1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
With Hans Klaus. Lobbyists seem to have quite good contacts.
2. where and how have you ever bluffed in your life?
In the game room at 14, because I was not yet 18.
3. what would you most like to promote?
You don't have enough space for that here.
4. the best testimonial ever?
There is no such thing as the one best. But I really liked one from David Sedaris or his mother: "You look like I could use a drink."
5. What inspired you to enter the advertising/communications industry?
A dinner at which a certain Paul Gredinger and a Hanspeter Bachmann, co-author of the book "The Little Machiavelli", sat next to me.
6. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
Even twice: at the birth of my two kids.
7. what do you see as the biggest challenge for advertising at the moment?
That performance is rewarded.
8. do you tell other people how much you earn?
To the judge in my divorce.
9. if you had not become an advertiser - what then?
Crime writer in Mexico.
10. a buzz word that gets on your nerves?
Content. As if you could ever communicate without content.
11. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Swiss Seats for Switzerland by Publicis. Also because I just had a bad experience with this airline.
12. which professional colleague would you take with you to a desert island?
Frank Bodin. If there were a grand piano there.
13. when you have an idea, how do you know it is good?
When an idea suddenly turns into a round, great story that you want to spin on and on.
Serge Riedener has been owner and creative director at Inhalt&Form since 1994. The original two-man agency is a BSW full-service agency, now employs 40 people and offers integrated communications for long-standing clients such as Melectronics, SportXX, M-Budget TV and Mobile. New additions include Bündner Bier, Mövenpick Wein and, most recently, Socar and Swizly from Mosterei Möhl. His start in advertising was with Farner Publicis and Kern&Kern, where he advanced to copywriter. After various stations abroad, including W/GGK São Paolo, UIP Los Angeles, he worked as a freelancer in various agencies, wrote and produced as a freelancer for the business magazine Bilanz, before joining Inhalt&Form.
The "13 Questions" appear both online and in the print edition of Werbewoche.
Implementation 13 Questions: Thomas Häusermann
