"My companions from the past are hardly still in the industry"

1. which print media do you privately subscribe to?

The original Australian edition of the "Donna Hay Magazine fast.fresh.simple"

2. what advertising should be banned?

Anyone who takes their target group for fools.

3. what does your private TV consumption behavior look like?

Netflix has me firmly in its grip.

4. the best testimonial ever?

The life of Kim Kardashian. Generating annual sales of 50 million dollars from absolutely nothing - you have to manage that first.

5 If you hadn't become a brand consultant - what then?

Architect - although the professions are closer than you might think.

6. is the opinion true that you can't grow old in agencies, or is that a prejudice?

No. But my companions from the past probably have a different opinion. They are hardly active in the industry anymore.

7. Does the classic agency model have a long-term future?

If you understand a classic agency model to be an organization that is constantly reinventing itself while remaining true to its identity, then yes!

8. ever thought about leaving the advertising industry?

Sure! That's the only way I came across Noord.

9. what qualities make you a good brand consultant?

I can listen well. And I can condense what is said.

10. when you have an idea, how do you know it is good?

If the derivation seems to write itself.

11 What do you think of ad blockers?

Given the quality of the average banner ad, I can understand their use. If an advertising medium is so unpopular and can be faded out so easily, our industry needs to come up with something new.

If you could create a campaign with an unlimited budget that would reach large parts of the world, what would your message be?

Someone once said that the common denominator of all world religions is "Don't be an asshole". That would be a nice message to humanity, wouldn't it?

13. which advertising campaign from your childhood left a lasting impression on you?

"Got Milk?" by Jeff Manning. And the "mustache" trend is still going strong, only more lactose-friendly.

Nicole Trasatti is a qualified head of marketing communications and specializes in brand management. She has more than 25 years of agency experience in Zurich and Bern and was co-owner of the Neue LGK agency for over 15 years, where she was head of consulting. Since October 1, 2015, she has been co-owner and managing director of Noord. The Bern design agency focuses on corporate design, editorial and web design as well as brand conception.