Pascal Kemajou
joins The Crew as Business Director

Following fifteen years at Happiness, three at BBDO and eighteen months at Little Voice, Pascal Kemajou joins The Crew as Business Director on 19 October 2026. He will lead a number of client relationships and help drive new business as the agency builds on a year of creative renewal.

A renewed creative focus

Over the past year, The Crew has put creativity back at the heart of its business. Led by Creative Leads Iliana Couvez and Antoinette Ribas, alongside Joëlle Bélangé, Ingrid Bedoyan and Gabrielle Marsan on the commercial team, and CEO Luc de Tillesse, the agency has turned that renewed focus into results.

Across 2025 and 2026, The Crew won assignments for Subaru Benelux and the Red Cross, developed campaigns for Novartis BeLux and Merck, and continued its work with AVIQ, Ligue Braille, the Belgian Heart League, Wondergroup and IBA.

For Kemajou, the move is also a personal reunion with the person who gave him his first opportunity in advertising almost thirty years ago.

“What drew me to The Crew was, above all, the people,” says Kemajou. “It’s a small team with very different backgrounds, cultures and perspectives, where everyone feels they have a hand in building the agency. There’s a real start-up spirit: everyone is working towards the same goal, and that’s hugely energising.

“Client relationships are direct, things move quickly, and there’s a real human connection. Add great brands and causes that matter, and that’s exactly the kind of work I want to be part of. There’s a personal side to it, too: Luc gave me my first break in agency life. Working together again almost thirty years later feels like coming full circle.”

Building on the momentum

For Luc de Tillesse, founder and CEO of The Crew, the appointment is the next step in strengthening the agency’s creative and commercial capabilities.

“Decisions are increasingly driven by short-term pressures, but advertisers still need a partner who can think things through with them, share insights and move quickly when it comes to delivery,” says de Tillesse. “That’s what we’ve been building over the past year, and we’re seeing the results.

“Pascal’s arrival gives us fresh momentum. He understands brands, knows the challenges facing business leaders and builds strong relationships. His network and reputation in the industry will help us strengthen our position and continue to grow. And on a personal level, I’m proud to be working again, almost thirty years later, with someone I helped bring into the agency world.”