Agencies Can Tap into the Gig Economy This Holiday Season

As we head into December, at some point we will see the traditional agency and production company worlds start to wind down for the holidays. But what about those last minute projects that require edits, post or VFX, done at speed? 

Here’s where the gig economy can play a role. Freelance creative platforms don’t stop for the Christmas holidays, and increasingly agencies can tap into their expertise at a time when the production model is changing rapidly. 

The traditional agency model is outdated and amid reports of widespread job cuts and financial difficulties, it is time to accept that there are other alternatives that can be both better and more cost efficient.

It is not controversial to say that the gig economy has disrupted the labour market. While it had been gaining momentum long before the outbreak of covid-19, it was thrown into a sharper focus when people were forced to get creative to keep their businesses going after the world locked down.

People could be forgiven for associating the gig economy with services such as ride sharing and food deliveries, but in reality it encompasses all kinds of freelance work, including in the creative industries.

A rapid shift towards digital transformation and remote working has proven that a different and less traditional way of working is possible in advertising and marketing. For many workers it’s also preferable to the nine-to-five five days per week in the office grind. People have experienced the freedom and increased work-life balance of flexible working and many are reluctant to go back to the way things were before.

In addition, a generation of digital natives has entered the workforce and they expect to be able to do things differently. During the great resignation, we also saw more people taking the opportunity to turn their creative side hustles into full-time careers.

Freelance marketplaces such as Fiverr and Upwork are not new on the scene - Fiverr was founded in 2010 and Upwork has been around since 2013 - but they have been supercharged in recent years as more people embrace the gig economy. Following a boost in freelancer numbers, a steady stream of similar freelance platforms have been launched to meet the demand.

These platforms help to connect freelance creatives who are looking for work with agencies and brands that are looking for staff for upcoming projects. While revolutionising the way agencies can find the right talent for specific projects, they also serve as a way for businesses in the creative industries to cut costs in response to challenging economic conditions.

In fact, we’re seeing signs that agencies are increasingly turning to freelance marketplaces in order to avoid recruitment costs as they scramble to make more money.

The rising number of creatives going freelance has also led to new platforms catering to specific niches, including advertising and marketing, popping up. The crowded market means it can be challenging for agencies to know where to turn to find the right people.

The platforms that are specifically geared towards and specialised in the creative industries, could be a good place to start as an alternative to the larger marketplaces. At POD LDN, we focus on post-production. Our on demand model has all the benefits and infrastructure that agencies are used to when it comes to working with post houses but operates on a competitive day rate like a freelancer.

An example for agencies looking for creative talent is Moonshoot.inc, an invite only community for creatives, independent agencies and brands. While Moonshoot has not yet launched, it boldly states that it aims to ‘revolutionise the business of creativity’.

Another platform specifically centred around creatives is Twine, while Mayple focuses on digital marketing.

There are of course also the larger and more well-known freelance marketplaces, including Fiverr and Upwork, which allow companies to procure one-off services such as logo design and PR. As large, global businesses they connect freelancers and businesses across a range of sectors, including graphics and design, digital marketing and creative. Similar services include PeoplePerHour and Toptal, and there are countless others.

As agencies continue to face financial hardship and the agency model continues to change, these platforms are likely to become even more important, not just during the holidays, but  in the future.