"The prevailing agency bashing is really getting on my nerves"

1. what would you most like to promote?
Luxury goods and renewable energies.

2. the best testimonial ever?
Picasso and others for Apple: Think different.

3. does the classic agency model have a long-term future?
The classic agency has never existed. Good agencies have always been in a state of flux.

4. a buzzword that gets on your nerves?
"Modern".

5. what would you never advertise under any circumstances?
For pessimism.

6. which advertising medium do you find abominable?
Skyscrapers. Can they please be abolished?

7. what are you determined to achieve?
The unattainable.

8. name a campaign that has recently caught your attention in a positive way - but was not created by you.
"I don't care". Berlin public transportation.

9. what distinguishes the advertising and communications industry from other industries?
Relatively little. Success follows the same principle in all industries: brains and heart and soul.

10. when you have an idea, how do you know it is good?
If you are well prepared in your head, i.e. you know the context, risks and opportunities, you can make decisions. And quickly.

11. does the advertising industry receive enough appreciation for its work?
Definitely not. The prevalent and popular agency bashing really gets on my nerves. But the loss of respect is a general problem.

12. what goes through your mind when you see a campaign on the street or on TV that you wrote?
And now! What next?

13 What is currently overestimated?
Underestimated would actually be the interesting question.

Guillaume Borel is Managing Director Creation and co-owner of the communications agency ViznerBorel. He has worked as a graphic designer, art director and creative director in national and international communications agencies for over 30 years. He has been responsible for a number of well-known and successful communication projects, such as for Denner, Migrolino, IKEA, Heineken, UPC Cablecom, Weleda, Media Markt, ORF etc. ViznerBorel has 18 employees and supports clients such as Porsche Switzerland, Denner, VW Commercial Vehicles, Comparis.ch, Navyboot, NAB, Swiss Recycling, Dosenbach+Sport, EWZ Zuerinet and many more. The agency designs strategic communication platforms and implements all online and offline measures. With its subsidiary Wetalkwithyou.com, it also combines all relevant digital communication skills and implements creative, sustainable projects such as Switzerland's first fully interactive poster.

"13 Questions" appear both online and in the print edition of Werbewoche.

Implementation: Thomas Häusermann