Gem received a degree in Business Administration & Management and an MBA from ESADE.  He started to work in Advertising back in 1998 at SCPF an independent agency within WPP.

He then worked at a consultancy called Planners, which WPP also bought and aligned with the international consulting group Added Value.

Later he went to work in Madrid at the advertising agency TAPSA, as General Director of Strategy. A few months later this agency was also bought by WPP and today is part of the Young&Rubicam group.

In 2010, tired of the weekly commute from Madrid to Barcelona he began working Bassat Ogilvy Barcelona, as the Creative Strategy Director, until March 2014. 

Currently, he is the Head of Planning at LOLA, part of the MullenLowe group.

Throughout his career he has worked for great names in advertising like Vodafone, Nike, Mutua Madrileña, Banco de Santander, la ”Caixa”, Coca-Cola, Heineken, Damm, San Miguel, Unilever, Nestlé, SEAT and also with lesser known brands and names. 

He was President of APG Spain (Account Planning Group) from 2011 to 2013.

He has been on the Effie jury in Spain, El Sol and FIAP among others.

He enjoys teaching and has done so in several universities and business schools in Barcelona and Madrid. He is a Barça fan.