"There is a very special energy in Baden".
«13 Questions» for Jörg Krummenacher, Creative Director and Partner at Kommpakt.
1. why don't you conform to the usual clichés of an advertiser?
I take myself out of the picture and prefer to focus on our customers and their needs.
2. do you fall for advertising? When do you do it?
When I smell delicious food. Otherwise I'm hard to crack.
3. was there a moment in your life when you thought: Wow. That's great. And it's mine!
Just this morning, when my little son beamed at me.
4 If you hadn't become an advertiser - what then?
There is nothing else. My passion has always led me here.
Have you ever thought about leaving the advertising industry?
Every time I go away on vacation. But I've never managed it yet.
6. how do you know that an idea is good?
If my gut feeling nods and my business partners can't bend the idea.
7. which advertising medium do you find disgusting?
Logo placement on shirt collars. And unfriendly staff.
8. what do you never bring to the office?
Lazy and indifferent people.
9. what are you determined to achieve?
The satisfied smile on our customer's face.
10. what was the best thing you have done in the last five years?
Founded a family. And opened my heart to Swiss wine. Both have been very rewarding.
11. which advertising campaign from your childhood has left a lasting impression on you?
The Orange commercial from the nineties with the snowboarder carving through the deep snow. As a teenager, that didn't persuade me to become an Orange customer, but to join the advertising team at some point.
12. what do you never want to hear about yourself?
"It's about time he finally stopped."
13. can you tell us a little secret?
There is a very special energy in Baden. I also use it to recharge my batteries.
Jörg Krummenacher is Creative Director and Partner at the Kommpakt agency in Baden. He joined the team in 2001, took over the former Aargau-based S&W advertising agency with Martin Perini and changed its name to Kommpakt Kommunikation in 2016. Kommpakt is a member of Leading Swiss Agencies. Kommpakt.ch
The "13 Questions" appear both online and in the print edition of Werbewoche.
Implementation 13 Questions: Thomas Häusermann
