"An idea is good if it immediately opens up a world to me"
David Schärer, founding partner of Rod Kommunikation, faces our "13 Questions".
1. what would you work for free?
I never work for free. Which doesn't mean that the work always has to be financially rewarding. But I absolutely have to learn something and have access to an inspiring network.
2. what would you most like to promote?
For the European Union. That would be an exciting communication problem.
3. which print media do you privately subscribe to?
The New Zurich Newspaper, The Economist and the Swiss month.
4. your most fun lunch partner?
People who manage not to ask a single question during an entire lunch and thank you by email after lunch for the "inspiring conversation."
5. the best book you have read recently?
"The Return to Rheims" by sociologist and philosopher Didier Eribon. Based on his biography, he presents an analysis of the rise of the Front National in France. His story gripped and touched me and explained a lot about the dilemma of the left.
6. the best testimonial ever?
Just last fall Colin Kaepernick for Nike. After the football player didn't stand up during the national anthem but knelt down, Nike presented his face with the phrase "Believe in something. Even it means sacrificing everything" and the claim "Just do it." Nike not only succeeded in triggering a worldwide response, but also made strong gains both in sales and on the stock market.
7. what do you never want to have to hear about yourself?
Being small-minded and cozy.
8. what would you not promote under any circumstances?
Of course, as with all others, an order should fit my value scheme to some extent. But the question is much more for whom to advertise than for what. Good chemistry with the client is essential for mutual success.
9. what qualities make you a good advertiser?
I think I'm a good dramaturg with a sense of timing.
10. when you have an idea, how do you know it is good?
When it immediately opens a world to me.
11. what do you think about adblockers?
They are the obstacles on the way into people's hearts. The tipping away of advertising poses a big problem for the media industry and thus for us, too, which needs to be solved.
If you could create a campaign with an unlimited budget that would reach large parts of the world, what would your message be?
We live in the best world we've ever had - let's keep it that way.
13. which advertising campaign from your childhood left a lasting impression on you?
The Levis commercial "Pool Hall" with the song "Should I stay or should I go" by The Clash is one of my first conscious advertising memories as a teenager. At the same time, by the way, "Stop Aids." It was this campaign that motivated me to go into advertising. Being the third agency in thirty years to work on the "Love Life" campaign makes me incredibly proud.
David Schärer was born in Basel. After completing his studies at the Basel School of Design, he started his career in the press office of Theater Basel until he joined the public relations unit of the creative agency Jung von Matt/Limmat in 2000. In 2007, he founded the agency Rod Kommunikation, which he heads in partnership with co-founder and strategist Regula Bührer Fecker and managing director Pablo Koerfer. With 25 employees, the agency works for brands such as 20 Minuten, Credit Suisse, the Swiss Federal Office of Public Health ("Love Life), Swisscom and others. David Schärer is completing an Executive MBA at the Berlin School of Creative Leadership.
