Freelancing & The Gig Economy Will No Longer Be Dirty Words: How Coronavirus Will Change The Industry

Woman hand working on laptop in the office.On the table are mobile phones.Web banner.
B&T Magazine
By B&T Magazine
SHARE
THIS



In this guest post, communications consultant Heather Mollins speaks with Tash Menon from MASH, Andrea Clarke ex news reporter, author and founder of CareerCEO, and Jeff Sanders founder of Fifty Not Out agency about how COVID-19 will irrevocably change the industry…

COVID-19 is testing individuals and businesses on their ability to think on their feet and adapt to increased social distancing rules. Those who can adapt and change quickly, will not only survive the next six months but will thrive according to Tash Menon, Founder and Director of MASH – a company that handpicks heavily vetted freelance creative experts based on individual client briefs.

According to The World Economic Forum, 12 percent of the Australian workforce is made up of creative freelancers. This number jumps to 35 percent in the US and 16 percent in Europe. Just last year, Forbes reported a reduced demand for a generalist mindset saying “many organisations are seeking specialist creative team members, making the full-service style of agency feel not only outdated but redundant”.

Menon thinks businesses need to adapt with coronavirus and embrace today’s new playing field. She predicts organisations will open their eyes to a new way of working by utilising the gig economy and engaging freelance problem solvers for specific briefs as opposed to heavy head counts. Unlike a collective of freelancers, Menon and her team curate experts (known as ‘Mashers’) that include brand strategists, B2B communications experts, digital experts, creative directors, social media managers and videographers who work remotely from around Australia and across the globe.

“COVID-19 will reframe our industry. Freelancing and the gig economy will no longer be dirty words as businesses ditch large, traditional agencies in favour of hand-picked, highly curated teams of individuals. Full transparency and agility with budgets will be non-negotiable leading some agencies to sink rather than swim,” she added.

Andrea Clarke, former news reporter, author and founder of CareerCEO says COVID-19 will accelerate new ways of working by around 10 years. She believes that once a sense of psychological safety returns, Australian’s attitudes will quickly bounce back. With eyes open to new ways of working, Clarke believes employees will have the confidence to demand looser and less structured workplaces.

“COVID-19 is an extraordinary case study of how adaptable Australians can be. Businesses have been spending huge amounts of money and time on ‘transformation’ projects. Now, they are being forced to transform at superspeed and with this will come a different mindset on how we do business.

“Social distancing is an opportunity for many of us to reach our full adaptive potential. We need to hone our ability to be alert and engage with the new world around us, activate optimism for change and release anything that might be holding us back. For some people right now, that could mean letting go of ego or being humble enough to cut our losses,” said Clarke.

Jeff Sanders, owner of Fifty Not Out, a collective of positive ageing advocates and marketing realists says COVID-19 will separate the industry’s talent exposing workers who need to be “told what to do” and those who are self-starters. Whilst Sanders predicts clients will move to more flexible business models, he says there will be no replacement for human contact.

“In creative agencies, younger people are often hooked on the culture of what an office represents – from the free bar, ping pong tables and time spent getting coffee with their work mates. We won’t ever be able to replace the value of human contact for internal culture or client service. The best way to build trust [with clients] is to deliver big business building ideas, persuasively, and in person – something that is making new client relationships a challenge whilst we’re keeping our distance,” said Sanders.

 

 

 

Please login with linkedin to comment

coronavirus gig economy

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

Recommended

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

Recommended

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]