Creative Agency vs. Freelancers for CPG Brands
You started a CPG brand.
You made real revenue.
And now you think it’s time to ditch the DIY branding and copy and hire a big-name agency that charges $50,000.
Wrong.
This is the move most founders think will take their brand to the next level — the move that will make them competitive with legacy conglomerates.
I’m here to bust that myth.
As a freelance copywriter specializing in CPG brands, one of the most common things I hear from new clients is:
"I didn’t realize one person could do all of this."
And that reaction is totally fair – most founders are only knowledgeable of one side of the industry.
Here is why every CPG brand should hire a Freelancer instead of an Agency:
Agency Experience
Agency projects are rarely simple.
You aren’t working with one expert, you’re working with a team. This means multiple opinions, longer approval timelines, more internal meetings before you even get feedback, and more opportunities for miscommunication.
Now this may not be the worst thing in the world, but here’s where it can get tricky.
The feedback process on this can make its rounds back up the ladder before moving forward with your added suggestions. As an early-stage founder with an internal team, managing an agency relationship can become a full-time job in itself.
Freelancer Experience
Working with a Freelancer is much simpler.
You are communicating with only one person and one decision-maker. There aren’t numerous people filtering through your project, making decisions based on their own bias and possibly changing the entire direction.
Many founders assume one person can’t handle large-scale projects.
Wrong.
Specialized Freelancers structure their businesses to focus on a few projects at a time. They also do not need approval from other departments. They can make decisions fast and effectively. There is less risk of a project delay because someone on the team is out of the office and can’t review.
And here is the big spot founders look over:
Agencies are created to serve many industries. Freelancers often built their entire business around one niche. The Freelancer you chose will be an expert in your industry.
If you hire the right freelancer, you’re hiring someone who lives and breathes your category every day.
Cost: Agency vs. Freelancer
This one is likely what you’re most interested in as a founder.
You are right, price does matter.
But context matters more.
A higher price does not automatically mean better work.
And a lower price does not automatically mean lower quality.
You may be thinking, " Well, you get what you pay for.
Agencies have expensive overhead and salaries. You aren’t just paying for the work, but for the infrastructure of a small team. There isn’t anything wrong with this, but it does change the context of the higher price an agency will charge you.
A Freelancer obviously has to get paid well, and has business expenses. However, since it’s only they working on your project, there’s no need for a higher fee. The cost structure is much different. You get the bomb-ass work of an agency for a fraction of the price. You are paying directly for expertise and execution, not operations.
Let me end this by saying that agencies aren’t all bad, but you are likely missing the context of what really goes on. Plenty of major CPG founders worked with freelancers who built their brands to multi-million-dollar revenue.
Instead of asking yourself:
“Agency or Freelancer?”
Ask this:
“Who is the best person for my brand?”
If hiring an expert Copywriter for your emerging CPG brand was what you were looking for, I have the perfect gal for you. Take a look here…. Yes, it’s me hehehe.
