"There's an insane amount of talk in the advertising industry. And everyone is so incredibly good."

1. which advertising should be banned?

Without thinking twice: all overlays! Whether an interstitial on mobile or a content overlay on the desktop. Advertising should arouse curiosity, offer the user added value or simply come across as cheekily provocative. If I can achieve this, I don't have to force the user to see my advertising because they will consume it voluntarily. I find it impossible to block a user's content with advertising, and no customer needs the desperate fail clicks that result because the user just wants to close the advertising.

2 If you hadn't become an advertiser - what then?

Then I would have stayed in art. Or a photographer.

3. does the classic agency model have a long-term future?

The classic agency model will not die out in the long term, but in the short term. Hence "RIP advertising agency" and "Welcome the answer". Those who stand still will simply be overrun in the next few years. Nevertheless, it should not be forgotten that nothing is really good without a good idea.

4. what do you never want to hear about yourself?

That I was blonde. Or that I'm just a woman.

Have you ever thought about leaving the advertising industry?

Again and again! 😉 But just as often, I know why I don't do it.

6. can you tell us a little secret?

With our agency Die Antwort, we will soon be coming out with our own digital media range.

7. what do you still want to achieve?

Become happier.

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

I think the ultimate goal is a happy customer. And to achieve or even exceed the customer's objectives. Everything else is an afterthought. I'd rather have a marketing award than an award for a beautiful design, because the marketing award also proves that something has worked. We have also decided to only accept international entries.

9. what annoys you about the local advertising industry?

There is so much talk. And everyone is so incredibly good. Titles and functions on business cards are often more important than anything else. Earning as much as possible and working as little as possible.

10. what was the best decision of your life?

Having a child. It shows you how unimportant you are and what is really important.

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

There's a certain pride, no doubt about it. And when my daughter shouts in the car "Look mommy, that's from you!", it's of course nice. But there is always the hope that this campaign will also achieve the corresponding objectives.

12 What is currently overestimated?

Our profession. Everyone is fighting for recognition and a pat on the back. Yet we "only" do communication and advertising. The people who save or try to save people every day receive too little recognition. So a doctor, a pediatrician or the employees of our customer Schutz & Rettung, who experience a lot every day...and have to see a lot.

Why aren't there more women in the top echelons of the Swiss advertising industry?

Because there are many women who don't have the confidence. Or don't get the chance to do a CD job, for example. As a woman, you are not taken equally seriously, quota or not. Yet many women have bigger "balls" than some men in the industry.

Sarah Hiltebrand is CD and partner at The answer. Together with Reto Dürrenberger, she founded the agency Werbeanstalt Schweiz, which became Die Antwort in 2018. She has also been co-owner and brand manager of Rent a Rentner since 2009.