"The Toni ads in the Tagi Magi inspired me".

1. what would you most like to promote?
Preferably for brands that aren't at the top yet, but want to get there - Challenger.

2. what advertising should be banned?
Anything that is commercially available may be advertised.

3. the best book you have read lately?
"From the End of Solitude" by Benedict Wells published by Diogenes.

4. the best testimonial ever?
Henry Kissinger as an unexpected seatmate in business class for The Economist.

https://www.youtube.com/watch?v=1vTMogcvVeM

5. what do you see as the biggest challenge for advertising at the moment?
Ensuring brand management as the industry moves away from overall mandates to sub-projects.

6. what do you think about owned media?
Brands that are smart are continually building them.

7. what do you never want to have to hear about yourself?
It is not binding.

8. can you tell us a little secret?
I was a volunteer Samichlaus in an association for 25 years.

9. what inspired you to enter the advertising industry?
The Toni ads in Tagi Magi.

10. which advertising medium do you find abominable?
Adwords. Not exactly hideous, but uninspired.

11. what are you determined to achieve?
We want to be a trend-setting creative brand. Thjnk thoughts should have the power to change brands and markets.

12. what qualities make a good advertiser?
It needs only one quality: style confidence.

Which professional colleague would you take with you to a desert island?
Michael Conrad. I could listen to him for hours. Even when he sings and accompanies himself on the guitar.

Alexander Jaggy is Managing Director Creation and co-founder of Thjnk Zurich. The agency launched on June 1, 2016 as "The grown-up start-up" and after seven months is already working for brands such as Swissôtel, Bio Suisse, Swissbau or SRF.

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

Implementation: Thomas Häusermann