The CreativesAtWork story: Interview with Jayce Tham
Our Chief Businesswoman shares the story of how CreativesAtWork went from humble beginnings to becoming a successful, full-scale media agency in just 10 years.
It has been 10 years since Jayce Tham co-founded CreativesAtWork (CAW) with her sister, Fanny Tham, a former freelance producer. Starting from humble beginnings as a media agency, the pair have transformed their venture into a full-scale agency that links talented creative freelancers with established clients in the industry.
CAW has been reshaping narratives around freelancers for a decade to showcase how they’re integral to a thriving business environment. Today, we sit down with Jayce to get some insights from the Chief Businesswoman of CreativesAtWork:
1. What are some of your proudest moments since starting CAW 10 years ago?
When Fanny and I started our media agency, we were so focused on getting clients that we hardly negotiated prices (even though we should have). Back then, people were still sceptical of freelancers. Some even asked us point blank if freelancers were people who are not good enough to secure stable jobs. But once clients realised that we could deliver quality videos, we started getting enquiries for other types of work. They would come back saying, “we really like the videos that you produced, do you offer design and copywriting services as well?” That’s how we gradually expanded our scope.
My proudest moment happened when we were able to provide our freelancers with opportunities to work on their passion projects while being paid for it. You see, many creatives dream of doing things like producing a film or writing a novel, but nobody is going to pay them to do these passion projects, especially if they’re not “tried and tested”. It really pained us to see such creativity go to waste.
That’s why we came up with STOREYS to pool funds and sponsorships from our clients. The plan was to let freelance creative talents come up with short films that could also create a strong social impact. We eventually shortlisted the best 15 to feature in a nationwide campaign. To date, STOREYS has received more than 10 best short film awards globally, and we couldn’t be more proud.
2. Why do you think some companies still prefer to hire full-service agencies even though side hustles and freelancing have become more mainstream?
Things are indeed better these days, especially since government bodies like IMDA, MOM and NTUC are recognising and supporting freelancers with their programmes. So I would say that companies today acknowledge freelancers as an alternative talent pool option.
For the ones that remain hesitant, we noticed that many of them had poor past experiences. It isn’t really anyone’s fault per se, but rather lack of mutual understanding and communication between clients and freelancers. Sometimes, differences in expectations occur when freelancers are not supplied with a thorough enough brief. And even when everyone is on the same page, disagreements can still happen because creativity is subjective.
That’s where CAW steps in. We understand the perspectives of the clients and freelancers. Once the management aspect is handled well, freelancers truly shine. Many of our clients can attest to this, and they write back thanking us for linking them with talented individuals who have helped them achieve their objectives and KPIs.
3. What does CAW look forward to achieving within the next decade?
The past 10 years have really been focused on the clients. For the next 10 years, we want to redirect our attention towards freelancers. In fact, we’ve been working hard to produce resources that freelancers need and assure them that they are not alone. In 2016, we started our Freelance Exchange Podcast, followed by our annual Freelancing Bootcamp from 2019. We also published our first ever book on The Business of Freelancing in 2020.
But beyond that, we want freelancers to transform and grow their businesses, and even start their own agency. This will put them at the top of the food chain. We have a lot more anchor projects in the pipeline to keep us busy, and our freelancers can look forward to growing with us through mentorship programmes, partnerships, and even NFTs.
4. Speaking of businesses, what has motivated you to keep going for the past 10 years?
Indeed, 10 years have just flown by! Honestly, it’s hard to say what motivates me. Between managing my son’s schedule and juggling client meetings, there’s just so much to do every day, and I’m always looking forward to the next thing. That said, receiving positive feedback from clients and watching freelancers learn to support themselves and receive opportunities they deserve is what kept us going.
What keeps me awake at night, however, is knowing that talented freelancers are forced to abandon their craft because they can no longer rely on it to support themselves. Of course, it’s a different story altogether if they decide to pivot into a more conventional field out of their own volition. But in my experience, many freelancers, especially during Covid, approached us to say that they simply did not have enough clients to pay the bills. I’m motivated to work harder to prevent that from happening.
5. Would you say that the Metaverse and Web 3.0 threatens freelancers or offers them greater opportunity?
It will definitely be favourable for freelancers. I would even say that now would be the best time to embrace new opportunities. The Metaverse and Web 3.0 will let creatives monetise their craft without having to jump through hoops or go through middlemen.
In the past, musicians had to hire producers or sign with labels to publish their music. Social media shifted the paradigm a bit by letting talented musicians upload their work online for virtually no cost. That’s when the script started to flip. Labels were the ones coming after talented musicians instead.
With Web 3.0, musicians won’t even have to upload their music onto particular platforms. They can be the ones selling directly to their audience via NFTs. They can even choose who they wish to sell to, and what people can do with their music. It’s a very exciting time that will give creatives much more ownership over what they own creation. So don’t run away from technology. Embrace it.
6. Any final words for freelancers who are struggling or just starting out?
The most important thing that freelancers should possess is self-awareness. As Spiderman says, with great power comes great responsibility. Freelancing comes with a lot of flexibility, but that also means that the road ahead is a lot less straightforward compared to conventional, full time employment paths.
A lot of freelancers do not understand the value they bring in the beginning, nor do they have structured methods for sourcing clients or arranging workflows. That’s understandable, because our education system shapes our youth for corporate jobs. But to be a successful freelancer, one must be confident enough to charge ahead and forge their own path. Take charge of your own career growth.
Be part of the transforming work movement
Stoked to join the CAW family as we tackle the transforming digital freelance climate over the next decade? Submit your resume to us and we’ll link you up with clients to help you get started. In the meantime, why not listen to our latest podcast on how freelancers can leverage NFTs? You can also join our Facebook and Discord communities to mingle with other freelancers! At CAW, the world is your oyster.
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