"I have always been fascinated by beauty"

1. where and how have you ever bluffed in your life?

Constantly, because advertising must amaze 😉

2. was there a moment in your life when you thought: Wow. This is great. And it's from me!

Yes, with both my daughters. And the moment lasts, until today.

3. what advertising should be banned?

15-minute commercial breaks during an exciting feature film.

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

PCs, vegan, ties, Heiland sandals, Blackberrys.

5. if you had not become an advertiser - what then?

Architect, because I'm fascinated by everything that has to do with space, design and effect. Or car mechanic, the smell of gasoline and the mechanical inspire me to this day.

6. What inspired you to enter the advertising/communications industry?

I have always been fascinated by beauty. I myself am a strongly visual person and also like to be convinced by the beautiful.

7. is the opinion true that you can't grow old in agencies, or is that a prejudice?

I hope not, because I may and want a few more years. I am convinced that this is not a question of age, but of personal enthusiasm. And what could be better than inspiring others with communication on a daily basis?

8. what would you most like to promote?

For products or services that I myself really like. And for ideas and stories that convince me personally. Regardless of whether they're big or small, new or old, successful or still looking for success - the story behind them has to be right.

9. what do you see as the biggest challenge for advertising at the moment?

Breaking out of existing patterns and taking its customers on the journey. It's time to rethink. Away from the static, perfect to the fast, authentic. A nice picture and a good headline are definitely no longer enough.

10. Do you fall for advertising? When?

Yes, again and again and with pleasure. Mostly quite unconsciously and only afterwards. But that's exactly how advertising has to work.

11. name a campaign that has recently caught your eye in a positive way - but did not originate with you.

One of the most stylish campaigns in recent times - Swiss.

12. when you have an idea, how do you know it is good?

When others talk about it.

13. what goes through your mind when you see a campaign on the street or on television that you have penned?

Pride.

Sandro Walder is the owner and managing director of Walder, Werber Werbeagentur. After working for Jung von Matt/Limmat in creative and Hauser & Partner in consulting, he transformed the now 46-year-old family-owned advertising agency into a medium-sized, cross-media agency with 21 permanent employees.