13 Questions for... René Eugster
In this issue, the 13 questions are directed at René Eugster, founder and owner of the agency at the airport.
René Eugster founded today's agency at the airport in 1993 under the name "René Eugster Kommunikationsberatung ASW" and has led it as owner and creative head ever since. Having won more than 200 creative awards, he regularly acts as a juror at renowned competitions. In addition, he has been a lecturer at various further education institutes for 25 years - including his own and most recently at the Miami Ad School.
1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
With Hugh Hefner or James Bond.
2. what does not come to the office under any circumstances?
Pictures by Rolf Knie or Roswitha Wachtmeister.
3. what would you most like to promote?
For exciting, enthusiastic people.
4. if you had not become an advertiser - what then?
Rock star or banker.
5. has your media behavior changed in the last three years? (If yes, how?)
Yes, very much. I now try to multitask through the media like my kids. First, second and third screen can be wonderfully next to newspapers, mailings, etc. simultaneously read and edited;-)
6. is the opinion true that you can't grow old in agencies, or is that a prejudice?
It's certainly a profession with an expiration date. I'll be 50 this year and still have enormous fun with it.
7. what do you see as the biggest challenge for advertising at the moment?
If we disregard the increasing short-termism and the sometimes unworldly cost ideas, then it is certainly the fact that pitching, thinking and working is too strongly channel-specific.
8. do you think you deserve the salary you earn?
Yes, that's why it's called that.
9. Do you fall for advertising? When?
Oh, yeah. All the time. Sometimes I fear that we advertisers are the only ones who believe in our messages.
10. ever thought about leaving the advertising industry?
Of course. At that age, it's probably normal to be preoccupied with the two-thirds of one's remaining life.
11. What inspired you to enter the advertising/communications industry?
Clearly the demanding versatility that makes every day a challenge: ladies' stockings in the morning, then emergency power generators, then arteriosclerosics again - it doesn't get more exciting than that.
12. what would you not promote under any circumstances?
We have had a clear stance on this at the agency for 21 years: church, sex and politics.
13. what are you determined to achieve?
Health, happiness and contentment.
