"Britney Spears or Guido Maria Kretschmer."

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
I'd love to. In this country, by that rascal who recently stole my mobile, and throughout Europe, by Prof. Dr. Dirk Boll, because he's responsible for the Christie's business there and I've always wanted to know what goes on in his art-pregnant world.

2. what would you work for free?
There is a colorful bouquet of options. All of them are fragrant. For example, as the companion of a scent researcher in the jungles of Indonesia. As an observer of a crew of scientists who want to interweave all the advantages of flora and fauna with our world (bionics). Construction worker, wreck diver, goldsmith, inspector, court interpreter, shell diver, small child educator, songwriter, tamer, investigator or street juggler, who recreates with balloons what the heart desires.

3. what does not come to the office under any circumstances?
Men's leather sandals - and all other men's sandals. Whereby I have no decision-making power there.

4. what advertising should be banned?
Cleaning product commercials in which the monotonous keyboard of gender stereotypes, family stereotypes are played. And commercials in which testimonials have been pulled out by the hair. Like Britney Spears and Skechers or Guido Maria Kretschmer and Actimel, Cosma Shiva Hagen and Parship.de ... It's also stunning when a young girl bums around on a swing between skyscrapers while eating jogurette with relish.

5. What inspired you to enter the advertising/communications industry?
The written word, flanked by my almost inexhaustible curiosity.

6. who was the most fun lunch partner?
Sir Bob Geldof. The lunch was not only edible, but especially drinkable.

7. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
A moment for eternity - my daughter!

8. what are you sorry for?
That my intervertebral disc behaves as if it had to work for decades during the day.

9. Do you fall for advertising? When?
Sure. But I don't notice it - except that my forehead is wrinkled with worry and I look like an old house by now. And yes, even if I neither wear Skechers nor listen to Britney Spears, I never forget this collaboration. And it must be 15 years old already.

10. what is impossible for you to do without?
Watch, bike, sun, meat, pen, notebook, music, reading passes, shirts buttoned to the top, ink under my skin - my daughter. And the freedom of not having to follow any order.

11. what do you never want to have to hear about yourself?
That Goodluck Jonathan wears men's sandals and looks like me.

12. what would you not promote under any circumstances?
Goodluck Jonathan.

13. which advertising medium do you find abominable?
Tattooed footballer's forearms, which carry birth dates or family portraits out into the world.

Cyril Schicker was once an athlete, then an investment advisor - only to become editor-in-chief (Punktmagazin). In between, he edited an art magazine, and is now a father, columnist, blogger, music journalist and copywriter/content manager at the Zurich communications agency Geyst.

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

Implementation 13 Questions: Thomas Häusermann