Nominated for «Advertiser of the Year» 2025: Philipp Skrabal
Impressive consistency: For over a decade, Philipp Skrabal has been a driving force at Team Farner and has been championing the next generation of the industry. The creative director views communication as a powerful tool and aims to instill greater self-confidence in the industry.
Philipp Skrabal has been with Team Farner since 2014, serving as a partner and Chief Creative Officer. Previously, he worked at Wirz, Advico Young & Rubicam, Publicis, and Matter & Partner. Philipp Skrabal is Vice President of the ADC, a member of the Ad School’s board of directors, a member of ADC Europe, and a member of the CCA (Creative Club Austria). Philipp Skrabal has been nominated four times for Advertiser of the Year, including most recently for 2025.
m&k: Philipp Skrabal, when did you first realize, «Advertising—or rather, communication—is what I’m passionate about!»?
Philipp Skrabal: As a kid, I used to sell my broken toys on the sidewalk—of course, that only worked if I came up with really good stories. For example, I had a little Formula 1 car that was totally scratched up. So, without further ado, I set it on fire with my dad’s lighter and then made up a story about a spectacular crash.
What's going really well in our industry right now? And what's going totally wrong?
I’m happy to answer that in my capacity as a member of the ADC Board, because it’s a key issue: Our industry continues to attract a lot of great young talent. I see this every year at the ADC Young Creatives Award, which I organize together with Hanna Jackl at the ADC. Just as impressive: more than half of the participants are women. The same goes for the winners. So it’s not true that our industry isn’t appealing anymore. And it’s also not true that there’s a shortage of female creatives. On the contrary, they’re in the majority. Agencies now need to ensure that these talented women have opportunities and end up in leadership positions. And that’s not going very smoothly at the moment.
Who or what inspires you?
Everything inspires me. Most of my ideas come to me during conversations.
What are your strengths? And in which areas do you prefer to let others take the lead?
I’m passionate about finding solutions and ideas. In doing so, I demand a lot from myself and everyone else. I enjoy sharing my knowledge and am happy when I can help others grow as a result. Recently, a colleague introduced me to a client with these words: «…he’s the most down-to-earth person and, at the same time, very demanding.» That made me incredibly happy. That’s exactly how I want to be. Unfortunately, I’m not particularly patient. And I always move at a fast pace, which is why I’m happy to be managed. I listen and enjoy learning from others. I like it when people want to take on responsibility and have ambitious goals. I give them a lot of leeway.
Communication has never been more powerful, and is therefore more important than ever.
Which project from last year are you particularly proud of?
Above all, I’m proud to work in an environment where every idea is taken seriously and where everyone can contribute. That’s essential if different disciplines are to collaborate successfully. And that’s exactly how our best work in recent years has come about. In addition to the campaign for Islam Alijaj, I’m particularly proud of our work for SBB, Arosa Tourism, Greenpeace, and UBS.
What do you consider to be your best idea that was never brought to life?
A running gag at our agency is an idea we came up with for Axpo: the «Axbot»—a small robot that tours Switzerland, chatting with people about energy along the way. As a thank-you, people have to charge him with electricity so he can keep going. That was ten years ago (back before all the AI hype), and yet he keeps popping up. Come to think of it, maybe we should pitch this idea to the client again.
What has been the hardest decision of your career so far? And the best?
The most difficult: my move to Farner. The best: my move to Farner. After my time at Wirz, it was clear to me that I wanted to learn to apply creativity more broadly. My task at Farner was to build up the advertising and at the same time develop a creative signature for other areas such as public affairs or corporate communications. As we know today, that worked out quite well. But if I had known eleven years ago how challenging this task was, I would have found the decision more difficult.
Technology is a playground for creative ideas, not a substitute—it expands the possibilities, but it’s the creative spark that makes all the difference.
Who would you really love to advertise for—regardless of budget or location?
Phew! I have no idea. It would be an exciting challenge to promote «doing without.» The liberating feeling of not owning something. The status symbol of an empty parking spot, an empty wrist—the luxury of emptiness. That would definitely be fun…
In your opinion, what image does the public have of our industry?
I don't think the public has a clear picture. There are certainly critics and fans. Perceptions are shaped by examples that are either extremely good or extremely bad. I think this topic should be given much greater emphasis in schools. Communication has become a powerful tool that’s virtually impossible to control. It’s the starting point for every success.
Do you believe in role models or mentors? And if so, who would that be for you?
Absolutely! Without you, I wouldn’t be able to answer these questions today. For me, it’s not necessarily about big names, but about people who have impressed me, motivated me, or inspired me. I’m lucky to be surrounded by inspiring people. In our offices in Zurich, Basel, Bern, and Lausanne; on the ADC board; and at home in Egg.
What does it mean to you to be nominated for the title of «Advertiser of the Year»?
Above all, I am very grateful that my creative work for clients and my commitment to the ADC Young Creatives Award and the AdSchool have been recognized to such an extent that I was nominated. This recognition motivates me even more.
The most important question to end with: Please complete the following sentence: «As »Advertiser of the Year,’ I would …”
As «Advertiser of the Year,» I would encourage the industry: Even with AI, automation, and data-driven marketing, creativity remains the key to standing out and creating an emotional connection between a brand and people. Technology is a playground for creative ideas, not a substitute—it expands the possibilities, but it’s the creative spark that makes all the difference. And I would try to instill more self-confidence in the industry, because communication has never been more powerful and is therefore more important than ever.
Campaigns by Philipp Skrabal
Islam Alijaj – Writing History
Greenpeace – If you breathe, you need the ocean
Besides Philipp Skrabal are also Gordon Nemitz by Thjnk and Lorenz Clormann Wirz has been nominated for the 2025 «Advertiser of the Year» award. More information about the award and the selection process is available here.
