"All barbecue campaigns are annoying"

1. what would you work for free?

That actually happens again and again. Either one goes in advance to get to an exciting project, anyway we go the extra mile or support again and again heart projects that otherwise would not come to fly ... but that does not necessarily mean that the effort is then free.

2. what would you most like to promote?

I object somewhat to the term advertising. The requirements have become much more complex for quite some time now. I like to talk about communication. For us, this includes branding, design and, above all, the creation and preparation of high-quality content for all media. In terms of topics, I feel quite comfortable in the area of tourism, leisure and lifestyle. It's all about emotions and experiences. I find pure product advertising - for screws or dental implants, for example - less exciting ...

3. which print media do you privately subscribe to?

The Eye, Page, Weave and Novum, Lürzer's Archive, various publications of the Zukunftsinstitut. The Punkt magazine. I like to browse through Interview, Monocle, Ramp, GDI Impuls. In addition, there are always a round dozen different magazines from all over the world around and on my desk.

4. what advertising should be banned?

None, actually. Today's consumers are mature enough, well informed and can see through stupid advertising. What's more, we've been moving away from one-way communication for some time now, and opinions are being formed much more through exchanges in social media.

5. was there a moment in your life when you thought: Wow, this is great! And it's from me!

There are some projects that I still like to show. But with a completed project, I'm much more likely to see what could be improved....

6. if you had not become an advertiser - what then?

I don't necessarily see myself as an advertiser. We simply started. From scratch. And then reinvented ourselves again and again. My job combines all the activities I've always wanted to do. I'm the creative director, I design, I write, I develop communication solutions. It's very varied, interesting and always different. You get to know exciting people and grow as a person. The subject still interests and fascinates me years later. The creative industry is a driver of social development - I like that.

7. what is the biggest challenge for advertising at the moment?

The industry is in constant flux, communications and the associated challenges and skills are evolving and changing very quickly. You have to be very awake, move around and make the right decisions. But actually, that has always been the case.

8. what annoys you about the local advertising industry?

Viewed from the other side of the mountain, one sometimes gets the impression that some are more concerned with self-dramatization. We like to put the product or the service in the center and keep ourselves somewhat under wraps.

9. which campaign has annoyed you lately?

Migros' barbecue campaign - like all barbecue campaigns in general. Then all those whose main message is: "There is a simpler solution to ...". This for cheese spreads, WC flushes, etc., the Mazda campaign I don't understand and the slogan "Simply clever" I can't hear anymore either.

10. which person would you like to see in one of your campaigns?

Uma Thurman, Penélope Cruz or Lana del Rey.

11. a buzz word that gets on your nerves?

Burka ban, vegan lifestyle, hipster beard.

12. what is impossible for you to do without?

On aesthetics, curves, Mediterranean food and a good bottle of wine.

13. ever thought about leaving the advertising industry?

Not really... I've been passionate about it since the beginning. Even today. But as you mature, you can take a step back and define your field of activity more consciously.

Dario Cantoni is creative director and partner of Spot advertising. The agency was founded by him together with Werner Pircher in 1990. Their focus is on tourism, event and destination marketing, the hotel and gastronomy industry, and the fashion and lifestyle sectors. With a total of 18 employees at the headquarters in St. Moritz and in Lugano, they are now the most important full-service communications agency in Graubünden.

"13 Questions" appear both online and in the print edition of Werbewoche. This article appeared in Werbewoche 14/2016 on September 1, 2016. Consequently, the interview was already conducted in mid-August.

Implementation 13 Questions: Thomas Häusermann