"Ad blockers help creative agencies gain more authority in the marketplace"

1. what would you work for free?

I'd rather not say that. Otherwise they'll get the idea to come to us.

2. which print media do you privately subscribe to?

Reportages. Wonderful reports in a reasonable length.

3. if you hadn't become an advertiser - what then?

Gardener or cook.

4. what do you see as the biggest challenge for advertising at the moment?

The complexity. No matter which stone you look under, everything has become incredibly complex and fast. Digitalization helps to combat this. Make digitalization your friend and you will master complexity.

5 Does the classic agency model have a long-term future?

Honestly. I have no idea whether the classic agency model will still work in the future. In any case, we haven't stuck with it for a long time. The future lies in the networking of powerful agencies that focus on their core competencies, can make decisions quickly and are open to modular working methods. In future, advertisers will select the best partners for their needs from the pool. They expect these agencies to work together smoothly and will only pay for what they actually receive.

6. what is it impossible for you to do without?

To my team. The best team in advertising Switzerland.

7 What qualities make you a good advertiser?

I listen very carefully and let the others take the lead.

8. what annoys you about the local advertising industry?

Nothing. I am very happy to be a part of it.

9. when is there a bad mood in your agency?

If there's no Grisons beer in the fridge on Friday evening.

10. what do you think of ad blockers?

I think that's great. As a consumer, I don't want to be interrupted by advertising. If that's how I feel as a person, as an advertiser I have to ask myself how I can reach consumers with relevant content that they actually want to consume. Ironically, ad blockers help creative agencies to gain more legitimacy in the market.

11. does the advertising industry receive enough appreciation for its work?

In any case. If you actually create value with your work, then there is no lack of appreciation. If no value is created, then there should be no appreciation.

If you could create a campaign with an unlimited budget that would reach large parts of the world, what would your message be?

Keep on trying.

13. which advertising campaign from your childhood left a lasting impression on you?

"Raiders is now called Twix. Nothing else changes."

Dominik StibalCEO and owner, Inhalt&Form advertising agency LSA. Dominik Stibal completed his business studies in Zurich and Berlin with a Master's thesis on "Storytelling in Organizations". After two years in management consulting, he entered the world of communication. After more than ten years in the communications industry, Stibal took the plunge into entrepreneurship in April 2017 and took over the advertising agency Inhalt&Form. Born in Graubünden, he lives with his family in Küsnacht. Inhalt&Form has been in the Swiss advertising market for over 25 years. The agency, run by owners Domink Stibal and Karin Estermann, focuses on clients with high implementation volumes, high frequency and a long-term orientation.

The "13 Questions" appear both online and in the print edition of Werbewoche. Realization: Thomas Häusermann.