"Awards can help find good creatives"

Nannette Graf is CEO and co-owner of the Basel agency Kreisvier. And a diplomat, as she reveals in our series "13 Questions for..." among other things.

Editorial - February 22, 2016

1. what inspired you to enter the advertising/communications industry?
I practically grew up in the GGK Basel studio.

2. if you had not become an advertiser - what then?
If it weren't for advertising, I would have become a diplomat. But I'm mostly a diplomat now.

3. what qualities make you a good advertiser?
Passion. Basically, I am very convinced of what I have to communicate. And I think it's just as important to take your customers and their target groups seriously.

4. Do you fall for advertising? When?
Every day. It just has to say "new" on some package ...

5. why don't you conform to the usual clichés of an advertiser?
The convoluted business English is not really my thing.

6. what do you never want to have to hear about yourself?
I've heard a lot of things, but as a diplomat, I can handle anything.

7. what would you not promote under any circumstances?
Politics and weapons. Both can backfire.

8. when you have an idea, how do you know it is good?
When my creatives sit in front of me with shining eyes when they tell me them.

9. is the opinion that you can't grow old in agencies true, or is that a prejudice?
In my experience, this is - unfortunately - often the case. Unless you own the agency yourself.

10. what role do awards play in the advertising industry?
Even though our agency does not enter anything in these competitions: They are definitely an appreciation for outstanding work worth seeing. And they can help to find good creatives.

11. what is impossible for you to do without?
I can't function without my Evian water.

12. what does not come to the office under any circumstances?
The rubber tree.

13. ever thought about leaving the advertising industry?
Never before. This industry was invented for me.

Nannette Graf is, together with Karo Hafner, one of the owners of the Basel-based communications agency Circle four communications. With 40 employees, Kreisvier is one of the largest agencies in northwestern Switzerland. Its portfolio includes well-known clients such as Coop, Roche, TopPharm pharmacies and Basel University Hospital, as well as many other SMEs throughout Switzerland. As an advertiser, Nannette Graf will be able to celebrate her 30th professional anniversary next year.

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

Implementation 13 Questions: Thomas Häusermann

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