"In the long run, I think we're all unemployed".

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

An ugly whiteboard. Admittedly, my creative solution of perforated boards, magnets and colorful post-its has its limitations. But my eye for beautiful things doesn't allow this design sin - and we've still mastered every workshop this way.

2. what would you most like to promote?

Girls and women. We need more of them in politics, business and science. Oh yes, and men in social professions and with their families. This is a topic close to my heart. A campaign that effectively dismantles harmful stereotypes in society would be a nice challenge.

3. which print media do you privately subscribe to?

I would like to confess: I have the NZZ on Sunday but never read them. My guilty conscience that I, as a communications professional, only consume quality journalism sporadically and selectively is enormous. My excuse: Opinion formation today happens on social media, and I'm very present there and like to contradict with facts.

4. what advertising should be banned?

Should we ban advertising or work to be a society of responsible individuals who can classify it as such? I would be in favor of broad-based funding for the fourth estate in the state. We also need to find better solutions for privacy protection and against fake news.

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

I said goodbye to my good old friend TV over three years ago because I wanted to use my time more wisely. I don't watch TV anymore, but I regularly watch American Late Night on YouTube - very exciting in times of Trump - and movies on Netflix. Cinema is the best anyway.

6. which three electronic devices could you do without last?

Indispensable: cell phone and laptop. Are there any other electronic devices? Oh yes: I wouldn't want to do without my record player. It makes evenings and Sundays more enjoyable - in fact, it makes my whole life more enjoyable.

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

Only until artificial intelligence replaces us - in the long term we are probably all unemployed. I work situationally with a network of freelancers and other agencies, very closely and on an equal footing. This model definitely has a future, as it reduces overhead and brings together the best specialists for the project. But at the same time, young people have to be able to learn somewhere, and not everyone is cut out for self-employment or client consulting. And smaller customers need someone who can keep an eye on the big picture.

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

I woke up one day and knew: I'm going to start my own business. There was no way back from that thought. Whether it's the best thing to do? Only time will tell.

9. Do you fall for advertising? When?

Of course, would I be in this business otherwise? I like to fall for it when it touches me. If the advertiser has understood me, isn't there a good chance that the product or service will suit me? I think that's called relevance, and that's what I look for every day in my job.

10. what is impossible for you to do without?

Dancing. That's pure joie de vivre, where I forget everything else. Preferably with a partner who harmonizes perfectly.

11. what do you never want to have to hear about yourself?

She did not have the courage.

12. which five records (albums) would you take with you to the desert island?

I'm listening to the album "Grassified" by the Dutch band Bluegrass Boogiemen - great! Against the loneliness on the island Ella Fitzgerald and Louis Armstrong (Ella & Louis) help, for dancing and laughing I take Louis Prima ("Just a Gigolo"). In frustrating moments I need the Sex Pistols ("Never Mind the Bollocks") to reduce stress. For sad moments, Amy Winehouse ("Back to Black") accompanies me.

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

When I express them in one sentence and my colleagues make big eyes. But it's more important to know that an idea is bad, it's easy to get lost.

Katrin Hasler is the owner of the Zurich agency Ruby, who specializes in branding, communication and design. After studying marketing, she first worked on the corporate side, but soon switched to the agency side, where it seemed more creative and varied. She was responsible for national and international clients from a wide range of industries as a consultant, concept developer and copywriter.