"I would never advertise for political parties".

Lukas Frei, Managing Director Creation at Scholz & Friends, reveals why in our "13 questions to" series.


1. what does not come to your office under any circumstances?

2. what would you most like to promote?
For a watch. Or a beer. Or a furniture store. Or an insurance company. Or an airline. Or a sporting goods company. Or a bank. Or a hotel chain. Or a fashion label. Or a federal office. Or a cultural institution.

3. what advertising should be banned?
Logos milled into cornfields.

4. the best testimonial ever?
Lisa Simpson for the Frankfurter Allgemeine.


5. if you had not become an advertiser - what then?
When I was a boy, I wanted to be a cab driver. My complete lack of sense of direction prevented that.

6. is the opinion true that you can't grow old in agencies, or is that a prejudice?
With a good dose of Zen Buddhism, it is possible.

7. do you fall for advertising? When?
Falling in is an inappropriate word. But yes, of course I let myself be influenced by good advertising and that again and again and with pleasure.

8. what do you never want to have to hear about yourself?
He doesn't care.

9. what would you not promote under any circumstances?
Political parties.

10. what are you determined to achieve?
As an "agency for change", we question existing thought patterns and get things moving.

11. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
I think the insights of the UBS pension campaign are very apt.

12. when you have an idea, how do you know it is good?
When the gut can also convince the head.

13: Where do you see the biggest challenge for the advertising industry at the moment?
Create relevant and interesting content.

Luke Frei has been Managing Director Creation at Scholz & Friends. Previously, he worked for Jung von Matt/Limmat for over ten years, first as Art Director and then as Creative Director. Many of his campaigns have won national and international awards. He is a member of ADC and a lecturer and school board member at Ad School. He is also an ardent supporter of FC Basel, a passionate tin boat collector and dog owner.

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

Implementation 13 Questions: Thomas Häusermann

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