"The eternal whining is annoying".

1. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Je suis Charlie.

2. what annoys you about the local advertising industry?
The eternal whine. We are in the most exciting time since there has been advertising.

3. what do you see as the biggest challenge for advertising at the moment?
quality. But it should always be.

4. Do you fall for advertising? When?
Of course. Anyone who says otherwise is lying. And they have no idea how advertising has a psychological influence on their own decisions.

5. what is impossible for you to do without?
Health.

6. what do you think about owned media?
What do you think of Buzz Words?

7. a buzz word that gets on your nerves?
Owned Media.

8. ever thought about leaving the advertising industry?
Daily. Only those who constantly question themselves remain true to themselves.

9. if you had not become an advertiser - what then?
See next question.

10. what are you sorry for?
Advertisers who would have liked to become something else.

11. what are you determined to achieve?
Cook a 5-course meal and be able to coordinate this for time.

12. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Elon Musk.

13. can you tell us a little secret?
Yes.

Florian Beck is Executive Creative Director of Serranetga. The communication design graduate is not only a member of Serranetga's management, but has also been a member of the Swiss ADC, ADC New York and the British D&AD for over eleven years.

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

Implementation 13 Questions: Thomann's Häusermann