"There's no such thing as a favorite or dream customer for me."

1. what would you work for free?

Even as a relatively young agency, we regularly work on pro bono projects. This is important to us because our team comes from all over the world and is very diverse. We support clients and institutions that stand up for human rights, understanding, togetherness and an open society based on solidarity. For example, we are currently developing a campaign for Amnesty International Finland.

2. what would you most like to advertise?

There is no such thing as a favorite or dream customer for me. The appeal lies more in the task. And the creative solution to a problem.

3. what do you think of influencer marketing?

Influencers have been around as long as communication itself. And they have always been marketed. In the past, perhaps not quite as quickly and professionally and nowhere near the scaling possibilities of today. The fact is that influencers play a major role in building a brand and can be relevant for a diversified target group approach. The decisive factor here is that authentic collaborations are created, which is the only way to make an engagement credible.

4. which three electronic devices could you do without recently?

My phone, my phone and the power bank. Yes, I have two phones.

5 Does the classic agency model have a future?

Counter question: What is the classic agency model? The exciting thing about our industry is the constant change. I think it's great that we are always very early and intensively involved with new trends and further developments.

6. what do you never want to have to hear about yourself?

He always tried (very) hard.

7. ever thought about leaving the advertising industry?

I leave the advertising industry every day. Sometimes I almost go too far and get so involved with our clients' customers that I sometimes think I'm part of a different industry. The nice thing is that it always remains exciting and I never have to see a career advisor.

8. can you tell us a little secret?

No, I only give away big ones.

9. a campaign that has caught your eye recently - but is not your own?

Nike with Colin Kaepernick. A strong attitude campaign with incredibly good timing and a lot of foresight. According to Edison Trends, the campaign drove online sales up by 31 percent on the Bank Holiday weekend after its launch and certainly contributed to the current all-time high of the share. On a side note, it was even honored by the American president. Nike. Just did it again.

10. which professional colleague would you take with you to a desert island?

My wife (unfortunately or fortunately) works in a different industry.

11. what annoys you about the local advertising industry?

When I worked mainly in Zurich, I was always amazed at how much time people spent gossiping about the industry and dissing colleagues or their work. Sure, a certain amount of competitiveness is healthy. But many agencies create outstanding work, which I then enjoy looking at. One of the most important issues in our industry is strengthening the appreciation of creative work as a whole. Keyword unpaid pitches, idea theft and so on - we need to work better and more closely together here.

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

The founding of Foundry. You know, it went like this: After visiting my grandmother in Berlin, I had presented the Foundry business plan to the business development agency "Berlin Partner". Their feedback and generous support confirmed my conviction to put my vision into practice. The result: today, three years later, we are an international team of almost thirty talented people who support innovative clients from all over Europe at two locations in Berlin and Zurich.

13. the best Swiss campaign of all time?

The "turnaround rates" of Swiss Life Insurance advertising has never been implemented as well as with the Mobiliar damage sketches.

Sacha Moser founded the fast-growing agency Foundry in 2015 with offices in Zurich and Berlin. Previously, he worked successfully for Young & Rubicam in New York and San Juan, Puerto Rico, was International Creative Director at Publicis and co-founder, Creative Partner and VR of Serviceplan Suisse.