"I spent most of my youth on race tracks".

1. how has advertising changed since you started?

That’s funny. If I answer that, I’ll be giving away my age! A lot has changed in the creative process. At the beginning of my career, just producing a layout for a client presentation took at least a week. First, an illustrator was commissioned to create the visual. Then the copy was sent to the typesetter, along with precise specifications for font, size, leading, kerning, and column width. If a mistake was made, the result had to be cut up and reset by hand. Next, the copy was photographed, and the final illustration was added. Only then was the entire piece sent to the client. Today, you can create an entire ad on a computer in the same amount of time it takes me to write these sentences. In general, everything moves much faster these days. Because of this speed, the creativity and craftsmanship of copywriting and art direction are increasingly taking a back seat. That’s a real shame.

2. what does not come to the office under any circumstances?

Egos. Agencies work best when everyone works as a team.

3. which print media do you privately subscribe to?

Lürzer’s Archive.

4. the best book you've read recently?

«A Game of Thrones» by George R. R. Martin. I refuse to watch the HBO series until I've read the last two books, «The Winds of Winter» and «A Dream of Spring»—that's how much I love this series. Come on, George, just write those damn books already!

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

I've always dreamed of designing cars. My father was a mechanic who built race cars. So I spent most of my youth at racetracks, watching him try to make the cars even faster—not just through mechanics, but also through aerodynamics. Whenever I smell gasoline, it reminds me of that wonderful time. But I’m glad I ended up in advertising. I love it there.

6. What inspired you to enter the advertising/communications industry?

My brother worked at an agency called «Ogilvy Mather Rightford Searl-Tripp and Makin» in Cape Town. They produced the commercial «The Right Stuff» for the Volkswagen Golf MK2. Seeing that car pushed to its limits just blew me away. My brother was constantly at incredibly cool shoots and got to work for amazing brands. I wanted that, too. And the fact that back then every agency had its own pub with free beer was pretty convincing to me as well.

7. when you have an idea, how do you know it is good?

When I feel that certain flutter of excitement and nervousness in my stomach—and it won't go away even when I'm talking to my wife. If an idea keeps me from listening to her, it must be brilliant! I hope my wife never reads this.

8. is the opinion true that you can't grow old in agencies, or is that a prejudice?

At least I hope that’s not the case—after all, I’m well on my way there. But seriously: I think it’s a matter of attitude. The beauty of advertising is that we’re all surrounded by so many people of different ages. If you can’t manage to stay up to date, you really only have yourself to blame. If you love advertising, it’ll keep you young.

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

The campaign that really stuck with me was for Hamlet Cigars. It wasn't until many years after it aired that I found out my copywriter at the time, Ben, was the son of John Carson, the voice actor for the commercials: «Happiness is a cigar called Hamlet. The Mild Cigar.» Truly brilliant.

10. what are you determined to achieve?

To work with my team on a campaign that the world will still be talking about 20 years from now.

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

Calvin & Hobbes.

12. What would you be willing to do for free?

Anything that positively changes people's lives.

13. the best Swiss campaign ever?

The campaign for Swiss milk featuring the cow «Lovely.».

Bruce Roberts was born in Cape Town, South Africa, in 1970. He began his career at BerryBush/BBDO. After seven years, he moved to Bester Burke and later to The Jupiter Drawing Room. In 2002, he moved with his family to Switzerland, his wife’s home country. After a three-year stint in Geneva, he moved to Zurich to join Matter & Partner and from there went on to Jung von Matt and Publicis. During this time, he had the good fortune to work with some of Switzerland’s best advertising professionals. The results were recognized at major international and national award shows. In 2014, Robert joined TBWA\Zurich as Creative Director. Throughout his career, he has worked for clients such as McDonald’s, SBB, Mercedes-Benz, UBS, Sunrise, Zurich Insurance, Renault, Nestlé, and Volvo.

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