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Interview with Gernot Hofbauer on his 20th anniversary

20 years of adverserve – what was your very first thought when you started back then?

I can still remember the job interview well. I must admit, at the time I wasn’t entirely convinced by the job description and had actually expected something different. So I blurted out the question of whether the work would become boring in the long run. I thought to myself, „Oops, wrong question, that’s it for the application”. But Boris (Boris Schärf, company founder) hired me anyway. And now, 20 years later, I can only say that I can hardly remember a time when my job at adverserve was ever boring.

Looking back on the last two decades, what has been your biggest milestone at the company?

I don’t want to focus on myself here. For me, the transformation from a purely digital business to a media agency that now offers everything, including traditional media, was impressive. With all the difficulties that entailed. That only works with the necessary willpower and, of course, with motivated and ambitious employees.

How do you think the industry has changed during this time – and how have you grown with it?

I mainly work with a wide variety of marketing tools. On the one hand, you no longer need the technical background knowledge that was required when adverserve started out. On the other hand, the variety of tools available has become almost overwhelming. The difficulty lies in being able to use the tools not just in a rudimentary way, but to their full potential.
In addition, various regulations make our lives difficult. I only need to think about the issue of cookies and consent banners. I don’t want to evaluate that right now. Basically, working life used to be easier. You could implement ideas much more quickly.

What makes adverserve a special employer for you?

Twenty years and it just never gets boring. There are always opportunities to develop further or take on new tasks internally.
It has always been a case of working together as equals: the team is what counts for us. Regardless of position, we treat each other with appreciation and respect.

What was your most unusual or amusing moment at adverserve?

I recall our first client in Switzerland. At the time, we presented nearly everything we had to offer. Since the company was much smaller back then, it sounds like more than it actually was. We had planned a full day of meetings. In the end, it was a 30-minute appointment, and we still serve that client today. Since the return flight wasn’t booked until the evening, we were able to spend a relaxed day in Zurich and sightsee, including a tour of Lake Zurich.

If you had to choose a song that describes your career here, what would it be?

Off the top of my head, two come to mind: „Listen to Your Heart” by Roxette. But after 20 years, the title „It’s my life” by Jon Bon Jovi also fits quite well.

What advice would you give your 20-year-old self?

Dare to go your own way.

What three things must always be on your desk?

• Caffeine
• Sugar
• Organized chaos

What’s the first thing you do when you get home after a long day at work?

I’m usually already at home. After commuting for two hours door-to-door, I’m naturally very grateful to the company for giving me the opportunity to work from home relatively early on. Long before COVID-19.
After work, I try to fulfill my duties as a father and help the children with their homework or exam preparations.

What passion or hobby has been with you for as long as adverserve?

On the one hand, my wife – she advised me to take the job at adverserve 20 years ago.
On the other hand, my passion for community and taking on responsibility here.
I live in a small village in the countryside. Everyone knows everyone else there, and social life is an essential part of it. I myself am very active in the volunteer fire department and try to do my part that way.

If you hadn’t ended up in this industry, where would you be today?

Maybe I’d still be drawing escalators :).

Vacation: beach, mountains, or city break?

If it were up to me, it would be mountains or a city break – if it were up to my children, the beach would be a must. I usually get outvoted :).

What is your personal recipe for recharging your batteries after stressful periods?

As I mentioned, I live in the countryside. A short walk through nature in the morning to clear my head works wonders. When the season allows, riding my motorcycle is also a great way to do this.

What motivates you to give your best every day, even after 20 years?

The change in our business. Even though the core business may not have changed that much, there is hardly a day when you don’t learn something new.
But it’s also my colleagues. It can only work if everyone tries to do their best and supports each other.

Where do you see adverserve in the next 10 years – and yourself in it?

Ten years ago, I would never have imagined that we would now be sitting in the Post headquarters, so I don’t dare to stick my neck out here. However, I will probably be able to witness all the further steps over the next 10 years and hope to be able to keep up with my increasingly younger colleagues and the fast-paced business.

Is there a project or idea that you would really like to implement?

Dashboards – with Adverity and other dashboard providers, we have the perfect tools to summarize the results of the individual channels clearly for customers, but also for us internally. Now we need to stay on the ball to get the most out of it.