"The biggest challenge is to dare to change. Not just for advertising."

1. what would you work for free?

Michelle Obama's presidential campaign.

2. the best book you've read recently?

"Scale" by Geoffrey West - a theoretical physicist who describes growth theories that affect living beings as well as cities, companies and networks. Fascinating!

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

Computer, iPhone and stove with oven.

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

Archaeologist. Indiana Jones was my idol - funny, I only now realize that the name actually fits a woman too ... At some point I realized that it would mean less adventure and more small-town museum - not my cup of tea! I'd rather work on campaigns that could change something or the world.

5. what would you most like to promote?

Tolerance.

6. what do you see as the biggest challenge for advertising at the moment?

The biggest challenge - not just for advertising, but for everyone in the course of their lives - is to be honest with yourself and dare to change, at the latest when things are no longer going as well as they have been. Don't just talk about it all the time! That only gets on everyone's nerves.

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

I can't imagine it. But print has been declared dead for some time now, so it's still going quite well.

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

This unpleasant German is once again bringing herself into the conversation, and everything she says is stupid - as usual.

9. can you tell us a little secret?

I still write with the ballpoint pens and these ingenious Japanese Pentel pens from Jung von Matt ... since 2011.

10. which award would you like to win?

The Nobel Prize.

Which professional colleague would you take with you to a desert island?

The weird thing is: I can think of almost only men! Which in my eyes points to the numerical imbalance in my field - creation - but could be misunderstood as an answer to this question. Sorry, husband, and hello: ...

12. which movie title best describes your career to date?

"Back to the future".

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

Having children. Of course, this wouldn't actually remain here, but would have to be supplemented with a little rant about the difficulties you suddenly encounter as a mother in your professional life. Because before like this: #no idea.

Inken Rohweder is CEO (Creative Equity Officer) at Inkenrohweder.com and has won the "Michael & Helga Conrad Scholarship for Creative Leadership" at the Berlin School. Rohweder has already gained over a decade of experience in the creative industry.