Avoiding freefalling - getting the best out of the agency/freelancer relationship

5 steps to deliver your shared goals

As a content producer/director, my work with agencies varies from a parachuting in for a single day, through to settling in with them full-time over months. Although we have different direct clients, we both share an aim to provide an invaluable service and deliver great work.

As a freelancer, my part in this is to keep things as simple and straight forward as possible for the agency, without adding the HR admin or career management that comes with employing a permanent role. Think of it as grandparenting in the workplace: agencies get to enjoy and benefit from all the best bits and then just give them back at the end of the day!

Being, and working with, freelancers isn’t complicated, but for both freelancer (F) and agency (A) I’ve some simple suggestions to get the best from each other.

1. Quick Integration

F: Starting a new freelance gig requires finesse as you parachute in. You’re there to support, not disrupt, so yes, show confidence, but stay approachable. There’s a subtle line though because over-showcasing your skills or excessive friendliness could just create tension – or to put it another way, annoy the hell out of everyone! Not the best way to integrate into an established team!

A: For the agency, don’t try turn your freelancer into an employee. A realistic and structured introduction is key. Don’t get bogged down in the agency ins-and-outs. Just focus on those specific areas you need them to quickly get their heads around, to crack on, work independently and get the job done. Here’s three fundamentals:

1. WHAT - Intro/greet the Team (structure and roles) to quickly understand their part in the workflow

2. WHO – assign and clarify the go-to contacts for specific questions to avoid any lengthy handovers of information or processes explanations

3. HOW – Explain and supply a cheat-sheet for your tech setup – how do you share/store files, what passwords are needed, how do you communicate internally/with clients

2. Get Up to Speed...Quickly

F: As a freelancer, you’re often paid a day rate, so maximizing your impact right away is crucial. Show up ready to dive in, volunteer for tasks and contribute meaningfully. Listen, learn and embrace those people around you that represent ‘the agency way’

A: Agencies? Don’t hesitate in briefing and handingover. It’s tempting to give a full grounding in the business and your clients so you feel confident to let go. But don’t worry, a good freelancer (usually one that’s come from recommendation) will pick things up quickly and will know what to ask and when - just go into it with trust. If you have an onboarding handbook, thats certainly a bonus and has an advantage of minimising the time your team need to handhold, but better to pay a freelancer to learn by doing, rather than by reading.

3. Offering Solutions

F: My freelancer compadres, you have the advantage of fresh and diverse perspectives, so offer ideas where they add value. Respect the team’s established methods and roles, but don't hold back in proposing appropriate alternatives – you’re not disrupting when you collaborate meaningfully.

A: Agencies too can embrace and benefit from this external point of view. Encourage these interactions by asking your freelancer, "How would your other clients approach this?”, or “Have you had aa brief like this beofore? What was your response to that?”. Tap into their broader experience of other business models, industries and creative styles and solution.

4. Seek Feedback

F: Each project is a learning opportunity. At the end of each engagement, deliverable or contract, reflect on the value added and gained on both sides. Think how you can build on your role as a freelancer within that business to become an invaluable asset that they can call on. Also consider how to keep in touch and continue to build on this newly created, trusted relationship.

A: Agencies, asking, "What do we do differently from your other clients?” can offer real insights into your strengths and also your areas for development or improvement too. Other agencies might have created best practises or successes in their business model or structure that you can build on. Alternatively, this feedback can reinforce and celebrate your own unique brand style and ways of working.

5. Handling Invoicing, Rates, and Value

F: Being a freelancer means continuing to run your own business in the background. Ensure your rates reflect your value and that you communicate clearly on payment terms. Don’t just take the job based on a being offered a much-reduced rate if it doesn’t seem appropriate or fair. It needs to be a partnership in business.

A: Agencies, be transparent about payment expectations. Different agencies handle third-party costs differently—some absorb them, others budget and pass them on to clients, so don’t presume that freelancers have a standard way of working. Clarity right from the start on rate, overtime, mileage, invoice/payment terms, notice periods and insurances, will help build a solid, open working relationship right from the start.

1000, 2000, 3000, check canopy!

The more agencies work with the same freelancer (or freelancer with agency), the stronger the relationship becomes and the greater the benefits to utilising a non-permanant member of staff in key supporting roles within a business. Trust is invaluable and you have it, reliable freelance support becomes a vital asset for delivering quality work, on time, and on budget - not simply helping out when times are busy, but also strategically to pitch, win and deliver new opportunities for the business.

So no need to hurtle towards the ground alone! Pull the freelance rip cord and grow your business in a risk-free way. And it really can be a joyful experience, like playing in the park with the grandkids – and remember, you can always give them back!

Whether a freelancer or agency, what do you prioirtise when working together? What do you most value....or would put you off for good?! Let me know.