"Stapo's spot shows what Ipmedia preaches".

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Sure. With a person from a glass repair shop - my display looks like crushed ice after an accident.

2. what would you work for free?
That's what I did as skipper on an old Sparkman & Stephens wooden yacht from 1960. We sailed it from Barcelona to Mallorca and Menorca. The "Alondra" is still the most beautiful yacht I have ever sailed.

3. where and how have you ever bluffed in your life?
In the question before: The "Alondra" dates from 1961.

4. who was the most fun lunch partner - and why?
Peter Maffay. Extremely friendly, eloquent, funny and with good taste for fine food.

5. what does not come to the office under any circumstances?
Surströmming, a sour herring from Sweden. Its odor is so intense that its transport on British Airways and Air France flights is expressly prohibited.

6. what would you most like to promote?
For bold brands that want to tell interesting stories through video.

7. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
When I held the book in my hands that I wrote in 2005 and smelled it. That was a nice feeling.

8. the best testimonial ever?
"We want Google to be the third half of your brain." - Sergey Brin about his own company. Who can say that about their product?

9. is the opinion that you can't grow old in agencies true, or is that a prejudice?
Early on, I looked older than I am. Since then, however, not much has changed in the estimated age, so yes.

10. what do you see as the biggest challenge for advertising at the moment?
Convincing customers that print and TV are no longer the preferred channels for potential customers.

11. what are you determined to achieve?
The customers and their customers.

12. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
The "scissors-stone-paper" spot of the Zurich city police. Two men get enraged in city traffic, a loud argument ensues and a western duel ensues, which ends in a friendly scissors-stone-paper. The spot was recorded with the simplest of means. It shows what Ipmedia preaches: It's the story that counts.

13. when is there a bad mood in your agency?
When a customer has chosen the most conservative of all proposals. We always advise to take a chance.

Matthias M. Mattenberger is managing director of Ipmedia and storytelling professional. At the age of 26, the Zurich native wrote a book that won the "Gourmand World Cookbook Award" worldwide and was translated into two other languages. In ten years at Swiss television SRF, he produced the talk show "Aeschbacher" as edition director. Today, the passionate skipper and Atlantic crosser steers the video content marketing agency Ipmedia and sets the course steadfastly on well-told and leanly produced stories.

The "13 Questions" appear both online and in the print edition of Werbewoche.

Implementation 13 Questions: Thomas Häusermann