The Steely Dan effect: when agencies stay lean and use a ‘liquid workforce’

It might be perceived as a sign of uncertain economic times that agencies are doing their best to stay lean by keeping full-time staff at a minimum and relying more heavily on freelance help in areas where the lift is needed. 

But from speaking with the principals at two agencies, it’s as much a means of flexibility at a time when maximum optionality is needed. As well as offering the freedom to customize one’s shop to the needs of each client without breaking the bank. 

Chris Mele, managing partner and founder of Siberia, an independent design studio/agency based in Brooklyn, runs a foundation of five full-timers who handle design, product management, engineering, and talent management — while he stands in as head of strategy, as well as sales and marketing. 

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