Even before COVID-19 hit the world, the gig economy was blossoming within adland, but now, the freelance world could have an even bigger surge due to the pandemic.
In recent weeks, holding companies, independent agencies of all sizes and brands have all gone through layoffs, furloughs and other cost-cutting measures.
Campaign US asked industry experts how they think the gig economy and freelance work will evolve in the aftermath of coronavirus.
Oscar Ortega, VP, Talent, UM Studios
Physical limitations are preventing brands from producing ads through traditional methods, which opens an opportunity to influencers within the gig economy.
In the short term, while under lockdown and due to production challenges, there will be an increased emphasis by the advertising industry to work with influencers who have direct access to audiences that brands want to reach. Agencies can work with brands to pivot their marketing strategies to a direct-to-consumer media model, creating content with influencers for social media distribution as a way to stay connected with consumers in a relevant way.
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