"Actually, I just wanted to design party flyers and websites."

1. which print media do you privately subscribe to?

Various special interest titles. But the most popular magazine is my children's GEOlino.

2. the best testimonial ever?

That's easy: Mikhail Gorbachev for Louis Vuitton.

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

That the "advertising ecosystem" can keep up with technical developments and the associated demands of customers. Buzzword digitalization ...

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

I don't think so. But fortunately, this only affects our agency to a limited extent.

5. what is impossible for you to do without?

Belgian beer and cycling.

6. a buzzword that gets on your nerves?

Programmatic Advertising. I mean, let's face it, programmatic advertising is a standard tool these days. Albeit a very sophisticated one.

7. what inspired you to enter the advertising industry?

Actually, I only wanted to design party flyers and websites. Then my text partner at the time gave me a taste for it. Merci, Dave.

8. what role do awards play in the advertising industry?

An ambivalent one. On the one hand, they are important for agency reputation and recruiting, but on the other hand, they unfortunately also distort the image of the industry.

Awards unfortunately also distort the image of the industry.

9. what distinguishes the advertising and communications industry from other industries?

In the words of Frédéric Beigbeder: "We don't have timetables - we have deadlines.

10. why don't you conform to the usual clichés of an advertiser?

I do. I wear black T-shirts, have tattoos and drive a hybrid.

11. what do you think about adblockers?

I think that's good. This way, the consumer can protect himself a little against the bullshit that is declared as advertising these days. At the same time, the industry is forced to find new, cleverer ways to reach customers.

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

Hmm ... I can't think of any off the top of my head. However, I still know all the theme songs from "A-Team" to "MacGyver" and "A Gun for All Seasons" by heart.

13. which film title can be used to describe your career so far?

I wish I could write something cool like "Fear and Loathing in Las Vegas" here. However, "Ratatouille" probably suits me better.

Jeff Gerber worked as an art and creative director in Bern before joining Notch Interactive as a partner in 2011. With his agency, the Executive Creative Director develops holistic and user-centric communication solutions. The native of Bern with Indonesian roots is the father of three children and enjoys road cycling.

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