Here’s Why That’s Good News for Your Brand.
Zoe Scaman’s Substack article, Let It Burn, caught my attention on LinkedIn, and for good reason. She’s saying what plenty of us have known for years: the traditional agency model is crumbling, and what rises from the ashes will look very different.
The holding companies are shedding staff. Agencies are merging, shrinking, and disappearing. If you’re working with a traditional agency right now, you might be wondering whether your account manager will still be there next month.
But here’s what Zoe’s article made me realise: while many are watching this unfold with alarm, I’ve been quietly proving the alternative works for over three decades.
The “New” Services Model That Isn’t New At All
Zoe writes about the future of creative work happening through collectives and specialists rather than sprawling agency structures. She’s absolutely right. But for some of us, that future arrived a long time ago.
I started working this way in the 1990s. Back then, I was the oddity. The outlier. The one who chose a dedicated home office over a commute, professional systems over water cooler chat, and direct client relationships over layers of account handlers.
People thought it was quirky. Unconventional. Perhaps a bit risky.
Thirty years later, it turns out I was just early.
Is your marketing team stretched too thin?
I help overwhelmed marketing departments get quality copywriting and content strategy without the agency overhead. Thirty years of experience. No layers. Just the work.
What Overwhelmed Marketing Teams Need Right Now
If you’re running a marketing department right now, chances are you’re stretched. Budgets are tight. Headcount is frozen or shrinking. The demands keep growing while the resources stay flat.
You’ve probably considered hiring an agency. Maybe you already have one. And maybe you’re quietly frustrated by the gap between what you’re paying and what you’re getting.
Here’s the thing about traditional agencies: you’re not just paying for the work. You’re paying for the building, the reception desk, the account executives, the creative directors who pop into your meeting for fifteen minutes then disappear, the junior copywriter who actually writes your content, and the ping pong table nobody uses anymore.
That overhead gets baked into every invoice.
Businesses across every sector are being squeezed. Taxation is climbing while support evaporates. There’s no coherent plan for growth, just more burden placed on the people trying to create jobs, delivers services, and keep the economy moving.
The agency world isn’t collapsing because agencies suddenly forgot how to do good work. It’s collapsing because the economic conditions make the traditional model increasingly impossible to sustain. Big overheads, long sales cycles, clients cutting budgets and a government that seems to view business as a problem rather than a solution.
When you work with an experienced freelance consultant, you’re paying for one thing: the work itself. The thinking, the writing, the strategy. No middlemen. No theatre.
That’s not a budget compromise. That’s better value.
Professional Means Professional, Regardless of Postcode
There’s a stubborn myth that freelancers are somehow less professional than agencies. That working remotely,particularly if you’re based in the countryside and not a city, means working chaotically. That if there’s no receptionist, there’s no structure.
Let me be direct about this: I’ve had a dedicated office, proper technology, and professional systems since before most people knew what remote working meant. From fax machines and Skype, through to the collaborative platforms we use today, I’ve invested in staying connected, efficient, and ahead of the curve, and that includes quickly identifying trends and learning skills that use AI.
I work office hours. I’m methodical. When fires need fighting, I fight them, just as anyone does whether they’re in a converted warehouse in Shoreditch or an office in Rutland.
The difference is that I don’t charge you for infrastructure you’ll never use.
Thirty Years Across Sectors That Matter
My specialist sectors are healthcare, medical technology, and tech. I’ve written for medical simulation companies, healthcare charities, cybersecurity services, biotech startups, and global technology corporations. I understand regulatory sensitivities. I can translate complex technical concepts into language that actually connects with your audience.
But I’ve also worked with law firms, financial services, hospitality businesses, professional services, and charities of all sizes. The principles of clear communication, strategic thinking, and copy that drives action don’t change based on your industry. What changes is the specific knowledge you bring to each brief.
After three decades, I’ve accumulated a lot of specific knowledge.
What You’re Really Buying
When you hire a copywriter or marketing consultant, you’re not buying words by the kilogram. You’re buying judgment, experience and the ability to understand your business quickly and translate that understanding into content that works.
You’re buying someone who can write website copy that converts visitors into enquiries. Blog content that positions you as a thought leader. Email campaigns that people actually open. Internal communications that your team regularly reads. Brand messaging that sounds like you, not like everyone else in your sector.
You’re buying someone who’s seen what works and what doesn’t across hundreds of projects, dozens of industries, and three decades of changing technology.
And you’re buying someone who arrives with sleeves rolled up, ready to solve problems. Not someone who schedules another discovery workshop.
The Collective Model in Practice
Zoe talks about the future being collectives rather than agencies. I’ve been operating this way for years without calling it that.
When a project needs design support, I work with designers I trust. When it needs development, I bring in developers. When it needs photography or video, I know exactly who to call. The client gets a team assembled specifically for their project, with exactly the skills needed and nothing they don’t need.
No permanent overheads. No generalists pretending to be specialists. Just experienced professionals who’ve chosen to work this way because it produces better results.
The Brands That Win From Here
The companies thriving right now aren’t the ones with the biggest agency retainers. They’re the ones who’ve figured out how to get quality work done efficiently.
They’re working with specialists who understand their sector. They’re building relationships with consultants who stick around long enough to really understand the business. They’re paying for expertise and output, not office space and account management layers.
If your marketing team is overwhelmed, if your agency relationship feels like it’s delivering less than it should, if you’re wondering whether there’s a better way to get quality content and strategic thinking without the overhead, there is.
Some of us have been proving it works for a very long time.
Ready to Talk?
I work with businesses across healthcare, technology, professional services, and beyond. Whether you need a complete content strategy, website copy that converts, or simply a fresh pair of eyes on your blogs and brand messaging, I’d love to hear from you.
Book a conversation and let’s talk about what you need. No pitch, no pressure, just a proper discussion about your challenges and whether I can help.
Get in touch here
About the Author Joanna Aitkens is a British copywriter with 30+ years experience helping brands communicate complex ideas with clarity across the UK, US and EU. Get more insights, tips and free tools by signing up for her monthly newsletter:
