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Landscape for freelancers in 2025

14th January 2025

What does 2025 hold for creative freelancers in the UK?

(this was BCI’s most-read article in 2024, so here’s the updated version for 2025, written by Liz Gadd and Helen Jane Campbell)

●      Day rate expectations for freelancers in 2025

●      How to win clients as a creative freelancer this year

●      The outlook for the year ahead and how to make it work for you

We have a brilliant freelancer network at Moxie & Mettle, with talented marketing, PR and digital candidates on our roster. But with the impact of an unstable economy, let’s be honest, 2024 was tough. The good news is we’re now seeing a rising demand for freelancers and consultants at the start of 2025, with day rates beginning to rise again.

Freelancer Lizzie Davey is a successful ecommerce writer and she also runs Copy Revival. We asked her if 2025 will be brighter and more lucrative for freelancers, compared to 2024?

She says: “I think brands have gone through a LOT in 2024 and are starting to really think about their priorities and what will make them stand out this year. They’ve dabbled with AI, maybe made some cuts, and have now realised they need to do something a bit different to get ahead. And that’s where creative freelancers come in. These brands understand the benefits of bringing in fresh blood from outside the business to come up with new ideas and offer something they haven’t been able to get in-house or via AI.”

Creative freelancers are tipped to be top earners in 2025

US-based freelancer site Upwork lists Media Buyer and Public Relations Manager as the highest-paying freelance jobs for 2025, with earnings of up to $100 p/h and this bodes well for UK-based freelancers in the creative industries too, whether your clients are here or overseas. So how can you make sure this is reflected in your own career?

If you’re a creative freelancer who’s been finding things tough and you want to make 2025 your year, Lizzie says it’s actually persistence that’s going to get you there:

“I always say the most successful people I know are persistent. There have been MANY times I could have given up, but perseverance got me through. I love the saying “the only way to succeed is to not give up”. But there are other qualities that are important too. You have to be flexible, open-minded, and open to experimenting with different services, skills, and strategies. Things change all the time and, as freelancers, we have to be on the pulse of what’s hot (or even ahead of the pulse).

“We technically always need to be one step ahead. So, I think freelancers who are thinking about their next move or keeping a close eye on the industries they work in are able to get ahead quicker than those who don’t. Then there’s the relationship element. The most successful freelancers I know build deep relationships with their clients and become more of a partner than a lackey for hire.”

Moxie & Mettle co-founder, Liz Gadd, agrees:

“It’s the proactive candidates who will get ahead in 2025. While AI can be a useful tool for research and saving time, there’s no substitute for real relationship building. If you want to secure the best freelance roles this year, there are some easy wins available to you, by taking the following steps:

●      Make sure your LinkedIn is fit for purpose

●      Make a list of 50 brands, people or organsations you’d like to work with

●      Send a LinkedIn connection request to all the decision-makers in the companies

●      Send personalised, tailored emails introducing yourself and your services to those organisations and follow up with them

Freelancers now make up a large percentage of the creative workforce in the UK:

According to Arts Council England: ‘Unlike other many other sectors, much of the creative industry workforce is made up of freelance individuals. 30% of the workforce across all creative and cultural sectors and around 70% of the theatre workforce are freelancers.’

This is echoed by Creative UK’s stats, emphasising what a significant role freelancers play in this part of the UK economy:

●      Self-employed workers make up 28% of the Cultural and Creative Industries workforce in the UK, compared to 14% of the wider UK workforce

●      The UK Creative Industries sector is growing at a rate that exceeds the national average by more than a factor of three…

●      …and creating jobs at three times the UK average, employing 1.8 million people across the UK

Source: Creative UK

Day rate expectations of creative freelancers in the UK, 2025

IPSE’s most recent Freelancer Confidence Index, based on a survey of more than 350 freelancers in the third quarter of 2024, showed a rise in freelancer day rates with the average rate standing at £576. This was not broken down by sector. Despite this day rate rise, they reported confidence to be down. However, the freelancers surveyed do anticipate their day rates rising in 2025, expecting an increase of 12.2% within twelve months. For freelancers in the creative industries this bodes well, although more than half of the freelancers surveyed also expected a rise in their business costs, meaning the day rate rise may not actually see them taking home more at the end of the day.

Data from agency Major Players, based on their annual survey, benchmarks what day rates creative freelancers can expect in agency roles. You can download the full report from them HERE. Their report discovered that the ‘demand for strategic and confident client services talent is strong’ and they go on to say that it’s the mid-level agency freelancers who are in most demand. This rings true whether you’re looking for permanent or freelance roles in 2025.

Major Players’ 2025 survey, ‘The Creative Industries Census’, includes the following findings when it comes to freelancer day rate expectations:

●      Account Executive: day rate of £180, salary range: £150-£200

●      Account Manager: day rate £250, range: £200-£300

●      Account Director: day rate £350, range: £350-£400

●      Strategy Director: day rate £500, range: £500-£1,000

Source: The Creative Industries Census 2025


What should creative freelancers in 2025 be aware of to succeed this year?

Expert Lizzie Davey says:

“I think things will pick up in 2025, but I think there will be a LOT of competition. To succeed in the current landscape and beyond, I think it’s going to be really important to forge deeper relationships with clients and bring something more to the table than your skill set. For me, this looks like being proactive with suggestions, building out personalised packages for clients, and expanding the ways in which I help brands (so, I’ll still be offering blog posts and execution, but I’m also working with a handful of brands in a consultative role).”

For finding new clients as a freelancer or your next permanent role, here’s some extra help:

If you’re a creative freelancer looking for new clients or an interim role, Moxie & Mettle’s expert co-founder Liz Gadd is here to help you with practical guidance. If you feel ready to take on new clients or take your freelancing to the next level, book a Power Hour with Liz as soon as you can, because there are only limited slots available.

Talented freelancer Janet Kipling did just that, and says:

“ Liz gave me a fantastic mini coaching session on my CV and LinkedIn which was an absolute game changer for me and I’m so grateful. My LinkedIn and CV are now focused and working well in tandem. But the main lightning bolt that landed with me was to put out there what I really love doing and want to do more of. It sounds so simple, and is so in line with me spiritually and from a coaching perspective, but sometimes it just takes someone else to spot it.

“I’m now focused on the stories/case study work which is where my heart lies and seems to be a growing niche for roles. The first thing I did was link up with every person from every charity I could find who had stories or case studies in their role. This has brought me some incredibly useful feedback, and many have followed me back. I feel much happier now about being in that realm which is work I truly love and feel very confident in. Thank you Liz!”

BOOK YOUR POWER HOUR HERE:

https://moxieandmettle.co.uk/power-hour-with-liz-gadd/

You’re welcome to subscribe to The Good, the Gadd and the Ugly, reflections on recruitment by Liz Gadd.  Information, updates, news and views on recruitment in the creative sector, based on three decades of experience – available over at Substack or LinkedIn

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About Moxie and Mettle

Moxie and Mettle offers clients and candidates expertise in placing marketing, PR, digital, social media, communications and creative talent, both for freelance and permanent opportunities. Based in Bristol, we've been in recruitment for 30+ years!!

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