B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • AFL
  • B&T Women in Media
  • NRL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • ARN
  • AI
  • Spotlight on Sponsors
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Freelancing & The Gig Economy Will No Longer Be Dirty Words: How Coronavirus Will Change The Industry
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Opinion > Freelancing & The Gig Economy Will No Longer Be Dirty Words: How Coronavirus Will Change The Industry
Opinion

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

Staff Writers
Published on: 27th March 2020 at 8:18 AM
Staff Writers
Share
5 Min Read
Woman hand working on laptop in the office.On the table are mobile phones.Web banner.
SHARE

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.

 

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: coronavirus
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Everything You Need To Know About B&T’s Agency Scorecards!
08/07/2025
Agency Scorecard: Atomic 212°
08/07/2025
Agency Scorecard: Leo
08/07/2025
Daniel McConochie.
Alliance Outdoor Promotes Daniel McConochie To Chief Revenue Officer
08/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?