This week, Sarah Britten chats to Goetz Ulmer, executive creative director at Jung von Matt, Hamburg

1. How important is creativity when developing successful solutions for your partners?
Without creativity we would still do animal drawings in caves. It's the most important.

To be honest: none out there likes advertising. That's why you have to come up again and again with fresh, interesting, surprising, entertaining, useful - short: creative solutions.

2. What's the most exciting project you've worked on recently?
Trying to produce a second child.

3. Creativity can be a challenge when you're on deadline, or client has bombed the work, or your team is tired. How do you keep inspiring creative thinking in others?
I try to inflame them with my passion for a even better solution. It only takes one additional finger to change a "F*** You" into "Victory".

4. Can you name an example of a brand that has inspired you lately?
Heineken. Really great, experimental & creative stuff on a very high level over a long period of time. Impressive.

5. What's your favourite vacation spot?
Behind my drums.