Over the last year, we’ve witnessed a new phenomenon being coined the rise of the freelancers. Sparked by COVID and a sense of reprioritising what matters most, millions around the world have chosen to become freelancers – a shift that is expected to grow exponentially.
In this blog, we look at some of the key lessons agencies can take from the freelance revolution – and whether a growing legion of creative freelancers will make traditional brand agencies obsolete.
For businesses, the attraction of freelance creatives over agencies is often based on two things – cost efficiencies and faster turnarounds. The biggest creative challenge facing agencies today isn’t found in their latest brief – but in the way they’re able to streamline their approach and internal structure to be much more responsive and proactive - while delivering greater overall value than their freelance counterparts.
An increase in working from home has seen freelancers relocating from the main centres in their droves. This means the depth of creative talent throughout the country is growing –especially in coastal areas like the Bay of Plenty. It’s now easier than ever for agencies to tap into this talent pool and enhance their capability to deliver world-class work from anywhere.
Whether it’s a parent navigating school drop-offs or a surfer trying to catch the big swell, one of the reasons so many people are switching to freelance work is the freedom and flexibility it offers to work around their lifestyle and commitments.
Brand agencies have been talking ‘flexibility’ for years, but now clear action is needed in order to attract and retain the best people. All we know for sure is that working from the office between 8-5 every day is dead, and not just for freelancers.
The proliferation of talented freelancers in the market challenges the way traditional agencies work. But that’s a good thing. Successful agencies in this new era will likely be the ones who adopt a hybrid model – whatever that may look like. It could mean having smaller permanent teams and utilising freelance contractors more, or giving their existing teams the autonomy and flexibility freelancers crave.
Before we herald the ‘end of days’ for brand agencies, we need to remember some simple truths about branding. Just like it takes a village to raise a child, it takes a diverse team of skilled collaborators to build and grow a strong brand. As good as any freelancer may be, their tendency to work in silo loses the holistic view and strategic edge that only agencies can deliver. Short of assembling your own freelance brand team, agencies will always provide the best return on your brand investment.
Great brands constantly evolve and grow. Great brand agencies are no different.
Great brands constantly evolve and grow. Great brand agencies are no different.
