“We have a great sense of style and knowledge of the market”

Amsterdam, August 4th, 2022

Based in Amsterdam, Colourcake is a digital agency created 10 years ago that uses rapidly changing environments as inspiration and motivation to create and communicate brands. It’s fast-growing team provide expertise in areas of branding, content and print, working for clients big, small and every size-in between.

Sjoerd Bongertman is the Creative Director at Colourcake Agency. In an interview with TIA, he described his transition from working at another agency for five years and highlighted the things that make Colourcake stand out. He gave examples of recent projects he was involved in and explained some of the best approaches on how to lead people.

To kick things off, in your opinion which are the “Not to Miss” spots when visiting Amsterdam?

Of course, the rooftop of Soho House Amsterdam. But before you go to Soho, stop by the Athenaeum bookshop. Here you will find the most beautiful magazines that you cannot get anywhere else. You will then have something to browse when you are lying on the roof.

How did you find yourself being Colourcake’s Creative Director?

After five years of working at creative agency Gardeners, it was time for a new challenge. Colourcake came at the right time. I was approached for this role and it felt like the logical next step. Managing a team of 11 creatives and setting the direction for the agency, something I could use my experience from the different agencies I worked for. A beautiful adventure!

What makes Colourcake stand out?

Colourcake is a typical agency that has been doing very well for 10 years. They focus on clients who are in the playing field of fashion, lifestyle and hospitality. It is not a standard advertising or production agency. It is a company that originally started out producing assets and has now grown into an agency that focuses on branding, content and print. And they do all this with a great sense of style and knowledge of the market.

Does the agency have its eyes on any particular new market?

No, we continue to focus on the fashion, lifestyle and hospitality market. In fact, we are becoming stricter and daring to say no more often if clients do not match our profile.

Tell us about a recent project you’ve worked on that you’re proud of. What particularly brought out the best in you?

In recent months, the team has been working on the rebranding of the lifestyle label of the Mizuno brand. A project that was taken up with so much love and passion by our strategist, copywriter and designers. You can really see this in the work. When the team is in flow like this, I can only be very proud.

How do you work with and lead people who are not like you?

This remains a difficult one. But people who are not like you bring the most insights. It remains important that you put yourself in the other person’s shoes, and study their motives and the way they communicate. And respect is key.

Do you have a particular methodology to help others achieve their goals?

Here in our office we work with a pdp plan. A Personal Development Plan. In it, everyone sets goals at the beginning of the year. We discuss these goals and I as manager see how I can support them to achieve these goals. Halfway through the year, we have a check-in to see how the progress is going. I am also very much in favor of continuing to feed people with inspiration and knowledge. I hand them books, ask the team to go to exhibitions, watch documentaries and follow workshops. Standing still is going backwards.

How innovative do you think the last 12 months have been when it comes to social media campaigns?

Digitalisation is accelerating and new features are added every month if you look at the current platforms. The arrival of the Metaverse is an interesting one to keep an eye on. As far as campaigns on social media are concerned, I think it is important to develop campaigns that touch. Based on real emotion and not on data. This is where many agencies go wrong. Data does not tell you everything! So yes, there are many surprising innovative things happening but sometimes the simplest ideas that tap into feelings are still the best.

In your opinion, what makes for a remarkable piece of content?

Real content 😉

Which content marketing brand strategy has inspired you lately and why?

Personally, I am not very much on social media. But one brand that I think is doing well is Gucci. Everything is of such a high standard. The collabs, the imagery and their presence on the various platforms with tailored content. A nice mix of embracing what’s going on in societies and capitalizing on the technological changes that are going on.

What are some common misconceptions– from brands and communications professionals– when it comes to working with media?

That your created content also reaches the target group without a hefty media budget push. Those days are over.

How do you expect influencer marketing to evolve in 2022 and beyond?

Good question. I hope not 😉 No. Here again, authenticity is key. My personal preference is for macro and niche influencers, well-chosen for the brand and in line with the target group. It must be a match with their psychographics. Furthermore, legislation and regulations remain an interesting issue when you talk about the development of influencer marketing.

What research methodologies give you greater insight?

Focus groups. At Colourcake, we set these up very easily by creating group chats in Whats-app. A simple and easy way to test your work and ask them questions. Make sure you have a diverse group of people and create space for an honest response.

What makes Amsterdam an attractive place to do business, market-wise?

Amsterdam is a city where a lot happens, this combined with a no-nonsense mentality provides an interesting working environment. It is home to many multinationals, start-ups are springing up and there is an overload of creative agencies. So as a creative, why wouldn’t you love Amsterdam?

Can you name a fun-fact people would be surprised to learn about you?

That I have recently become fond of horse riding hahaha. Extraordinary animals and great fun to do something totally out of your comfort zone.

Thanks Sjoerd!

Learn more about Colourcake at https://www.colourcake.com/

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