Martin Walthert and Philipp Skrabal: "Creativity is the hardest currency"

m&k Martin, Philipp - you represent two disciplines. Where does marketing end and creativity begin?

Martin Walthert I don't think you can separate the two any more. Creativity is part of marketing - it's the crucial part. Without it, everything remains mediocre. It's what helps us to create relevance where others only communicate. Philipp Skrabal I agree. Creativity is not a profession, it's an attitude - a way of solving problems. In all situations in life. If you want to be effective in communication, you need a creative mindset. It's not a nice-to-have.

Martin, you lead a team that does almost everything itself - from strategy to production. Philipp, you come to Farner from the outside, as a consultant, sparring partner and source of ideas. What works better - total proximity or creative distance?

Philipp Skrabal The trick is to manage both. It used to be clearly separated: client briefs, agency delivers, then the big magic show follows. Today, we work much more closely together. Closeness and distance are not a contradiction, but rather a rhythm. We need moments of intimacy with the brand - and then the view from the outside to see it anew.

Martin Walthert Proximity is important because it helps to really understand the tone and attitude of a brand. But it can be dangerous if you get too comfortable. We have to constantly take countermeasures - force ourselves to question everything. We must not become complacent. Creativity needs space - without the pressure of expectations, without the stress of having to deliver.

Philipp Skrabal That's the balancing act. We sometimes wish we could look as deeply into the customer as you can. But with you, Martin, it's certainly not easy to keep your distance. I think you have to vary both constantly - closeness to understand, distance to renew.

You both use AI tools. Does that make you more efficient - or more creative?

Philipp Skrabal More efficient in any case. But also more creative. AI is a tool that shows us new paths. It can recognize patterns that we would overlook. And it enables new types of ideas - new mechanics, interactions, involvement. The trick is to use AI and data wisely. This requires creative people. Let's see if I still see it that way in five years' time. (laughs)

Martin Walthert AI can speed up processes. But it does not make the outstanding idea obsolete. I believe creativity will become even more important because it helps us to filter out what is relevant from all the possibilities generated. The machine can produce, but it can't feel.

What if AI suddenly writes better stories than we do?

Martin Walthert Stories only work when they touch us. Even if an AI writes emotionally, in the end it is the human as the addressee who has to judge how credible it is. AI communication has a tendency to be arbitrary, interchangeable, infinitely available and therefore ultimately worthless - and this is precisely when the human and authentic becomes extraordinary again.

Philipp Skrabal Yes, that's the point. Data can be anything - but only someone who understands and interprets it can turn it into something new. A good data scientist is essentially a storyteller. Data tells stories, you just have to be able to read them. And you do that really well at Digitec Galaxus.

Martin Walthert Thank you. We have a lot of data - but the question is: What story does it tell? Where do we put the focus? How do we emotionalize it? This creative focus is the real work.

Philipp, you often say that good advertising needs attitude. Martin, Digitec Galaxus is known for its humor and self-irony. How much attitude can marketing take before it tips over?

Philipp Skrabal A brand that wants to be successful in the long term must stand for something. The attitude is not to jump on the next trend, but to remain consistent. This also means not doing things if they don't fit the brand. Attitude is what remains when the purpose hype is over.

Martin Walthert Yes, attitude is consistency. If you constantly adjust it because the wind is blowing differently, you lose credibility. We have decided to live humor as part of our DNA - because it suits us. Of course, not everyone finds everything equally funny, that's okay. I also answer letters personally if someone complains. Humor is our way of creating emotion without taking ourselves too seriously.

Humor has become rare in advertising. Why?

Philipp Skrabal Because it doesn't suit every brand and can be perceived as artificial. With you, Martin, one can sense that the humor is authentic. It makes you approachable. You don't feel like salespeople, you're on my side as a customer. That's an art. When brands use humor to cover up boredom, it doesn't work. Humor is also an attitude.

Martin Walthert And courage. You have to put up with the fact that not everyone likes everything. But when it's right, humor is the best remedy for distance.

Philipp, you said: "If a new idea takes your breath away for a moment, then you're in the right place." How do you create this space for courage?

Philipp Skrabal By creating security. You need an environment in which everyone dares to say something - no matter how unfeasible an idea may seem. If you reach consensus too quickly, you're still in your comfort zone. The most exciting ideas are the ones where you briefly think: that might be too much or "that won't work". But that's where it gets interesting.

Martin Walthert I see it the same way. We do a lot of brainstorming sessions where everyone can make suggestions. Without evaluation. Allow everything first, then shape it later. If you judge too early, you kill creativity. Mistakes are part of the process.

And do you have enough time for such spaces? Everyday life is very busy.

Philipp Skrabal That is indeed challenging. Everything is measured in hours, but a good idea cannot be measured in hours. That's why it's so important that employees develop ownership - that they say: this is my customer, my project. Then you think along, then you think ahead, then responsibility arises instead of billing. How does that work for you Martin?

Martin Walthert We also have pressure to deliver, of course. But we try to create freedom. Efficiency is important, but if it comes at the expense of effectiveness, you lose what makes brands strong. Better a good idea too late than a mediocre one on time.

You have both been honored - Martin as CMO of the Year, Philipp as Advertiser of the Year. What does that do to you?

Martin Walthert It's nice, but it remains teamwork. I see it as appreciation for everyone who makes ideas possible for us. Of course, I'm also happy about it personally - and yes, my LinkedIn has really picked up since then. (laughs)

Philipp Skrabal It is a nice recognition. It shows that you are making a difference. I got to meet a lot of great people and have exciting conversations. And yes, it has also given us additional visibility as an agency - Farner was sometimes still perceived as a pure PR agency, which is no longer the case. Today, we are a creative network. And awards like this help to make that visible.

Martin, what would you ask Philipp - and vice versa?

Martin Walthert: Philipp, what does it take for you to achieve true excellence?

Philipp Skrabal A CD colleague from Tel Aviv once told me what he told his people: "Bring me what you think you can't do. That's the essence for me. When people dare to push boundaries, something happens. If you stay in your comfort zone, everything stays pretty - but never becomes outstanding.

Philipp Skrabal: Martin, how much freedom do you really give your teams?

Martin Walthert (laughs) Good question. We also have productivity pressure, of course. But I believe that trust is the strongest briefing. When people feel secure, the best ideas emerge. Efficiency must never become an end in itself - otherwise you lose the magic.

When you look at the year 2025 - what remains?

Philipp Skrabal That marketing and creativity are inseparable. We tell stories - and if they are good, they connect people and brands. That remains.

Martin Walthert For me, the realization remains: creativity is not a luxury. It is the hardest currency we have. Because it creates impact where numbers alone have no effect. Good ideas are rare - and therefore priceless.