"I guess I'm the only one left without a cell phone".

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Sorry. Besides Johnny Depp, Paul Smith and Karl Lagerfeld, I'm probably the only one left who doesn't own a cell phone.

2. where and how have you ever bluffed in your life?
In the early days of the agency, we were able to invite Stimorol Switzerland to an agency presentation. Without further ado, we doubled the team to six employees. Unfortunately, the supposed secretary didn't know where the coffee machine was, which irritated the client a bit. The theater blew up, but the marketing manager was visibly taken with our acting and commissioned us as the lead agency for Switzerland.

3. what was the most fun lunch partner?
The lunch with Gianna Nannini and Edoardo Bennato on the occasion of the presentation of a record cover. The location: Giorgio Moroder's private apartment in Milan. Shrill, quirky, emotional. In the middle of the table, a Murano glass turtle suspiciously watched the action.

4. what would you work for free?
Happens to me all the time.

5. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
In 1989, as art director at Publicis, I created the international Swatch campaign. This is quoted by Spanish filmmaker Pedro Almodóvar in the movie "Carne Trémula".

6. what would you not promote under any circumstances?
For the SVP.

7. what do you think about owned media?
I think that's great.

8. is the opinion true that you can't grow old in agencies, or is that a prejudice?
I'm 56. High time to ask my employees about it.

9. what is it impossible for you to do without?
To hiking. Preferably crisscrossing Europe.

10. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Ruf Lanz's campaign for the Haus Konstruktiv.

11. can you tell us a little secret?
What is Owned Media?

12. what are you determined to achieve?
The flight to Berlin to the award ceremony of the Berlinale.

13: Where do you see the biggest challenge for the advertising industry at the moment?
Do not lose humor and passion at work. True to our slogan: Business as pleasure.

Jürg Schaffhuser is CD at Velvet Creative Office. The agency he co-founded in Lucerne in 1995 manages national and international budgets. Among them numerous cultural institutions. In addition to the Schauspielhaus Hamburg and the Deutsches Theater Berlin, the current appearance for the Berlinale is causing quite a stir.

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

Implementation 13 Questions: Thomas Häusermann