Amsterdam, March 27th

Cloudfactory is an independent, international creative agency that builds brands by activating their brand mission – what they call creative activism. They develop brand strategies, brand communications and brand design with international brands through collaboration. Being small, they have a personal touch combined with years of experience.

Sandeep Chawla is the Owner and Managing Director at Cloudfactory. In an interview with TIA, he described his background and what led him to his current role at the agency. He also highlighted the differential elements of Cloudfactory and gave examples of some of the campaigns that best represent the agency’s values and strengths.

To kick things off, in your opinion what’s the best thing about Amsterdam?

That you can reach out and touch it all! It’s got all the joys of city life without being overwhelming.

What “Non touristy” places would you recommend visiting?

Drinks at In ‘t Aepjen.

Can you share with us a bit about your background and what led you to pursue a career in the creative industry?

Born in India, raised by the world! I stumbled into the world of advertising in the ‘maximum city’ that is Mumbai, which pretty much rendered me crushproof and eager enough to lead international network agency assignments in London, Jakarta, Warsaw and Amsterdam over the next two decades. And even after all these years, I’m almost-childlike excited at the birth of an idea! And, considering how small the world has become, I particularly relish ideas and human/cultural insights that travel beyond borders.

How do you typically structure your workday?

Hybrid. Not more than 3 fixed meetings/appointments per day. And then prioritizing jobs to be done in between these fixed slots.

What do you want Cloudfactory to be associated with?

First and foremost, a standout legacy of the work, the work, the work! And in all humility, we would like to be perceived as an influence in shaping and resetting the industry we all wished we work for.

You’ve been able to shape so many brands in your career, but what mistake have you seen from companies trying to stay relevant?

Don’t just tell your story, DO it. Walk the talk, practice what you preach before you preach.
Especially in these turbulent times, clients are thinking creativity is risky. And we ourselves in the agency world are guilty of contributing to this self-fulfilling ‘myth’, by often (perhaps unconsciously) labeling Creativity as “risky” and calling clients who embrace the most creative idea as “bold”! When creativity should simply be recognised for what it is: a powerful weapon for business, not a risk.

Looking back at Cloudfactory’s recent portfolio of work, which campaign do you feel best represents the agency’s values and strengths?

One Mission for Booking.com and Truly Destroyed for The Salvation Army. Both excellent examples of Creative Activism and the power of being small, fast and independent.

How do you balance the need for innovation and experimentation with the practical requirements of meeting client expectations and delivering successful projects?

There is so much new to stay on top of. New channels, new capabilities, new technologies, it’s a constant and relentless onslaught of things to understand. Agencies will have to disrupt themselves aggressively every few years. A creative business built for flow, greater collaboration, greater transparency, greater efficiency. Clients come to an agency for a reason. To give them what they can’t do themselves. It’s foolish to shape ourselves to mirror them; it’s also a sure-fire way of losing respect in the relationship.

Cloudfactory talks about “Creative Activism” on its website. Can you tell us a little more about this?

We live in ‘the age of mistrust’. Think about it, not as a marketing professional but as a citizen and consumer. While we are more informed than ever, our trust has reached all-time lows.
We don’t trust our leaders. Trust in government, any government anywhere in the world, has declined dramatically in the last 50 years.
We don’t trust the media. Surveys show 2/3rds of people globally say that they believe that journalists and reporters purposely try to mislead people by saying things they know are false or grossly exaggerated.
And we don’t trust brands. Again, research states people wouldn’t care if 75% of brands disappeared today.
Which is why brands need to be relevant, have a true reason for existing, stand for something… they need to have a purpose (doesn’t have to be saving the planet!). But, while purpose is essential, it’s just not enough… people need brands to lead by example. Brands need to activate their mission. By participating in culture, getting involved in societal topics, engaging with their audiences, adding value to people’s lives. Like an activist, brands should aim for change. We call this Creative Activism.

How would you describe the creative industry in Amsterdam?

World-class, but the agency landscape is stretched, overcrowded, over-fragmented.

Do you think someone can get into the field without educational experience in a school environment?

Sure, though depending on the role you seek, some level of professional/classroom training will always give you a headstart.

If you could change or improve anything about the industry, what would it be?

Creativity is being sacrificed, to forced short-termism, media fragmentation, ad unit fragmentation, nano-second attention spans, fickle client-agency relationships, pressured marketing budgets and more-for-less expectations. As someone said recently, ‘creativity is in crisis and everyone’s looking the other way’. Think about it, people are willing to pay for all kinds of services (ad blockers, Spotify, Netflix) to avoid ads. On the other hand, each year, millions of Americans spend the morning after the Super Bowl debating what they felt were the best ads that aired during the Big Game. Shouldn’t every ad break on any day aim for such a response?

When taking a break, where do you feel most at peace?

Away from the cities.

What’s your preferred way of dealing with distractions while working?

Music, always on. Walks in the Vondelpark. Lunchtime concerts at the Concertgebouw.

Please share something you’ve always wanted to try but haven’t yet.

Stand-up paddleboarding down the canals of Amsterdam.

Thanks Sandeep!

Learn more about: Cloudfactory

Follow Sandeep Chawla on social media:  LinkedIn

Brand designBrand StrategiesCreative ActivismCreativityStorytelling