"Profile neuroses don't come into my office".

1. what would you work for free for one month?
Charities that want to improve the world with a lot of effort and little resources.

2. was there a moment in your life when you thought: Wow. This is great. And it's from me!
This feeling was strongest after a nighttime protest at the Kunstgewerbeschule Basel. The heated debate among students and school administration led to the mural being left standing as an expression of the 1980s movement.

3. the best testimonial ever?
Spontaneously, the legendary Vitra campaign from the 1980s comes to mind - I mean, Miles or Louise Bourgeois sat on a chair for advertising.

4. what do you personally think about the effect of advertising?
Society today is clearly advertising savvy. Effective advertising knows this and advertises in agreement with the target group, not only demanding but also giving. This engagement anchors a brand.

5. what does not come to the office under any circumstances?
Profile neuroses. Very exhausting.

6. if you had not become an advertiser - what then?
Since chance has played a not insignificant role in my life, I'll give you a few professions to choose from: Director, writer and carpenter.

7. is the opinion true that you can't grow old in agencies, or is that a prejudice?
Nonsense. Natural curiosity and a basic sporting attitude work wonders.

8. has your media behavior changed in the last three years?
I'm trying to focus my professionally erratic media behavior more again. For the good of everyone - family, employees and me.

9. what do you see as the biggest challenge for advertising at the moment?
The basis is still a strong big idea. Today, however, this must be communicated in ever new channels in a way that is appropriate for the media, so that the fractal perception of the brand can be controlled in a targeted manner.

10. what is impossible for you to do without?
Art and sport. The lack of both quickly makes me unenjoyable - even if I can only admit this badly.

11: What do you think about owned media?
A lot. Here, exciting storytelling can lead a brand to more profile and depth. But even if this is difficult to program, the goal should always be Earned Media as well.

12. who or what inspired you to enter the advertising/communications industry?
My father. After my trial apprenticeship at an agency, I swore to him that I would never become a graphic designer. He laughed.

13. what would you not advertise under any circumstances?
Cigarettes and the SVP.

1999 founded Gabriel Peisker together with Sybille Erdmann the agency Erdmannpeisker. The two got to know and appreciate each other at Smart in Biel. What started small is still small today, but with big brands and award-winning work. For the mountain sports equipment manufacturer Mammut, the Biel-based creative agency creates irritating images in the Alps together with hundreds of mountaineers. This involvement campaign not only won gold at the Effi in 2012, but also at the Marketing Trophy, where it also won the audience award. The agency's other clients include companies such as Rivella, Smart, Swisslos and Darvida.

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