About me – Header image raaf-kommunikation Ralf Raaf

Text, concept & editing - Print & web design - Print mastering & production - Photography & Video

About me.

Why I'm so well-rounded and versatile today – or: What you never wanted to know and never truly wanted to ask:

Advertising is clearly my thing. You can see it just by looking at my childhood photos, where I look like I’m being cast for the *Kinder Chocolate* packaging. Right?

But seriously: Before the idea of trying my hand at the advertising industry even crossed my mind, I gathered a wide range of experiences – experiences that perhaps go some way toward explaining why I’m so well-rounded and versatile today. They also show that I love learning new things and quickly getting up to speed on a huge variety of topics. Aside from excellent German language skills, that’s a key prerequisite for my job as a copywriter and conceptualizer. Some people call it curiosity.

I was born in Oberhausen in October 1964. After that, I went through the standard schooling – which I’ll skip here in order to not make you fall asleep.

My interests have always been versatile, and so in my younger years I practised as a magician, detective, scientist and author, among other things, and later I intermittently tried to sell vacuum cleaners and capital investments... well. Today, in addition to my professional activities, I dedicate myself to fine art.

No, never an athlete – even though I tried tennis and table tennis. That wasn't really necessary either, as I grew up in the countryside (in Krudenburg on the Lower Rhine) and was practically on foot or by bike all day.

My favourite sport was reading. I read everything I could get my hands on from the school library – from Asterix & Obelix, through The Three Investigators and Mark Brandis, to hefty tomes about aviation, shipping (and all the accidents), and the universe in general. When I got bored, my lexicon also had to serve as reading material. Wasn't the worst thing...

At some point, from home, I was Forbidden to borrow more than 3 books at once. That was quite nasty, because at that time I was consuming about 3 „Famous Five“ books a day. So I had to show up there every day. Which was rather difficult on the weekends.

Oh, by the way: I forgot to mention that for a very, very long time (months? a year?), I was grounded. Why, I've forgotten, but I think it had to do with my stepmother, who certainly did credit to her evil counterparts from various fairy tales. Probably also a reason why I learned to grit my teeth and to solve problems, rather than discussing it at length. Ultimately, therefore, also a valuable experience.

You'll best see the individual stages of my life so far at the bottom of the timeline. This saves time and should also inform you sufficiently.

My life in brief

My interests

October 1964

Tadaaa!

Born in Oberhausen / Rhineland as Ralf Hildebrand

October 1964

1970-1981

Schools

Grew up in the Lower Rhine region.

The long and short of it: Intermediate School leaving certificate with qualification

1970-1981

1981-1984

Training

... as a telecommunications technician at the Duisburg telecommunications office (now Telekom)

1981-1984

1984-1988

Employee

... in the middle non-technical service at the Telecommunications Office 2 in Munich Schwabing (customer service, administrative tasks, data entry)

1984-1988

1986-1987

Compulsory military service

W15 in Munich (Military; Office and Repair Reception for Telecommunications Equipment Maintenance)

1986-1987

1987-1988

First contact with the advertising industry

Part-time work as a data entry assistant in an editorial office in Munich

1987-1988

1988-1989

Further Education College

... for Technology and Design in Duisburg. Result: Higher Education Entrance Qualification

1988-1989

1989

Start as a freelance copywriter

For clients such as Volkswagenwerk Wolfsburg, Aachener and Münchener Versicherung, Continentale etc.

1989

1989-1992

University of Duisburg

... unfortunately inconclusive. But insightful.

My specialisation was economics.

1989-1992

1990-1991

Text-Trainee

… at the advertising agency Hartenfeller & Meier in Düsseldorf. Veeery educational! 

1990-1991

1992-1993

Call Centre Agent

...at Mannesmann Mobilfunk in Ratingen (now Vodafone). I helped prepare and, above all, witnessed the launch of the D2 network – and the first D network cell phones. Exciting times!

1992-1993

1993-1995

Junior Copywriter

… at Dr. Hebestreit & Partner in Düsseldorf, with clients including ISER (Information Centre for Stainless Steel), the Association of Private Health Insurance Funds (PKV), First Travel Agency, allkauf Reisen / Tjaereborg, NUR Touristik etc.

1993-1995

1995-1999

Text message

… at the B/W advertising agency in Düsseldorf, with clients such as Warsteiner, Frankenheim Alt, Ganser Kölsch, Carolinen Brunnen, Getränke Essmann, Suzuki Motorcycles, Rastal, AIWA, Lipovitan, Clarion etc.

1995-1999

1999

Text message

… at H,S,R & S Conquest (WPP, later Red Cell) in Düsseldorf, for Alfa Romeo, Nikon and Yamaha motorcycles. The management liked me – the creative director, unfortunately, did not…

1999

1999.2

Self-employed

… with rdh|kommunikation as copywriter/creative director, graphic designer, web designer and photographer with clients such as amtra Aquaristik, Buchbinderei Schaumann, MOW (Möbelordermesse Westfalen), Nolte Möbel Germersheim, Diving Center Cefalù, Hetfeld Medientechnik and others

1999.2

2004

Creative Supervisor

...at Frey.G2 (Grey) in Düsseldorf, later also WPP.

There were interesting insights into shopper marketing. What wasn't there was clarification about what exactly was expected of me („an experiment“) or any authority to give instructions to anyone. That then didn't really work out either.

Customers included Skittles, Jim Beam, José Cuervo, Procter & Gamble etc.

2004

2006-2006

Conceptualiser / Copywriter

The first at Melchers Advertising, the second at Hillenbrand Advertising Agency. Both from Witten, both in the same office. Clients included Radeberger Gruppe, König Pilsener, Champagne Lanson, Dr. Ausbüttel / DRACO, ENNI (Energieversorgung Niederrhein) and others.

2006-2006

2007

Copywriter

… at Wunderman GmbH in Cologne (now VML), with clients such as Ford, Mazda, L’Oréal Paris, Jacobs Professional, Pioneer Electronics, Tassimo etc.

Unfortunately also part of WPP. Was therefore cut, even though everything was running smoothly.

Well, that's life...

2007

2010

Self-employed

… with rdh|kommunikation, which I renamed raaf|kommunikation in 2025, having married in 2023 and taken my wife's surname.

2010

Right, that's everything then. Perhaps we can continue my story with joint projects... 😉