Born in La Plata, Argentina, where he studied anthropology. In 1986 the opportunity to explore Spain comes up, in Madrid he begins to research consumer issues: first through the agency Contrapunto with Ana Botana and Ángel de Lucas. In 1989 he begins to collaborate with Inner Strategic Research. In 1995 he is designated Director of Research, managing relevant accounts like Reckitt & Colman or the PSA Group (Peugeot-Citroën). In 1998 he becomes a shareholder and runs the International Department. From this position, he coordinates the international studies and the opening of offices in Latin America (Argentina, Brazil) and Africa (Côte d’Ivoir).
In 2001 he feels the need to capitalise the experience with a more sedentary and strategic oriented role. He becomes Director of the unit of Brand Planning. With the merging of Inner in Synovate the agency rearranges and Gastón leads the Motoresearch division, with clients like PSA and Mercedes Benz Spain.
In 2006 he sets out to search for new horizons. In 2009 he discovers the potential of anthropology in marketing. The works of Hofstede, Trompenaars, and Hampden-Turner fascinate him with their ability to explain human behavior with a new, more comprehensive perspective. In 2010 he is certified in the Cultural Detective methodology. For seven years, Gaston performs as an intercultural expert for agencies like Cartus: Corporate Relocation Services.
For a short period of time, he leaves research and anthropology aside to work as a Strategic Planner at Innocean Worldwide Spain. A very stimulating experience that allows him to develop a more holistic and energetic vision of the business. But his love is research and he reunites with it in the “Human Truths” project. Gastón leads this project that will change his view on research and businesses. There, he meets Alex Pallete and Verónica Cortes from Schweppes Spain, two people crucial to his professional reorientation. “What truly matters to people” becomes his motto and anthropology goes back to being the forefront of his purpose. Until today.
Gastón is a researcher. He needs to deeply understand things, why they happen. To reflect and give meaning to the reality that surrounds him. He wants to reach the very essence of every issue. But he is not alone seeker: his main tool is dialogue. Ideas have purpose when they are shared and heard by others. His memory will never erase his conversations with Horacio Scebba and Nora López, the team from “Human Truths”.
In 2018 he tries Picnic, he knew them before, but now from the inside. He discovers that Picnic is not a consultant, but a transcendent experience.
Gastón is the father of two fantastic daughters, Amelia and Lucía. With them, he enjoys and savors every moment. His life has more meaning around them. Cooking completes the podium of things he loves doing.