This is a decade of activism. Agencies fight for change as voices for their clients all the time – change for women, change for the planet, change for minority groups. But no agency has been actively fighting for creativity until now.
Each of us brings years of experience in some of the biggest ad agencies in the world but now serve it with the personal approach of a lean boutique agency with its own brand of activism. Activism for something that’s the core offering of our business, and in need of saving, now more than ever: Creativity!
Creativity is, and will always be, the key differentiator in our industry to add value to brands and businesses. And it’s 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. 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.
It’s also why we urge new clients to challenge us with small try-outs, instead of big mutual commitments and long-drawn-out pitches. At the end of the day, we want to be the agency brands want to work with, and creatives want to work for, because of its respect for creativity.
In the words of one of our clients, Gianluca di Tondo, Senior Global Brand Director, Heineken: “If you’re looking for a traditional advertising agency, Cloudfactory is not for you. Cloudfactory is way more than this. It would be a creative consultancy if only this definition would not be so absolutely boring! Cloudfactory helps you as a company to release your creativity and to express it at its best. You don’t have creativity to release? Well, keep on looking for a traditional advertising agency!”
There is so much new to stay on top of in the digital domain. New communication channels, new capabilities, it’s a constant and relentless onslaught of things to understand. One that we’re particularly excited about, and invested in, at the moment is a new global SaaS platform that transforms linear campaign content into multimedia hyper assets, allowing viewers to take action while being served content, creating the opportunity to convert attention into commerce right then and there. Watch this space…😉
We asked Sandeep what is going to change in his field looking to the future. 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.
How Sandeep sees the future of Cloudfactory: ‘’First and foremost, an even more glorious 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.’’
Curious about Cloudfactory? Then take a look at their website!