CB Spotlight on Jerome Gaslain: “What remains constant is the fun I have every day”

Since joining The Works earlier this year, Jerome Gaslain has been helping steer the agency through a period of digital and social transformation. In a conversation with Campaign Brief, Gaslain shares his motivations for joining The Works, the evolution of his creative approach over the years, and his vision for integrating the agency into Capgemini’s broader strategy.

What drew you to The Works as your choice for returning to Australia?

What attracted me to The Works, beyond their celebrated culture and Damian Pincus’ infectious enthusiasm when we first met five years ago, was the agency’s pressing need to lead digital and social transformation. I saw an exciting opportunity to shape both the creative and commercial evolution of that journey. The support of a powerhouse like Capgemini only reinforced my decision to be part of this ambitious vision.

With over 14 years in the industry, spanning advertising, film, and innovation, how has your approach to creativity evolved over time?

What remains constant is the fun I have every day, driven by my curiosity—something I never take for granted as a former solicitor. What’s changed the most is my deepened understanding of marketing and advertising as a business, and how to apply creativity within a commercial framework. Moving to AKQA in 2019 ignited my passion for innovation, particularly in digital and social projects. To this day, I still look to the AKQA website as a benchmark for the kind of work I admire and aspire to create.

What are some of your favourite projects you have worked on?

“Pay with a Kiss,” created over 10 years ago at Lavender with Marco Eychenne and Danielle White, will always be my favorite project. It was fun, proactive, and allowed me to help a French friend. It went viral at the time, and I often wonder how much bigger it could have been today with the explosion of social media.

I’m incredibly proud of all the work I did at AKQA, both in Sydney and Amsterdam. More recently, the projects we produced at The&Partnership in London for McLaren F1, Mixmag, and Vuse were a dream—work that exists on the fringe of advertising and culture. More important than the work itself are the memories of the incredible team I was fortunate enough to work with on these projects. Their passion and collaboration made all the difference, and it’s those moments I truly cherish.

What differences and similarities do you see between the creative environments in Australia, the US, and Europe?

No matter where you are, a business problem always demands a creative solution—that’s a constant. Another is the power of surrounding yourself with passionate people to ensure success and enjoy the process. What sets markets apart, though, is scale: bigger budgets, broader reach, and larger teams to manage. In Australia, being a smaller market, we need to be more agile, with creatives and suits often wearing multiple hats to get things done. In London, I had the luxury of more resources, but here, it’s about smart efficiency. One game-changer is how agencies like T&P and AKQA are able to invest early and heavily in generative AI. Bringing that experience back to Australia gives me a unique advantage—harnessing cutting-edge tech in a market that’s just starting to catch up.

As someone deeply involved in nurturing emerging talent, what advice do you give to young creatives entering the industry today?

I often get asked that question. My advice is always the same, be curious, be bold, say yes to opportunities, and always look beyond advertising. But honestly, the main advice is for my peers. Since COVID, I’ve noticed fewer CDs, ECDs, and MDs attending events or engaging with the next generation. Say yes to invitations and make time to meet aspiring creatives. Personally, I dedicate my Friday afternoons to connecting with people or replying to them on LinkedIn.

With The Works being integrated into Capgemini ANZ, how have you approached leading the team through this transition?

It’s all about maintaining focus on the bigger picture and the opportunities ahead. The team is energized, and our new hires are fully onboard with the vision. I keep it real, staying transparent and accessible throughout the process. With the support of the former partners and the backing of Capgemini, we’re in a strong position to succeed.

As the agency’s leader, what are your priorities for maintaining its legacy while adapting to Capgemini’s broader strategy?

We call it The Works 3.0—the agency you’ve always loved but upgraded. What Damian, Kev, and Douglas created 22 years ago is remarkable, with a rock-solid culture and unwavering passion. As we step into this new chapter, it’s essential for me to lead an evolution that builds on that foundation. Both our staff and clients recognize the need for change, but we’re committed to preserving the core DNA that has always defined The Works while embracing Capgemini added values.

On that front, I’m thrilled to have Douglas Nicol with us part-time, helping to bridge the gap between the agency’s rich history and its exciting future. His presence ensures that we carry forward the legacy while embracing what’s next.

What opportunities do you see emerging from this integration for The Works’ future?

The opportunities are vast. With Capgemini’s global reach, access to specialists across all sectors, and an extensive pool of data and research, we are well-positioned for growth. Despite its size, Capgemini has maintained a people-first approach, which is a significant advantage. Thanks to the group, we can invest in various AI platforms and attract talented individuals with new skills, enhancing our efficiency, creativity, and cost-effectiveness. We are also well-positioned to provide end-to-end solutions in tech and digital transformation for Capgemini’s existing clients. The group expertise in the public sector and sustainability remains unparalleled.