1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Yes, for sure! Communicate once as Angela Merkel with Barack Obama via WhatsApp 🙂 .

2. was there a moment in your life when you thought: Wow. This is great. And it's from me!
The first time I saw a package I designed was in my parents' refrigerator. It was a Coop Naturaplan milk package.

3. the best testimonial ever?
Marilyn Monroe for Chanel N°5.

4. what is it impossible for you to do without?
To sun and laughter.

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

6. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Salt's launch campaign is something different. Period.

7. is the opinion true that you can't grow old in agencies, or is that a prejudice?
I rather think that agency life keeps you young. But I'm probably not old enough to judge that conclusively ...

8. what do you never want to have to hear about yourself?
That I have achieved something (or not) because I am a woman.

9. what do you see as the biggest challenge for advertising at the moment?
Replacing traditional media with the new digital ones is a huge opportunity, but also a big hurdle in the minds of many advertisers and clients.

10. What inspired you to enter the advertising/communications industry?
That we can design things that convey a message and serve a purpose at the same time. To make art within a defined framework, so to speak.

11. what would you not promote under any circumstances?
For xenophobic and discriminatory content or for the SVP.

12. what qualities make you a good advertiser?
I am very curious. I'm interested in how people think and function, and I like to question everything (including myself).

13. when you have an idea, how do you know it is good?
When it is simple to explain and yet surprising.

Simone Fluri started as a graphic designer at the Basel agency Valencia Kommunikation in 1999, fresh out of design school. There, she made her way up through all career levels from junior to senior art director to creative director. Since 2011, she has been creative director and co-owner of Valencia. The BSW agency employs more than 50 people and serves long-standing clients such as the Baloise Session music festival, Coop, Feldschlösschen, Novartis and newer ones such as Adidas, Basel Tourismus, Gruner, Kanton Basel-Stadt and Sympany. Among other things, it won the 2012 Marketing Trophy for the launch campaign of the Coop Hello Family Club.

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

Implementation 13 Questions: Thomas Häusermann

MEDIA AGENCIES Media agencies have been quiet for a long time in recent years. For some months now, there have been headlines that media managers would rather not have seen. Some international media agencies are the focus of criticism. (more…)

EVENT VENUE They are meant not only to impress in practical matters, but also to stir emotions. With the new Horse Park in Zurich-Dielsdorf, it’s not just horse lovers who have gained a new venue. (more…)

Long live e-commerce!However, the statistics paint a different picture: the bosses of tomorrow have grown up with smartphones and the internet; they are very familiar with the technical devices and possibilities. More and more older people, so-called "silver surfers", are discovering the internet and belong to the group with the highest online spending. Around 85% of Swiss people regularly use the internet and over 70% already have a smartphone. These are impressive figures: many of these people look at their smartphone before going to work, read the newspaper there and ordered a concert ticket and a book online the night before. Why should these people behave any differently at work? Why would someone who enjoys the benefits of the internet every day want to work with an outdated ordering system?The availability heuristic makes us doubt the success of e-commerce, because the negative always overshadows the positive.This makes it all the more impressive that many companies are hesitant to take the first step into e-commerce. But why is that? I maintain that the company's own customers or employees are seen as too conservative; the chances of success in the online sector are estimated to be correspondingly low. The phenomenon can be explained by the so-called "availability heuristic". For example, many people still regard airplanes as an unsafe means of transport, even though they are statistically much safer than cars. However, due to the great media attention in the event of a plane crash, we are much more aware of the consequences of a crash and thus have a bad feeling... How do I make the transition from the plane crash to the conservative industries? Let me put it this way: The customer Andi Muster, who constantly rails against the "new technical world" and doesn't leave a good hair on his head, is much better remembered. Andi Muster is like the plane crash that always reminds us of the negative. What we are ignoring is the huge potential of those who like to order online because they do so in their private lives. Because they also use their smartphones in their private lives. Because they are also used to good websites in their private lives. Although these people are far superior in terms of numbers, they are overshadowed by individual negative statements.Most companies never expect such a high level of mobile usageAs an agency, we always receive very positively surprised feedback. Customers tell us, for example, that they never expected the app to be used so much. Or that the new website has contributed to a spirit of optimism both internally and externally and has received many compliments. Seen in this light, there are no longer any conservative sectors. Only conservative people behind them, who can be convinced of online business with good arguments.

Lake Oeschinen in the Kander Valley, surrounded by majestic mountains. The fact that tailor-made offers for meetings of all kinds await in the center of the Bernese Oberland is due, on the one hand, to the exceptional location of the providers: At the top of natural valleys, on sublime alpine meadows, amidst exotic plants or framed by the rustic chalet village - it is clear that such environments have both an inspiring and restorative effect on participants. On the other hand, it is also the almost unlimited possibilities of activities that make conferences in the three destinations so attractive. With scooter rides, hikes, guided tours, climbing parties and wellness offers, these are just some of the ingredients that are part of the supporting program of a successful event.

The journey begins in KanderstegThose who follow the thundering waterfalls up to the wildly romantic Gastern Valley at 1352 m above sea level have found an unforgettable meeting place: Amidst high mountains, unspoiled nature and the traditionally used cultural landscape, which together belong to the UNESCO World Heritage, welcome you. Finally, with the Hotel Steinbock in Selden, all participants find a location that makes every event a highlight. In a unique ambience, visitors can recharge their batteries and enjoy their seminar to the fullest. True Alpine treasures can also be discovered around the hotel - rare species such as the wild orchid grow here. A leisurely hike or a bike tour frees the mind and at the same time opens up the diverse landscape.

Hotel Steinbock in Selden is surrounded by unspoiled nature and imposing mountains.Worthwhile stage finish in Adelboden-FrutigenWhere the Kander Valley and the Engstli Valley meet, the Tropical House Frutigen provides perfect arrangements. Its localities are namely framed by the sturgeon breeding, the exotic plant world and exhibitions. In addition, two restaurants and the event area also provide tasteful accompaniment for any occasion.Those who follow the Engstlige up to Adelboden will find the versatile Cambrian Club Rooms, which also leave nothing to be desired for meetings. Here, the breathtaking view of Lohner and Wildstrubel is guaranteed to inspire your thoughts.And where could the mountain world finally inspire more than far above Adelboden? The Sillerenbühl can be reached comfortably by gondola and offers, in addition to its quiet location, contemporary facilities and the possibility of a relaxing scooter ride.

Meeting in the middle of exotic plants? No problem at the Tropic House Frutigen.Meeting Paradise Lenk-SimmentalConveniently accessible by train, Lenk naturally also offers the perfect setting for seminars, company outings or workshops. Here, the grandiose mountain world has a relaxing and activating effect at the same time. First and foremost, the Lenkerhof gourmet spa resort meets the highest demands with its newly acquired seminar infrastructure, several group rooms and an expandable plenum room. The spacious wellness area and the informal ambience of the 5* superior hotel contribute to a successful meeting. The Kurs- & Sportzentrum Lenk, with a capacity of 450 people, 3 group rooms and 3 plenum rooms, its own sports facility with gymnasium and free admission to the Wallbach adventure pool is suitable for sportier groups. Other accommodation providers, such as the 3* Hotel Kreuz in the village center, round off the offer in Lenk. As a new offer, the Lenk hotels will be offering the mountain railroad included from summer 2015.

The Lenkerhof gourmet spa resort offers a newly designed seminar structure for the highest demands. www.kandersteg.ch / www.adelboden.ch / www.lenk-simmental.ch