Agencies and brands realize that full-time employees, and especially the creative ones, probably aren’t working just for them. Whether it’s for friends, non-profits or even to build an independent business of their own, most people in the industry do side gigs.
Creative people need to express themselves in different media, build their skill sets outside their core capabilities, and earn a little extra cash too. It’s also no secret that many agencies use a rotating bench of freelancers. Even the largest never have all the people and capabilities they need in-house.
After years in which agencies favored open offices that meant to facilitate collaboration, the pandemic taught everyone that they could work just fine from home. That’s led plenty of creatives to ditch the employee model in favor of one where they get to set the rules.
This has been both a blessing and a curse—freelancers frequently have the experience a job needs while clients have the right to creative continuity. If they’ve hired an agency for its portfolio, they should not get whatever set of teams it can throw together at a given moment. They paid for a certain level of quality, and they should get it.