"The Swiss advertising industry is a clear overperformer in terms of size"

1. what is your private TV consumption behavior like?

I have an expensive TV subscription, but I hardly ever watch "linear" TV. I specifically search for films on YouTube, Zattoo or in media libraries. The best and worst current commercials are sent to me unsolicited by friends and colleagues.

2. do you tell other people how much you earn?

I'm never asked about it. Except at the end of the third get-to-know-you dinner before starting a new job.

3. name a campaign that has recently caught your eye in a positive way, but is not yours.

I like the unagitated tonality of the campaign for Galaxus. And the completely different, very graphic appearance for its sister company Digitec.

4 And which one has annoyed you recently?

"We are the Aldi kids." But annoyed is the wrong word. It was more like shaking my head. It's unwise of Aldi to want to claim this phrase, which has become so popular in Switzerland. Especially as they haven't been on the market long enough to do so anyway. On top of that, the key visual stands for something completely different, namely conquest. There is definitely more than one alternative platform that would have been much more coherent.

5. does the advertising industry receive enough appreciation for its work?

No. But that's what foresters think too.

6 Where does the Swiss advertising industry stand in an international comparison?

She is at the forefront. A clear overperformer in terms of size. Sorry, Denmark! Sorry, Austria!

7 What distinguishes the advertising industry from other industries?

The triangular relationship between consumer, client and agency. Advertisers are agents who have to look through their clients to the consumer, so to speak. In this way, they are similar to doctors who look through the patient to his health. It hurts a little at first, but then it makes you better.

8. what are you sorry for?

That I often have to turn down applicants for an apprenticeship because we are already full.

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

It is clear that young creative people are generally cheaper than older ones and are therefore more likely to be hired. On the other hand, there is a lack of real talent. 2017 represents a turning point here; for the first time, more people are reaching retirement age than are entering the job market. Old hands remain in demand. Youth has its advantages, but so does age. People get bored more quickly because, in principle, they have already seen everything. This accelerates decisions and spurs the search for untold stories.

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

The "get everything - pay nothing" attitude.

What is currently overestimated?

The purely technical mastery of complex media presentations. Deserves respect, but no more than the even rarer ability to reduce complexity to the right, simple messages.

What role do awards play in the advertising industry?

Expensive sorting aid for the creative job market. But at the same time the most economical method to date for maintaining an agency's overall quality awareness at a high level.

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

It resists any attempt at improvement.

Axel Eckstein: Studied graphic design. Then AD at BBDO Düsseldorf and Jung von Matt Frankfurt. In Switzerland since 2002. First as AD at Jung von Matt Zurich, then as ECD at Havas and Leo Burnett Switzerland. Member of ADC Switzerland and Germany as well as the Account Planning Group. 333 creative awards.

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