1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
With my daughter. Being 14 years old again, at least for one day.
2. what would you work for free for one month?
Food Waste. Or rather, waste food. We do not eat too much. We can't go on like this.
3. where and how have you ever bluffed in your life?
At customs. It was not a real Louis Vuitton bag. Unfortunately.
4. what do you see as the biggest challenge for advertising at the moment?
Technology. In this day and age, when everything has been done before, the most important impetus no longer comes from the idea, but from innovative implementation.
5. what would you most like to promote?
Urban Gardening. Balkonia still has a pansy existence.
6. which advertising medium do you find abominable?
The plastic bag. I carry one around myself almost every day. But I'm ashamed of it, because somehow the industry doesn't manage to make the common carrier bag bearable.
7. do you tell other people how much you earn?
Sure. By the way, this is stated in every CT that is honest and transparent.
8. if you had not become an advertiser - what then?
Heirloom. Receiving money as a gift is always the nicest. Otherwise, our profession is so uniquely varied that it remains valuable every day.
9. what advertising should be banned?
Mobile banners. There are so many smarter ways to communicate interactively on mobile than "advertising" - which at best gets misclicked.
10. Do you fall for advertising? When?
Whenever the champagne is on sale at Denner.
11. a buzz word that gets on your nerves?
Off-Space. In the past, artists still had their studios and the occasional exhibition took place there. Fine. Today, even the bathroom cabinet becomes a curated showcase and is hailed on Facebook as the latest off-space.
12. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Photographed with iPhone 6. Have always seen great subjects in different cities, this May also in Zurich, Shanghai, Beijing, Chengdu. Each time different and still unseen. Technologically clever.
13. when you have an idea, how do you know it is good?
When people embrace it and are happy to share the idea.
Pascal Schaub has a dual role at Publicis Groupe as Managing Director at Saatchi & Saatchi Zurich and Group Head UBS at Publicis Zurich. Previously, he was Chief Strategy Officer at Saatchi & Saatchi Switzerland. He is a lecturer at HSLU and HWZ and a founding member of the Account Planning Group Switzerland.
The "13 Questions" appear both online and in the print edition of Werbewoche.
Implementation 13 Questions: Thomas Häusermann
