Daniela Krautsack is the founder of Cows in Jackets. She is an author, speaker, film director and journalist. Daniela is one of the leading experts on ambient media and future city developments, focusing on ‘city identities’, ‘urban brand experiences’ and ‘urban play’. She uses urban interventions and ambient media installations in the public space to invite citizens to participate and receive feedback. Her involvement in think tanks and trend research communities around the world and her engagement in merging the contemporary cultural disciplines have resulted in the work with architects, artists, designers and futurologists to compose blueprints for public spaces and urban art.


Daniela’s international lectures at universities, conferences and major festivals – including the renowned Cannes Festival of Creativity from 2006 to 2010 – aim to enforce city aesthetics and bridge the divide between contemporary artists and media industry professionals.

After a career in classical media planning that took her throughout Europe and Latin America in the 90s, Daniela discovered the media genre of creative media during an assignment in London. Her enthusiasm evolved into worldwide research. Due to her pioneer work in this globally booming field, she was offered to establish Austria’s first specialized creative media agency.

During a 15 months research trip in 2005 and 2006, she toured through 30 metropolis studying and collecting cases, interviewing best practitioners and building a network of experts. Daniela channelized the extensive film footage and accumulated campaigns into a TV documentary which aired throughout public TV channels in Europe and Asia. She was the author and director of this globally innovative film project which was co-produced by the Austrian state-owned TV station ORF and production company Neue Sentimental Film. Her opinion and pioneering thoughts on the development of global trends and urban aesthetics have been published in renowned international magazines, online platforms and on TV.

Daniela currently lives in Vienna. She lived and worked in Zurich, London and Mexico City. Her constant search for inspiration and for ‘unconventional’ innovations around the globe has stimulated her travels to around 20 destinations each year. ‘Never say: This will not work’ describes Daniela’s philosophy of life.

Linked-In-Profile: http://lnkd.in/A2wBkW


Previous roles:

Fellow of the Royal Society for the encouragement of the Arts, Manufacture & Commerce, London, UK and Ambassador for the RSA in Austria (http://www.thersa.org/)

Advisory board member of TrendONE, Hamburg/Berlin, Germany (http://www.trendone.com/)

Chairwoman of the Ambient Media & Promotions Association in Vienna, Austria (http://www.vamp.co.at)

So, what is CIJ all about?

COWS IN JACKETS is a brand label as well as a metaphor. It reflects new ways to market, advertise and promote a product, a brand or an idea.

Whether burned-in a cattle or painted on people’s foreheads, creative forms of advertising have been around for thousands of years. Today, branding embodies the culture and shapes our experience each day. We brand ourselves with logos, visual and discernible tatoos and any other visual form to make ourselves stand out.

“CIJ is an intercreative think & do tank and spans its portfolio from idea creation to ‘on the ground implementation’”.

Daniela Krautsack


COWS IN JACKETS is the answer to the over-saturation in the market and media environment. Creating new ways to educate as well as to insipre, enthuse and stimulate our senses and our mind is the goal that COWS IN JACKETS not only as an agency but also as its mindset strives for.

COWS IN JACKETS is a communications consultancy focussing on the creation of unconventional concepts and a professional networking agency for intercreative and interdisziplinary collaborations within the creative industries worldwide.


Why does the world need ‘unconventional’ and ‘stand-out’ communication?

Classic advertising in the public space of cities, as part of mass marketing, “made” our cultural imaginary as much as it “made” our cities: billboards, signs and communication systems defined to a large extent what post-modern cities have been so far. We are nevertheless at a turning point in time, in terms of how business and brands interact with our urban landscapes to reach all of us, citizens of today and of the future. From emerging metropolis to the leading global capitals, the clutter of outdoor advertising is being discussed as visual pollution. More and more cities seem to respond with drastic policies, like São Paolo and their “clean city – no billboard” legislation. At the same time, the rise of iconic buildings, from museums to corporate headquarters, brought a challenge to “classic” advertising of perhaps more visible but not inferior magnitude than the one posed by the increasing lack of impact thereof.

From the worlds of fine arts and urban trends arise new ideas how our metropolises will deal with the new challenges that the rather unconventional forms of communication and media hold for our future society. The work of COWS IN JACKETS aims to continuously portray the opinions of the world’s most prestigious ‘architects of our present’ in her work, among them artists, architects, designers, advertising creatives and business managers on controversial art installations and eye-catching street performances that blur the clear distinction of our public space as either outdoor canvasses displaying contemporary art or playgrounds for the commercial self-manifestation of consumer brands.


City research as a key focus as of 2012:

Cities were once created to allow the exchange of goods, skills, ideas and relationships and have always provided a fertile ground for the evolution of human culture – the arts, scientific research and technical innovations. How efficient a city is at facilitating exchange is defined by its well-being index – covering all aspects of its economic, social, cultural and environmental life.

Public space forms a vital conduit in this exchange process, providing platforms for everyday interaction and information flows – all of this builds the basis and content for the public life in our cities. Public spaces form a shared spatial resource from which experiences and value are created in ways that we could not create in our private lives alone.

From the Athenian agora to the Victorian promenades and the modernist shopping precincts of the post-war town planners, specific periods of enthusiasm for public space have produced the infrastructure that continues to shape the public life of our cities today.

Cities around the globe are being regenerated, redesigned and newly built. In the midst of serving economic interests, housing requirements and architectural aesthetics, we seem to lose track where to find public life. In parks, streets, squares? Privatised space is on the rise which creates the worries of shrinking shared social spaces. Many of the shiny new quaysides and squares seem empty of people or curiously monocultural in the type of people they attract. A new city square can be beautifully designed but there is no guarantee that people come and use it.

Daniela Krautsack: “My mission is to identify places and spaces in cities that allow citizens and visitors to network and play and to come up with ideas and processes that enable empty spaces to be reinvigorated. My work also aims to recognize the wide variety of motivations, needs and resources that shape people’s personal capacity and desire to use the communal spaces within cities.”