Kenneth Kaadtmann on Humor, Advertising, and Founding Attaboy

Kenneth Kaadtmann, a Danish creative director and comedian, founded the independent agency Attaboy in Copenhagen in 2023. The agency focuses on humor and cultural fluency, producing campaigns for local and international brands in Tokyo and Dubai. Kaadtmann also started a comedy club in Copenhagen, which he describes as nerve-racking but instructive for advertising work. He argues that humor is returning to advertising after a period dominated by purpose-driven messaging, but notes that modern ads often lack genuine wit due to insecurity. Kaadtmann compares the challenge of today's advertising to performing at an unwanted company Christmas party, where attention must be grabbed quickly. He advocates for making ads that suit modern consumption habits rather than forcing old formats. His career includes creative director roles at Mindshare and Accenture Song, with campaigns for Dove, IKEA, Ford, and Mastercard. He advises young creatives to avoid chasing award shows and instead produce meaningful work for all clients.