"I could probably pass for a banker, too".

1. what inspired you to enter the advertising/communications industry?

The privilege of being able to work with creative people.

2. if you had not become an advertiser - what then?
At times I was eyeing a professional career as a DJ. But I am not unhappy to have chosen a different path.

3. do you fall for advertising? When?
Again and again. And more and more often on the web.

4. what would you most like to promote?
Somewhat clichéd: for a great watch brand - cars we already advertise.

5. which advertising medium do you find abominable?
Very topical: the deplorable street lamps misused for election propaganda.

6. the best testimonial ever?
Maybe not the best, but a super awesome one: Friedrich Liechtenstein for EDEKA.

7. why would you advise or discourage your children to seek a career in advertising/communication?
I would be very happy if they took this path. Is there a more exciting industry?

8. what would you not promote under any circumstances?
For products that do not deliver what they promise.

9. what qualities make you a good advertiser?
To be able to listen well.

10. what do you never want to have to hear about yourself?
That I can't listen.

11. what does not come to the office under any circumstances?
Giveaways. We'd rather send them out.

12. why don't you conform to the usual clichés of an advertiser?
I don't wear yellow and red socks, nor does a beard adorn my face. I could probably pass for a banker, too.

What role do awards play in the advertising industry?
A big one. But a small one for us.

Since joining the company in 2005, Reto Meyer has been managing director of the full-service advertising agency WS Communication from Therwil near Basel. After training as a communications planner, he found his way into the industry via an engagement at cR Basel. During his subsequent studies in journalism and business administration in Zurich, Meyer gained further professional experience at agencies and on the client side before taking up the post of Head of Communications at Internet service provider Tiscali. The married father of two daughters has successfully steered the fortunes of WS Kommunikation with its eight employees as co-owner since 2014. Its biggest customers include Manor, ASAG, EBL, Quickline Business and Feldschlösschen with Schweppes and Orangina.

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

Implementation 13 Questions: Thomas Häusermann