13 Questions for... Regula Bührer Fecker

1. what would you work for free for one month?
I don't do the free work thing anymore. Because paying customers finance free customers at the end of the day. Is that fair? No. And it always leaves a bitter aftertaste. Since Rod doesn't participate in any fart awards and doesn't need fictitious jobs, we don't have to. Our work should be paid. The only exception I make is in advising family and friends.

2. where and how have you ever bluffed in your life?
I do that all the time. No one has an absolute guarantee that an advertising strategy will actually work. But you need the confidence to put all the essential elements in place so that it should work. And the strength to sell it with conviction. Sometimes you need to bluff for that.

3. what does not come to the office under any circumstances?
A different dog than mine. The territory at Rod is pretty clearly marked out by Öski.

4. what was the most fun lunch partner?
My favorite lunch partners are David, Oli and Pablo. Simply because we speak the same language, the humor is the same and we have a lot to say to each other.

5. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
Yes, many times - fortunately! Especially when I think about the creation of a campaign, all the side stories and the challenges I've mastered. It always looks so simple.

6. the best testimonial ever?
All the real people who stand up for "Love Life - Bereue nichts" and make a personal, proud statement for a protected sex life. Their courage makes the campaign credible.

7. do you tell other people how much you earn?
So my husband and the man from the tax office do.

8. has your media behavior changed in the last three years?
Yes, after a flood and plenty, I consume very zen selectively. And have my favorite media brands to which I am loyal. Every now and then I try something new out of interest, but rarely add anything to my permanent repertoire.

9. what do you see as the biggest challenge for advertising at the moment?
That they don't all run around like headless chickens, tearing each other apart.

10. what is impossible for you to do without?
To my brain.

11. what would you most like to promote?
Against the Swiss population not gradually settling into the redoubt and longing for the old days, and for all of us daring to define and assert our role in a changing world. Now. Because the train is really whistling for departure.

12. if you had not become an advertiser - what then?
Cook, detective or gardener.

13. ever thought about leaving the advertising industry?
No, not really. My thoughts are rather to focus even more consistently on strategy so that I can think, invent and write more. A small, deep pond with no limits - paradoxical as that may sound.

Regula Bührer Fecker founded Rod in 2007 together with David Schärer and Oliver Fennel and is one of the agency's four partners. The strategist won the title of Advertiser of the Year in 2010 and 2014. She is co-responsible for the current "Love Life - Bereue nichts" campaign as well as other popular campaigns, such as "Slow down. Take it easy." Her work for the current SBB campaign is also highly visible. In addition, the Miami Ad School graduate is passionate about researching the Swiss advertising industry. In 2012, Regula Fecker was elected to the Board of Directors of SRG.

The "13 Questions" appear both online and in the print edition of Werbewoche.