Hope&Glory launches ‘Creative Coffee Fund’ as freelance market tightens

As agencies battle tighter budgets and an increasingly fluid talent landscape, freelancers have become both indispensable and, at times, overlooked. In response, Hope&Glory is taking a more human approach – recognising not just the value freelancers bring to creative output, but the conditions they work within. 

From championing specialist skills to launching a simple but thoughtful initiative (see more on that below), to foster connection and creativity, Associate Creative Director Tommy Curran Jones at Hope&Glory shares how the agency is rethinking its relationship with freelance talent.

Why is it a tough market at the moment for freelance work

Because everything's so changeable at the moment. Clients are taking longer to confirm budgets, then when they do they can be smaller than expected, so when agencies aren't operating from a place of certainty, they can't commit to bringing on freelancers. And if they do, it's likely at break-neck speed.

How does H&G use freelancers?

We have a list of trusted people that we've worked with over the years, and that list keeps evolving. There isn't a one size fits all approach as it depends on the needs at the time, but taking the time to get to know people is so important to getting the right freelancers in the building.

Many can use them as simple answers to problems, and there's an element of that, but it's a better relationship all round if you take the time to get to know people first. A simple coffee and chat before you dive into the task at hand allows it to be a far more symbiotic relationship that'll last.

What freelance skills are in demand at the moment?

It's the specialists mainly – whether that's digital, design, creatives or strategists. There's often a client project that requires someone to go deeper than many independent agencies have access to on tap.

If there's an idea that requires going that extra mile, with a skill that makes a good execution a great one, that's where we're always looking to invest – and have bought in lots of freelancers over the years for those reasons.

So, is a specialist skills set likely to be the most successful?

Speaking for Hope&Glory, generally yes. Any agency will occasionally have a need for a generalist to jump in and get stuff done, but it's mainly the specialists that add real value that you can't always get from a core team that are most in demand.

They've also got be adaptable and resilient. You've got to be able to fit into the specific culture of the agency you're working with, and that can vary quite a bit. You're also working on your own a lot which is part of the reason we've launched the Creative Coffee Fund.

Tell us about this coffee fund that H&G are launching for freelancers

We wanted to recognise the fact that the market is tougher at the moment and that working remotely, often on your own, can be a bit lonely and demoralising.

We've wanted to turn our local cafe, which we find a tremendous source for creativity, into a bit of a haven for freelancers. Somewhere designers, creatives and strategists can grab a coffee or two on us, do some work, and meet some likeminded people they can have a good moan to.

At Hope&Glory, we have always celebrated creativity. We’ve got no shortage of brilliant minds in-house, but we also love our incredible freelance community who flit in to share their wisdom. It’s only right we give something back.

So, we want to keep creative engines properly fuelled. The next round is on us.

The initiative

We’ve teamed up with our absolute all-time favourite spot, K.C Collective, to launch the Creative Coffee Fund. Whether you’re mid-ideation, knee-deep in a storyboard, or just need a change of scenery, your brew is covered.

How to get your fix:

• Drop us a DM on socials and we’ll give you a secret password to give to the barista.
• Grab your handy secret password from us.
• Rock up to K.C Collective (26 Caledonian Rd, London N1 9DT).

Give them the password, order your usual, give them a smile and get back to making magic. No catches, just proper coffee for brilliant brains.