"In Switzerland, many agencies are overjuvenated".

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Donald Trump. If I could have his Twitter account for a day, maybe I could save the world.

2. who was the most fun lunch partner?
Mr. Dünner. A then 88-year-old convinced city cyclist, with whom we made a film
for the city of Zurich. He invited us to canapé in a great garden café near the Triemli - time seemed to have stood still there. Over thin coffee, we had a great time there.

3. the best testimonial ever?
Mr. Dünner's. The director Jonas Meier had made a wonderful film about him with us.

4. when you have an idea, how do you know it is good?
If you want to make them right away, no matter what time of day.

5. name a campaign that has recently caught your eye in a positive way, but is not yours.
Just today I saw a smart social media story. "Check it before it's removed" by DDB Berlin for Pink Ribbon Germany. Here they play with the fact that Facebook pictures are removed immediately if they contain a female breast. So you have to react quickly.

6. a buzz word that gets on your nerves?
Digital. For me, it's a given that new media belong in campaign orchestration. So clear that digital will hopefully soon no longer be needed as a positioning / demarcation.

7. is the opinion that you can't grow old in agencies true, or is that a prejudice?
Digitization or not: In Switzerland, many agencies are indeed overyoung. In other countries, this seems less the case to me. In England, for example, experienced agency people are given a lot of respect, even in lower job positions. My experience has shown that classic creatives also often work very well on online briefings.

8. does the advertising industry receive enough appreciation for its work?
There are many works that do not deserve any appreciation. On the other hand, there are many things that bring an important topic into the conversation or are simply good. When I look at architecture, for example, I also have to say: there are outstanding works, but also a lot of miserable ones, for example when I look from my window at the new Züri West. But architecture has a much better reputation, of course.

9. what do you see as the biggest challenge for advertising at the moment?
For some, the fast media lead to a reduction in the quality of ideas and implementation. That's nonsense, of course. In the new media in particular, just as much attention should be paid to quality as on classic channels.

10. what role do awards play in the advertising industry?
A big one, of course. Personally, I find that the drive of the awards, some of which are really bloated, certainly gives a boost to ideas with charitable intentions. These can then, if they are also made conscientiously, develop a meaningful effect.

11. what do you regret?
That I have not, in part, been a stronger advocate for ideas. With the customer, internally, in defense of award committees, through unconditional preparation when the idea is through. But here it also helps to have security through position and experience, which you first have to have.

12. which professional colleague would you take with you to a desert island?
A programmer from our agency. Calm in person. Genius in execution. Could at best even program a sun sail.

13. what would you work for free?
Of course, this happens all the time. For organizations with a social or political commitment that work for a cosmopolitan society, for example.

Samuel Textor is Creative Director and founder at Freundliche Grüsse. Previously, he worked as a copywriter and creative director at various agencies. Freundliche Grüsse is a new full-service creative agency in Zurich and Berlin, with a digital core and a focus on
integrated campaigns. Clients include Allianz Suisse, Raiffeisen, Adidas, Sonova, Franke, Brack.ch. The agency was founded in 2014 and in this short time has already won several national and international awards.

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

Implementation 13 Questions: Thomas Häusermann