Krak’s history goes all the way back to 1770. This shows that it is possible – through ingenuity, hard work, quality and application – to cultivate competencies and develop them at the same time. Krak has always kept abreast of the times, by understanding how to utilise the new opportunities that technological breakthroughs and social developments offer.

History
Krak was established on the basis of “Vejviseren for København” (the Copenhagen Directory). The directory is the world’s oldest existing directory and was published for the f irst time in 1770 by commissioner Hans Holck. In 1862 the city surveyor Thorvald Krak took over the publishing rights and established a publishing company, which was transferred to his son, doctor Ove Krak, in 1898. He ran the company until his death in 1923. After that the Krak Foundation was established and it became the owner of Krak. Every year the Krak Foundation distributes DKK 1 million for purposes that the board members consider will benefit Danish trade and industry in general. In June 2007 Krak became a part of Eniro Danmark A/S.

Promotion
Krak is a powerful brand with deep roots in Danish society and a brand recognition at 97%. This is utilised purposefully in relation to customers and in marketing. Krak does not favour large-scale, general campaigns, but focuses instead on highly specific marketing measures ensuring the shortest possible distance from influence to purchasing decisions.

Market
Every month more than 1.8 million users visit Krak.dk when they need to find a road, a telephone number, a product, a supplier, a shop or a service. That makes Krak.dk the largest directory website in Denmark. The popularity of Krak.dk is due to the wealth of information made available by just a few clicks. Among other things, the site contains information on almost 500,000 businesses, more than 3 million private individuals, and the public authorities. Krak.dk is a good example of Krak’s overall philosophy and company mission, which are based on the desire to guide their users when they are in need of information. Creating an essential help for users in their day-to-day life is Kraks most important mission.