"Only those who doubt become better"

1. what would you work for free?

For my mother, my brother or my friends. You only get asked a question like that in our industry - free and work is a contradiction in terms.

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

The American President.

3. what would you most like to promote?

For brands that think long-term and have the courage to take a clear and differentiating stance.

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

What it has always been: creativity and its efficiency are difficult to measure - Big Data, market research, targeting or not. Gut feeling is a measuring instrument that should not be underestimated.

5. a buzz word that gets on your nerves?

Buzz word.

6. what would you not promote under any circumstances?

For brands and people without backbone.

7. name a campaign that has recently caught your eye in a positive way - but did not originate with you.

This interview gets more difficult with each question. All joking aside. Among other things, I thought the Swiss poster campaign was great. Although the tonality of the campaign lost some of its consistency in some implementations, such as the special ad in the ADC gala newspaper.

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

It's a love-hate relationship. Everyone wants to win awards, and once you win them, you claim you either lost them or keep them in the toilet.

9. what qualities make you a good advertiser?

Self-doubt. Only those who doubt become better.

10. which advertising medium do you find abominable?

The bad publicity carrier.

11. does the advertising industry receive enough appreciation for its work?

Apparently not, or there would probably be fewer award shows.

12. what was the best thing you did in the last five years?

I won the Braui Open, a ping-pong tournament among friends, with aplomb in 2016.

If you could create a campaign with an unlimited budget that would reach large parts of the world, what would your message be?

"Think different.

Nico Ammann: Heimat Zürich, founded in April 2016, has 16 employees and serves Swisscom, Bank Cler and Zur Rose. Previously creative director at Ogilvy in Frankfurt for four years. Freelancer for several years, including in Los Angeles. BFA from Art Center College of Design, Los Angeles. Entry into the advertising industry at Advico Young & Rubicam. Member of ADC Germany and TCS. Won over 100 creative awards in recent years, including seven Cannes Lions.