The Right Agency Staffing Mix in Times of Uncertainty

Answering burning talent questions

Greetings Indie Peeps!

We know there’s a lot — and we do mean a lot – going on these days in the industry, and specifically in the agency space when it comes to work (how we work, who we work with in terms of clients and talent, SOW, etc.). And we know there are plenty of burning questions all around.

So, IAN brought together a special roundtable with industry dynamos No Single Individual CEO, Christine Olivas, Slapglobal President, Lyndsey Corona, Atlantic New York Partner, Suzanne Barbosa, and Pulp+Wire Founder, Taja Dockendorf, for a discussion exploring the evolving landscape of agency staffing and talent management in uncertain times. The conversation (which you can watch on video, below) revolved around how agencies have adjusted their staffing models, the impact of the pandemic, and the growing importance of freelance and flexible talent.

Of course, we love it when you tune in live to join the conversation, but we know you’re busy, so we’ve broken down the key insights.

Shifting Talent Dynamics in the Advertising Industry

One recurring theme across the conversation was the dramatic shift in how agencies manage their talent. The rise of technology and brands’ demands have increased the pressure on talent to be more versatile. As our fearless leader, Doug Zanger, noted, “Back in the day, you’d start as a copywriter, and you would do one thing. Now, as a copywriter, you expect to do 20 things.”

Corona pointed out the post-pandemic environment, observing that agencies of all sizes have been reevaluating their staffing strategies. “What I’m seeing is an urgent need to do things differently,” she explained. “Both indie shops and large agencies are rethinking how they need to staff in order to compete.” This shift has also influenced clients, who increasingly turn to indie agencies for a more personalized experience with senior leadership.

The panel agreed that the need for more adaptable and multi-disciplinary talent has never been greater, with Barbosa adding, “Talent is out there, but it’s more diverse and flexible now. We’re seeing people moving more toward freelance or ‘perma-freelance’ models, and that has opened up opportunities for talent that weren’t there before.”

The Role of Freelancers and Hybrid Staffing Models

The lion’s share of the discussion focused on integrating freelance talent within agencies. With agencies increasingly adopting hybrid models that mix full-time staff with freelance or contract workers, the panelists highlighted the benefits of leveraging freelancers to build more dynamic and flexible teams, especially when dealing with fluctuating workloads or specialized projects.

Barbosa explained her agency’s approach: “We have our core agency team, and then we have a ring of perma-freelancers and a further ring of specialized freelancers we bring in for specific projects.” This curated approach allows agencies to adapt quickly to client needs while maintaining the right mix of talent.

One critical point was ensuring that freelancers feel like part of the team. Dockendorf dug into her 20 years of experience as an agency founder to emphasize the importance of integrating freelancers into the agency culture: “You don’t want freelancers to feel like they’re just dropped in for the fun work while your internal team is left to pick up the pieces.” Maintaining a balance between full-time employees and freelancers ensures that the workload is distributed fairly and that all team members remain engaged.

Psychology and Culture in Talent Management

Another crucial area of focus was the psychological aspect of managing talent—both freelance and full-time. Several panelists discussed the importance of understanding the needs and motivations of talent. Dockendorf stressed that agency culture is vital in preventing burnout and fostering creativity: “It’s important to consider the emotional and psychological well-being of your team when building a staffing model. You don’t want your full-time team to feel overshadowed by freelancers.”

Communication was highlighted as the key to balancing full-time staff and freelancers. As Olivas pointed out, agencies must treat freelancers with the same level of respect and transparency as their full-time staff. “Agencies talk a lot about not getting ghosted by their clients, but don’t do the same to your freelancers. We’re all waiting to hear back.”

Navigating Future Challenges: The Road Ahead for Independent Agencies

Everyone agreed that while the current landscape is challenging, it also presents opportunities. The shift toward flexible, freelance-heavy models gives agencies the agility to survive in uncertain times. At the same time, many agencies are discovering that a streamlined, nimble team can often outperform a larger one.

Corona noted that her agency has found success by hiring senior talent and remaining flexible in staffing. “We intentionally hire extremely senior, talented people, and then as needed, we fill out support systems when we can’t handle it all. It allows us to move quickly and handle a wide range of challenges.”

Looking ahead, agencies must continue refining their staffing approach, particularly as economic and industry dynamics remain uncertain. Building the right mix of full-time staff and freelance talent for independent agencies will be crucial to staying competitive and resilient.

Final Takeaways: Building a Balanced Staffing Model

Ultimately, the panelists agreed that there is no one-size-fits-all solution for agency staffing. However, they shared a few key takeaways for agencies navigating these uncertain times:

Be open to non-traditional talent paths. Don’t get caught up in a candidate’s resume—look for character and adaptability.
Create an inclusive culture. To maintain morale and engagement, ensure that freelancers feel as much a part of the team as full-time staff.
Communicate transparently. Both full-time staff and freelancers should feel valued and included in project workflows and agency culture.

As Olivas succinctly put it, “Do great work, have great people, and the rest will fall into place.”