"Women are like this, men are like that - totally outdated".

1. which print media do you subscribe to?

I like the classic women's magazines and Sunday newspapers. Especially on Sundays I have time to read. I look forward to this moment every week, to be able to read background stories in peace.

2. what advertising should be banned?

Any advertising that pigeonholes people. Women are like this, men are like that - totally outdated. Online tracking can also get on your nerves. It makes me feel like I'm really being followed by advertising. That's creepy.

3. what does not come to the office under any circumstances?

Negative people and schemers - I can't stand that at all.

4. what do you think about influencer marketing?

We have been working with influencers from a wide variety of fields for a very long time - from Instagrammers and Youtubers to actors, chefs and athletes. Used correctly, influencer marketing brings many benefits. The influencer is seen as trustworthy and credible by his followers, and a company reaches many valuable contacts through his reach. In addition, valuable content is produced. However, depending on the needs of the customer, the right channels should be used - there are stories that are still better told through print, and others that work with influencer marketing and social media activities. The right mix makes the difference.

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

360-degree solutions are in demand - customers want one contact who can cover all areas of communication. While we stick to our core competence of PR, our offering has been expanded to include campaigning, digital solutions, social media and influencer marketing. In addition, as an independent agency, we can call in the best specialists at any time. The output is correspondingly bold instead of mediocre.

6. what do you think about owned media?

Never before have companies had so many channels on which they could present themselves - their own website, a blog, social media, newsletters. However, it is essential that these channels are filled with interesting content and managed professionally.

7. do you fall for advertising?

Yes, and especially on PR. I rip pages from magazines and save stories from Instagrammers with exciting content. Especially when it comes to travel and fitness, I'm very susceptible.

8. when do you know an idea is good?

I trust my gut feeling. And the goose bumps.

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

Do you mean since Netflix has been around ...?

10. what do you still want to achieve at all costs?

More serenity.

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

Opening an office in Berlin. I'm often there - the perfect balance to Zurich and very inspiring.

12 . Which advertising campaign from your childhood left a lasting impression on you?

"I want to stay the way I am - you may!"

13. the most important person in your professional career?

On the one hand, as a journalist, I used to have several superiors who encouraged me. On the other hand, my husband, without whom I would never have dared to take the step into self-employment.

Contcept Communication was founded by Barbara Ryter and Andreas Messerli. The agency has branches in Berlin and Lausanne and specializes in content marketing.