Interview with Youri Guerassimov: CEO of Marcel, Paris-based Creative Agency
Marcel's Strategies for Thriving in the AI Era
By Anirban Roy Choudhury* Published On Jun 10, 2025 at 01:46 AM IST* + Telegram + Facebook + Copy Link
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- youri guerassimov
- photoshop
- hack market
- Digital Cover
- Marcel
- Orange
- AI
According to Youri Guerassimov, CEO of Marcel, maintaining authenticity in work is the cornerstone of their creative approach. This commitment to the truth and realness runs deep, fueling their uncanny knack for bold ideas and cultural relevance.
Authentic Storytelling
As exemplified in their "WoMen's Football" campaign for Orange, Marcel skillfully swaps male player highlights with female athlete performances to stir cultural conversation around gender perceptions[1]. Authentic storytelling lies at the heart of their creative campaigns, striking a chord with audiences worldwide.
Balancing Creativity and Client Objectives
Confronted with the challenge of balancing creative audacity with client goals, Guerassimov underscores the importance of strategic planning complementing boundless creativity. He views AI not as a replacement for artistic flair, but as a potential enhancer that can elevate their work[1].
Embracing AI
In the age of advanced AI, Guerassimov sees ambitious opportunities for married traditional and futuristic artistry. By embracing AI as a technology to bolster their ideas, Marcel stays rooted in their authenticity while expanding their creative limits.
In a world where time is money, Guerassimov acknowledges the pressure to deliver exceptional results within shorter timelines. Regardless, their unyielding commitment to authenticity remains their driving force, ensuring that every campaign is a testament to their resolve to tell stories that resonate with audiences.
Key Strategies:
- Focus on Relevant and Pertinent Narratives: Build campaigns around stories that reflect current societal issues and spark resonance with the audience.
- Strategic Planning: Incorporate careful planning and a deep understanding of client goals to channel creative energy effectively.
- Leverage AI as a Tool: Innovate by exploring how AI can extend the boundaries of creative possibilities, without losing sight of the need for authenticity.
Marcel's Legacy
While brace for the AI future, Guerassimov vows to keep Marcel's core values rooted in their work. He envisions a legacy of authentic storytelling that transcends trends and continues to impact culture positively, embodied by the agency's ability to navigate the intertwining worlds of creativity and technology.
[1] "Marcel's Creative Approach and Commitment to Authenticity," Digital Cover, https://digitalcover.co/marcel-creative-approach-and-commitment-to-authenticity/ (accessed Jun 10, 2025).
- In the interview, Youri Guerassimov, CEO of Marcel, discusses the importance of balancing creativity and client objectives, stating that AI could potentially enhance their work by expanding creative limits without compromising authenticity.
- Marcel, a creative agency based in Paris, is known for its commitment to authentic storytelling, as seen in their "WoMen's Football" campaign, where they replaced male player highlights with female athlete performances to encourage cultural conversation about gender perceptions.
- Youri Guerassimov, discussing Marcel's focus on relevant and pertinent narratives, emphasized the need to build campaigns around stories that reflect current societal issues and resonate with the audience.
