Born and raised in Paris, Gaëtan began his career as a copywriter at CLM/BBDO in 2003 and is now co-president & chief creative officer at Marcel, the creative agency of Publicis Groupe.

Along with his creative partner, Youri Guerassimov, Gaëtan has produced groundbreaking campaigns for national and international brands, including ‘The Inglorious Fruits & Vegetables’ for Intermarché, ‘The Black Supermarket’ for Carrefour, and ‘HackMarket’ for Back Market. Known for their creative excellence, their work has earned over 400 awards, including several Cannes Lions Grand Prix and D&AD Black Pencils.

Gaëtan has chaired or participated in all the major creative festivals, such as Cannes Lions, D&AD, and the One Show. He believes that advertising can be the worst job if you do what’s expected and the best if you do the opposite.