"Those who stick to the classic agency model will soon have a rude awakening"

1. what does not come to your office under any circumstances?
A dreamcatcher! I'm allergic to these things. We already have a Maneki-Neko, an Asian waving cat, that's enough.

2. what is your private TV consumption behavior like?
I'm a heavy user - one of my biggest bad habits. But the good thing about it is that TV sometimes gives me good ideas - even if only subconsciously.

3. if you hadn't become an advertiser - what then?
I would have become an entertainer at Club Med or, at best, a snowboard pro.

4. Does the classic agency model have a long-term future?
In the long term? It no longer has that today. Anyone who still genuinely believes this and clings to it will soon be in for a rude awakening. I see great opportunities for smaller, innovative and flexible agencies in particular.

5 What do you think of owned media?
It is a massive mistake for any brand not to use owned media. Of course you have to know how, but that's why there are professionals like us. It's a great tool, especially for small brands or businesses without a large media budget, and you can achieve a lot with very little.

6. can you tell us a little secret?
My name is Grischa and I'm a sneaker addict.

7. what inspired you to enter the advertising and communications industry?
They were my father and my late godfather Luigi Grendene. Even though they didn't make it easy for me, I achieved my goals in the industry. So nothing to do with vitamin B.

8. what do you regret?
There's quite a lot. When I can decide on something, I'll get back to you.

9. what qualities make you a good advertiser?
The quality of being a perfectionist and pedant. I put my heart and soul into my job and would like this to spill over into my environment.

10. which professional colleague would you take with you to a desert island?
Benny Goldstein (CD at KSP). I make a cross on the ceiling when we meet for lunch more than once a year. That way he can't just leave the restaurant after an hour and race back to the agency ... Besides, he's highly amusing and a good cook.

11. what annoys you about the local advertising industry?
The eternal food envy and ass-kissing. I've caught myself doing it too ... unfortunately! A little more openness and tolerance would be nice.

12. when is there a bad mood in your agency?
When there is no more beer in the fridge.

13. when you have an idea, how do you know it is good?
If the idea can be played cleanly across all media, digital and classic, over a longer period of time without losing any of its power.

Grischa Rubinick was born into the world of communication, as his parents were already advertisers. He began his career as a litographer, soon worked as a graphic designer and art director and finally became creative director. He graduated from the ADC / BSW creative school in 2001. Rubinick has worked for various international network agencies, including J. Walter Thompson, Advico Young & Rubicam and Publicis. During this time, he developed numerous successful campaigns for brands such as Coca-Cola, Deutsche Bank, Unilever, Orange, Heineken, Mazda and Garnier. Rubinick has been awarded the most important national and international creative prizes for his work - including several Cannes Lions. Grischa Rubinick has been a member of the Art Directors Club Switzerland since 2009. In 2015 he was a juror at the Cannes Lions Festival.

The "13 Questions" appear both online and in the print edition of Werbewoche. Realization: Thomas Häusermann