"One of the most digital brands around almost only switches print and out of home. Interesting, isn't it?"

1. what does not come to your office under any circumstances?
In a bad mood. It's banned from the house. A better mood makes for better ideas - I'm convinced of that.

2. why do you not conform to the usual clichés of an advertiser?
Because I don't want to be an advertiser. I want to be a filmmaker. I want to be a street artist. I want to be a musician. I want to be an activist. Depending on the briefing, I have a different career aspiration. That's the great thing about our job.

3. which print media do you privately subscribe to?
Oh, now it's getting embarrassing. I subscribe to: Rock Hard, Metal Hammer, Guitar and Gitarre & Bass.

4. who was the most amusing lunch partner?
That's easy. The most amusing lunch partners are Ludwig, Lisbeth and Louise. They throw cars and dolls into each other's plates at lunch, laugh their heads off when they burp and, just like me, want a delicious ice cream after every meal.

5. is the opinion true that you can't grow old in agencies, or is that a prejudice?
Unfortunately, it's not a prejudice. I think you also have to make a smart distinction here. Let's make a comparison with football: top coaches from the world's leading clubs are well over 60. They wouldn't be able to stand on the pitch and chase after the ball either. It's similar for us: there are jobs that should be possible well into old age: copywriter, PR professional, consultant, graphics manager, and so on. This results in good interaction between young and old. And in some positions, the young have to step up. A Snapchat guerrilla campaign - I would rather give that to the youngster. Young and old need to know where they can play their role perfectly. Then growing old in advertising also works.

6. what do you see as the biggest challenge for advertising at the moment?
The biggest challenge is to turn digital hysteria back into normality. That's the situation at the moment: Everyone is shouting "mobile first" all over the place, for example. I think we should say "consumer behavior first". User behavior determines which channel I need to be on. There is one brand that does this very cleverly: Apple. One of the most digital brands ever almost only uses print and Out of Home. Interesting, isn't it?

7. what is impossible for you to do without?
On the balance. The ideas business is one of the hardest fields to work in. I think it's important to give the brain enough space. A muscle that recovers well works better. This also applies to the brain, even though it is an organ and not a muscle.

8. what do you think about owned media?
Unfortunately, it also costs money. Because there, too, it's the relevant content that counts, and to produce that, you have to spend a few bucks.

9. what do you never want to have to hear about yourself?
"Oh, Lück has become serious now."

10. ever thought about leaving the advertising industry?
Never. I've found my dream job. I'll still be developing ultra-crass guerrilla campaigns for tomato soups and brake boosters when I'm 60. I promise.

What role do awards play in the advertising industry?
Without awards, I wouldn't be where I am now. A few cubes here, a few lions there, and bang, things are looking up. That's just how our industry works. And to be honest, I think that's right and good. I want to win many, many more awards with my crew and compete internationally with the best in the world. That brings joy.

12 What distinguishes the advertising and communications industry from other industries?
In our industry, you can suggest something with unicorns and explosions without being declared crazy.

13. when you have an idea, how do you know it is good?
I have an excellent tool for this: my stomach. When it's really good, it starts to wobble. Then I know I just have to do it now.

14. can you tell us a little secret?
My secret is daring. I think you have to want to try something new. Here's an example that illustrates my little secret. Imagine if I simply asked nicely if I could be the first person to answer 14 questions in this section. Can I do that? You see, it is possible. You just have to dare to do it and find the right ally.

Dennis Lück is "Switzerland's most creative advertiser" according to the Tages-Anzeiger. As Chief Creative Officer, he has been responsible for Jung von Matt's creative output since July 2016. Lück is married, has three children (Ludwig, Lisbeth and Louise ) and plays drums in a punk band. In 2016, Lück was nominated as Werbewoche Advertiser of the Year.

The "13 Questions" appear both online and in the print edition of Werbewoche. Realization: Thomas Häusermann