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Author: Editorial
"Telephone advertising should be banned"
In our series «13 Questions for…,» Michael Hinderling, Creative Director and Partner at Hinderling Volkart, reveals which automotive company he’d like to work with on an advertising campaign—and which food company he’d rather avoid.
1. what does not come to your office under any circumstances?
Ugly pens.
2. what advertising should be banned?
Telephone solicitation because it is the most blatant type of interruptive advertising.
3. what would you most like to promote?
I would love to do an online experience for a premium automotive company. Preferably for Tesla.
4. the best self-promotion?
Investment in our own projects. With the claim that the result inspires and so we are recommended to others.
5. the best testimonial ever?
There are many. In relation to our profession: "Make it simple but significant" (Don Draper). Or, with a wink: "I love deadlines. I love the whooshing sound they make as they fly by" (Douglas Adams).
6. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
Fortunately, yes - this was especially the case with our biggest (international) successes to date: Swisscom's Lost in Val Sinestra in 2010, SRF's 360° Langstrasse in 2011 and this year with the relaunch of Swiss.com and the "World of Swiss".
7. what do you personally think about the effect of advertising?
I believe that good and especially entertaining advertising has a great effect, while bad advertising can even have a negative effect. Moreover, in the course of digitization, we now suddenly have completely different ways of measuring and quantifying effectiveness.
8. has your media behavior changed in the last three years?
Yes, I watch less and less TV and when I do, it's practically only "on demand".
9. what is it impossible for you to do without?
On my office chair.
10. a buzz word that gets on your nerves?
"Quick-win" is something I've been hearing a little too often lately.
11. What inspired you to enter the advertising/communications industry?
The first experiential Flash websites in the late 1990s (Gabocorp, Eye4u, and Der Bauer).
12. what would you not promote under any circumstances?
As a vegetarian, I would probably never want to advertise a sausage store.
13. which websites do you use regularly? (private/professional)
I use Pinterest very regularly as a source of inspiration both privately and professionally.
After graduating in graphic and media design, he collected Michael Hinderling first professional experiences at various web and motion design agencies. After three years as an art director and a trip around the world, he founded the web agency together with Michael Volkart in 2007 Hinderling Volkartwhich today employs 25 people. After only a few years, the agency is already number 3 in the Best of Swiss Web Ranking (overall ranking of all agencies in Switzerland) and number 1 in the area of "Creation". Michael Hinderling is a lecturer at the BSW creative school and a juror in various award organizations.
The "13 Questions" appear both online and in the print edition of Werbewoche.
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