The Pitch: Industry reaps the benefits when talented people go it alone

By SARAH WALTER*

Not so long ago, "freelancer" was a dirty word.

It was assumed that you had been fired or made redundant from one full-time job and were actively looking for the next one. Or that you couldn't hack it in the "real world" of advertising.

Nowadays, lurking in the shadowy periphery of creative departments is an increasing number of experienced, talented writers, art directors and strategists who have chosen to freelance. Not because they can't cut it - because they're very good at what they do. And smart agencies use this to their advantage.

It means smaller agencies can run lean and call in resources when needed. It reduces overheads, keeps things fresh and avoids redundancies in down times.

In bigger agencies, freelancers used to get the work that no self-respecting senior creative would touch. That still happens, I can assure you, but many larger agencies now have a proliferation of junior teams to do that work. So freelancers are more likely to be asked to create award-winning, business-winning work. Which in turn means the quality of freelance opportunities has improved.

It's even possible to win the occasional award these days or at least keep the cobwebs off your portfolio.

Just as they select the right film company or photographer for a job, creative directors can hand pick the right creative talent for a project. They can pull in "trouble shooters" - senior creatives who have the experience to work on pitches, major campaigns or just take a fresh look at a stale brief.

Most freelancers are even presentable and professional enough to front up to clients.

For freelancers, there are both pros and cons. On the down side, you say goodbye to your monthly pay cheque. You have a social club of one. You have to hustle and schmooze to get a job (and again to get paid on time).

Then there's the fear of not knowing when or if your next job will come in. Some weeks, the old saying "hungry to do good work" can start to ring a little true. And of course, Freelance Law ensures that as soon as you get busy on one job, everyone else will call you. But on the plus side, you have the freedom to choose the work you want to do.

You have freedom from agency politics. You have more time to do other things in life: write books, screenplays, the odd self-promotional article for The Pitch.

If you're a parent, it means you actually get to see your children regularly.

By its very nature, freelancing also makes you faster. And smarter. There's no room for complacency because you're constantly challenged to find work. And to do great work, so your clients return.

Best of all, you're your own boss. You can decide whether to finish your Herald article today or whether you're too "busy" taking your kids to the park.

* Sarah Walter is a full-time freelance writer for the advertising industry.

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
Email Simon Hendery.