At The Scale Factory, it’s our team that brings our ideas to life. They’re the reason we can help our clients thrive in Asia and Southeast Asia. Today, we’re kicking off our Meet the Team series by introducing Charlotte, our Creative Lead, whose passion and creativity drive some of our most exciting work.
From Private Education to Creative Leadership
Charlotte didn’t start out in advertising—her career began in the private education sector, where she spent eight years bringing creative solutions to life. But when the opportunity to join Cavai and introduce conversational advertising to Singapore and APAC came along, she jumped at the chance.
“It was so refreshing to explore something new,” Charlotte says. “I still remember how exciting it was to see clients light up when they realized what conversational advertising could do.”
Since joining The Scale Factory, her role has shifted from being a champion of conversational ads to something much broader: creating ads that people genuinely like. “It’s been so freeing,” she says. “I love having the space to think bigger and come up with ideas that really connect with people.”
A Creative Process That’s Uniquely Charlotte
When it comes to brainstorming, Charlotte has her own quirky system. “I send myself WhatsApp messages whenever an idea pops into my head. My chat history with myself is just a long, one-sided conversation,” she laughs. “I keep replying to my own messages, polishing ideas until something feels right.”
This method works especially well with clients in Southeast Asia, where having plenty of options is a cultural norm. “People here love seeing lots of ideas before deciding. Even if some of them aren’t great, it shows we’ve explored every angle—and that there’s always a backup plan,” she explains.
A Campaign Close to Her Heart
Ask Charlotte about her favorite project, and she’ll tell you about the national kidney awareness campaign with Baxter. It wasn’t just the scale of the campaign—ads popping up at bus stops across Singapore—that made it special, it was the collaboration. “We brought in help from our Oslo team, which doesn’t happen often. It was so fun working together,” she says. “I even spent time hunting down our ads at bus stops, just to see them in real life. That was such a proud moment!”
Finding Inspiration Everywhere
Creativity often thrives in unexpected places, and that’s exactly where Charlotte draws her best ideas. She actively avoids echo chambers, surrounding herself with people who challenge her thinking. “I love having people around me who don’t agree with me. Some of the best ideas come from a healthy debate,” she explains.
It’s not just about tapping into traditional “creative” circles either. “You’d be surprised how much inspiration you can get from accountants or engineers,” she says with a grin. “Sometimes the most unexpected perspectives are the most useful.”
And then there’s her love for ads—yes, even the bad ones. “I’m the person who shows up early to the cinema just to watch the ads,” she admits. “Even if they’re terrible, you can always learn what not to do.”
Advice for Aspiring Creatives
Starting out in the creative field isn’t easy, but it’s worth it. “You need thick skin,” Charlotte says. “Take your work seriously, but don’t take yourself too seriously. Ego gets in the way of growth, so embrace feedback—it’s how you get better.” She also reminds us to enjoy the ride. “The fun is in creating. Even if the final result isn’t perfect, the process is where the magic happens.”
And her final tip? “Don’t be afraid to pitch your wildest ideas. Stay curious, keep learning, and, most importantly, have fun with it!”
More Than Just a Creative
Beyond being the mastermind behind some of our most inventive campaigns, Charlotte is also a natural collaborator and problem-solver. She’s someone who brings humor, energy, and a fresh perspective to every project.
Her passion doesn’t just inspire her own work—it lifts up everyone around her. We’re so lucky to have her on the team, and we can’t wait to introduce more of the amazing people who make The Scale Factory what it is. Stay tuned for more stories!
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