13 questions for... Peter van der Touw

1. what would you most like to promote?
For the next James Bond film.

2. who is the most fun lunch partner?
My father (84). At every meeting, he gives me a reading folder full of articles on technological, economic and social trends. Pleasant inspiration for my everyday life.

3. the best testimonial ever?
John Lydon (ex-singer of the Sex Pistols) for Countrylife British Butter. What a surprising image transfer.

4. Has your media behavior changed in the last three years? If yes, how?
That's a rhetorical question, isn't it?

5. if you had not become an advertiser - what then?
I don't see myself as an advertiser. Rather as a discoverer and craftsman in the age of digital transformation.

6. what is for you the current biggest challenge for advertising?
Brands need to have an engaging dialog with their target audience. Or with Walt Disney: "Do what you do so well that they will want to see it again and bring their friends."
 
7. what do you think about owned media?
Better than Paid Media, less exciting than Earned Media.

8. what is impossible for you to do without?
History in all forms. On History Channel, as an audio book, as a historical novel.

9. what advertising should be banned?
Political Advertising.

10. can you tell us a little secret?
I'm part of the dropout tribe.

11. What inspired you to enter the advertising/communications industry?
Anno 1994 I was excited about the unlimited possibilities of the internet. Today I am even more so.

12. what are you determined to achieve?
We want to be one of the leading agencies in Switzerland and are well on the way to achieving this.

13. which websites do you regularly use for private or professional purposes?
There are a lot of them. Especially shopping sites.

Thomas Häusermann