"It's a strong statement from Maurice and the Publicis Groupe," says Raillard of the fact that Marcel will be headed by a creative team. "We have a dream for Marcel, and we'll do anything we can to make it happen." In particular, the pair say in a statement that they hope to establish the "first real international agency based in Paris," a city whose industry they say is too "French-oriented." "Marcel intends to become a mix of the French culture, and the culture of all the international people we’re going to hire," they add.
Fred & Farid rose to international prominence in 2001 and 2002 with back-to-back Gold Lion wins for two different agencies, CLM BBDO in Paris and BBH in London. In late 2002, the pair joined Goodby, Silverstein & Partners, where they spearheaded work for Netflix and Pony before announcing their departure in February.