the advertiser side, in Marketing and Sales, with Unilever France where, from 1971 to 1985, he gained a solid experience with all key issues, strategies and operations, local and international, for leading consumer goods brands.

Moving to the agency world in 1986, he spent 15 years on this side of the business, as CEO of Ecom agency (Havas Group) then as President/CEO (1989-1996) of Grey Paris, dealing with world-class clients such as P&G, Mars, SmithKline-Beecham, Canon, Kraft. He joined McCann Erickson Worldwide from 1997 to 2000, as Senior VP, Worldwide Account Director on Nestlé.

Capitalizing on his dual experience, in May 2000, Bernard acquired VT Scan (previously Vidéothèque), the leading Review Consultancy in France, established since 1978, a company he ran for 10 years, working for all types of businesses and sizes of clients (FMCG, Durable goods, luxury, services, retail, BTB, Non-profit, etc.). End 2010, he sold the company to his partners.
At VT Scan, he was a founding partner of SCAN INTERNATIONAL, a multi-local Communication Management Consultancy created in 2005 for the service of international clients.

Bernard is now CEO of his own consulting firm BEREMA Consulting and a senior partner for France of Relationship Audits & Management ( www.relationshipaudits.com)
He created SC REVIEWS in 2016, a new company for optimising client/agency collaboration , which includes agency selection (www.sc-reviews.com )

During his “agency years”, as a member of the Board of the AACC (French Agencies professional association), he had the opportunity to work on ad industry key issues such as Competition rules and Quality process.

Graduated from HEC Business School, Harvard Business School (PMD), Bernard has also been President of the IAA (International Advertising Association) French Chapter from 1999 to 2010.
Since 2002, he has been a speaker at HEC Educative Education.
Bernard is married and has 2 children.

Positions

President
SC REVIEWS
April 2016 - Present (1 year 6 months)
SC REVIEWS is a new company, jointly created by BEREMA SAS (Bernard Petit) and David Scalia (SC Consultants). Positioning is "helping optimize cooperation between advertisers and their agencies in all areas"; ie. agency policy, agency selection, remuneration & contracts, relationship management, structures and working process, performance evaluation, coaching/training., etc
Business model is unique on the French market, as no income is coming from agencies (neither registration/visibility service, nor success fees) ensuring full independence and transparency of recommendations). Agency data base is unique in scope ( 300+, ) and updating process.
SC REVIEWS works only for advertisers.
President
BEREMA Consulting
December 2010 - Present (6 years 10 months)
Consulting Company in communication and marketing areas.
- Relationship Management : Partner for France of Relationships Audits & Management (London) www.relationshipaudits.com
- Mergers & Acquisitions ( French Member BRIDGEWEY -Peter Linnell (UK) Jorg Borgwardt (Germany), Paco Gonzales (Spain)
www.bridgewey.com
- skills evaluation, coaching, Training
President & CEO
Neuilly Sur Seine, France
May 2000 - October 2010 (10 years 5 months)
VT Scan, founding partner of Scan International, is a consultancy specialising in search and selection of communication agencies, and in optimization of the working relations between companies and agencies, for more efficiency and better ROI
Since 1978, as a clear market leader, VT Scan ( ex Videotheque) has helped almost 2000 advertisers to find the right agency in all disciplines ( advertising, media, digital, CRM, promotions, design, PR, etc
Senior VP Worldwide Account Director
Clichy Cedex, France
April 1997 - January 2000 (2 years 9 months)
For McCann Ericson Worldwide, based in Paris, in charge of the Nestlé Petfood global coordination, with 27 countries reporting.
President/CEO
Paris, France
July 1988 - December 1996 (8 years 5 months)
joined agency as Managing Director
President/CEO as from mid 89
Key clients : P&G, Mars, SmithKline Beecham, Canon, Stafford Miller, BAT
CEO
Ecom ( Havas Group)
May 1966 - May 1988 (22 years)
I took over from Jean Pierre Audour founder of this agency , as CEO, after 6 months as Marketing Director at the holding Company Eurocom, working directly with Bernard Brochand on Euromedia and international acquisitions.
Key clients were : L'Oréal, RATP, BNP, Reckitt& Colman, Kraft/General Foods, Ducros, Quick.
RATP, Quick and Hollywood Chewing gum campaigns were the creative flagships of the agency
Marketing & Sales
Lever France
November 1971 - November 1985 (14 years)
Marketing and sales career
Sales Rep, Assistant Brand Manager, Brand Manager, Sales Regional Director, Deputy Sales Director, Marketing Manager

Education

PMD, Business Administration and Management, General

Harvard Business School
1979 (1 year)

MBA, Business Administration

HEC, Paris
1965 - 1968 (3 years)

Trade Organizations

International Advertising Association, New York

President of French Chapter
1999 - 2010 (11 years)

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