Why Freelancers Are Becoming a Bigger Part of Marketing Teams

[bonk]

The freelance economy in creative and marketing industries is rapidly evolving. According to workforce platform Assemble, freelancers and contractors now make up 30%–70% of marketing teams, compared to roughly 10% before 2022.

Major brands such as Delta Air Lines, MassMutual, and Colgate-Palmolive are increasingly building teams of external specialists for longer-term projects spanning multiple quarters.

This signals a structural shift in how creative teams operate. Instead of hiring freelancers just to fill short-term gaps, companies are integrating independent specialists into core workflows.

The line between freelancer and full-time staff is becoming increasingly blurred, reshaping how modern marketing teams scale talent.

[kevin1]

30%–70% of marketing teams are contractors now… seems legit, pass the stress and no health insurance