Backed by a wealth of experience gained in printmaking and later in photography where he perfected his image processing skills in Monaco under the guidance of one of Helmut Newton's printers, among other masters, Jean-Didier Loizeau chose to pursue his career in advertising. He joined BDDP in 1988 as Production Engineer, in charge of pre-print and print for prestigious brands such as BMW, Belin, Playskool, Porto Cruz, SNCF, Suez, UAP, McDonald's and others. This is where he first met Antoine Barthuel, who was later to become his life-long professional accomplice. In 1998, after winning 3 US Golden Awards for print quality (the first ever won by an advertising agency in France), he left BDDP@TBWA to create and manage the print production department at Le Nouvel Eldorado (Havas Advertising Group). In 2000, he joined Antoine and Daniel as Production Director for BETC EURO RSCG where he met Gilles, Jean-Luc and Madjid and where, in addition to his print duties, he supervised a number of cross-function projects linked to the Agency's reorganization. In 2004, Jean-Didier was appointed Executive Officer of Empreinte BBDO, the print production platform of BBDO Paris, before joining M&C SAATCHI.GAD as a partner in 2005 and contributing to the agency's creation by setting up its print production activity. Since January 2007, JDL has been heading the agency's production department dedicated to the trades of the Graphic Arts chain.