"You simply can't conceptualize communication the way you did in 2012."

1. how has advertising changed since you started?

Facts used to be arguments. Time was still something you had. If you consider how much the attention span has decreased in recent years alone, you simply can't design communication the way you did in 2012.

2. who was your most fun lunch partner?

Bobby McFerrin. I asked him about his Scrabble past before his music career. And he already opened the game board.

3. what would you most like to promote?

For customers who see the challenges of the future not as a burden, but as a pleasure and an opportunity.

4. the best testimonial ever?

I would not say the best, but Clementine has haunted me throughout my youth. Even today, she mercilessly appears in my mind's eye at the sight of a package Ariel.

5. if you had not become an advertiser - what then?

Probably a cheesemaker. Or a starving painter and man of letters.

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

Admittedly: There used to be one or two more glasses, which at best affected your stamina. But no matter what industry you work in today: If the desire to discover new things falls by the wayside, there won't be an exciting tomorrow anywhere.

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

Our times and challenges are becoming increasingly complex. It would be presumptuous of a traditional agency to think that it can find the right answer to everything on its own. So I praise our interdisciplinary collaboration with Farner specialists from all communications disciplines. From change management to online and offline campaigning to reputation and crisis management.

8. ever thought about leaving the advertising industry?

Sure. The first time, the consultant became a conceptual designer/copywriter. The second time, a filmmaker. The third time a creative director. I'm curious to see what else comes along.

9. what role do awards play in the advertising industry?

Awards make their mark. That's (usually) the right thing to do.

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

If even after sleeping on it twice, I still believe in it.

11. what goes through your mind when you see a campaign penned by you on the street or on television?

This could have been done even better.

Where do you see the biggest challenge for the advertising industry at the moment?

That far too few people ask themselves the question: Is what we're doing here right now really remarkable? In other words, worth a remark. In other words: really relevant for people.

13. what was the best thing you did in the last five years?

The weekly bouquet of flowers for my wife.

Martin fox is Creative Director and member of the management team at Yjoo by Farner. He started his career in consulting, later worked as a copywriter/concept developer for agencies in Cologne, Vienna, London and Switzerland. He then worked as a TV producer for the "Kulturmagazin" of Swiss television, realized doc films and TV features in Cape Town, which were shown on ARD, SRF and at international film festivals. For over ten years, he has worked as a creative director, including for Ammarkt and The Washing Line. At the beginning of 2017 he joined Yjoo by Farner.

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