It’s that time of year to consider the trends that defined platform activity on Wripple the year prior. In great part, 2024 did not see monumental shifts, but a few changes point to broader market dynamics with implications for how marketing work gets done in 2025.
2024 highlights that stood out to the Wripple team are summarized below:
A Telling Industry Mix. CPG’s platform transactions, for both short-term freelance projects and long-term staffing, increased considerably. This moved the CPG industry into the top 5 hiring industries on Wripple. Given CPG’s historically elevated levels of spend in overall marketing services, this points to growing acceptance of on-demand talent as an essential part of the modern marketing workforce.
Campaigns Were Not Only for Politics. In 2023, heavy content creation dominated, while 2024 shifted to campaign creative work focused on multichannel communications for awareness and product launches. This also included more paid media engagements such as media strategy, planning, and management. In part, the increased CPG activity referenced earlier drove a lot of the demand for campaign work.
Long-Term Staffing Engagements Rise. The flexibility Wripple provides clients allows them to design talent solutions to meet ever-changing needs, from short-term consulting projects to long-term staff augmentation and everything in between. In 2024, the lingering economic uncertainty greatly influenced how businesses hired marketing talent. Hiring freezes and limited budgets led many clients to build teams through long-term staffing solutions. Over 50% of platform transactions were long term staffing. As a direct result of the growth in long-term staffing hires, the average contract value and project duration increased by $10k and 5 weeks, respectively in 2024.
Healthy Cross-Discipline Hiring Persists; Event Marketing Joins the Party! There is not much movement from 2023 to 2024 in the top roles hired on Wripple. It is a healthy balance across three disciplines: Data & Analytics, Creative, and Tech. However, there is one noteworthy newcomer to the top 10 list in 2024 - Event Project Manager. People are ready for more in-person connections, and that means hiring experts that can pull off world-class in-person events of all types and sizes!
Growing Interest in the Professional Side Hustle. In 2024, the post-pandemic interest in full-time freelancing cooled off, relatively speaking. Of the talent joining Wripple in 2024, the percent of talent identifying as side hustlers grew, indicating that more professional marketers are looking for opportunities to supplement their full-time jobs either to make more money or take on new growth opportunities.
The RTO Debate Continues! Another telling shift we saw in 2024 was talent’s declining willingness to work onsite.
This runs counter to the increase in the percentage of hiring organizations requiring at least one day of working in the office. Clearly, the return to office (RTO) debate between workers and companies took on more importance in 2024. Companies ruled out highly qualified talent that was not open to working onsite and candidates turned down great opportunities that would not offer the flexibility they wanted.
That’s (almost) a wrap ...
There is no better way to wrap up our annual review than by highlighting the growth of our talent marketplace that includes the best and brightest marketing professionals in the business.
2024 was a busy year for Wripple’s recruiters and talent operations team! After thousands of interviews and applications reviewed, our talent marketplace grew by 71% in 2024.
This is a highly experienced group of professionals with 57% bringing more than 15 years of experience. They represent all marketing disciplines and come from top agencies, consultancies, and in-house teams. For 2025 and beyond, Wripple’s in-demand talent members will help top marketers stay ahead of the game, no matter the need or trend!
Stay Tuned for More...
In addition to the trends shared in this 2024 Review, Wripple will soon detail the latest insights from its 2025 Team Up Research. We will explore many of the trends highlighted above in addition to:
The impact new workforce dynamics are having on the future of marketing
Talent and company perspectives on the current and future state of marketing work
Forces that are shaping work culture and establishing ‘new norms’
Look out for 2025 Team Up research starting in late Q1!
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To learn more about any or all of these solutions, contact your Wripple Client Lead, or request a demo.
It’s that time of year to consider the trends that defined platform activity on Wripple the year prior. In great part, 2024 did not see monumental shifts, but a few changes point to broader market dynamics with implications for how marketing work gets done in 2025.
2024 highlights that stood out to the Wripple team are summarized below:
A Telling Industry Mix. CPG’s platform transactions, for both short-term freelance projects and long-term staffing, increased considerably. This moved the CPG industry into the top 5 hiring industries on Wripple. Given CPG’s historically elevated levels of spend in overall marketing services, this points to growing acceptance of on-demand talent as an essential part of the modern marketing workforce.
Campaigns Were Not Only for Politics. In 2023, heavy content creation dominated, while 2024 shifted to campaign creative work focused on multichannel communications for awareness and product launches. This also included more paid media engagements such as media strategy, planning, and management. In part, the increased CPG activity referenced earlier drove a lot of the demand for campaign work.
Long-Term Staffing Engagements Rise. The flexibility Wripple provides clients allows them to design talent solutions to meet ever-changing needs, from short-term consulting projects to long-term staff augmentation and everything in between. In 2024, the lingering economic uncertainty greatly influenced how businesses hired marketing talent. Hiring freezes and limited budgets led many clients to build teams through long-term staffing solutions. Over 50% of platform transactions were long term staffing. As a direct result of the growth in long-term staffing hires, the average contract value and project duration increased by $10k and 5 weeks, respectively in 2024.
Healthy Cross-Discipline Hiring Persists; Event Marketing Joins the Party! There is not much movement from 2023 to 2024 in the top roles hired on Wripple. It is a healthy balance across three disciplines: Data & Analytics, Creative, and Tech. However, there is one noteworthy newcomer to the top 10 list in 2024 - Event Project Manager. People are ready for more in-person connections, and that means hiring experts that can pull off world-class in-person events of all types and sizes!
Growing Interest in the Professional Side Hustle. In 2024, the post-pandemic interest in full-time freelancing cooled off, relatively speaking. Of the talent joining Wripple in 2024, the percent of talent identifying as side hustlers grew, indicating that more professional marketers are looking for opportunities to supplement their full-time jobs either to make more money or take on new growth opportunities.
The RTO Debate Continues! Another telling shift we saw in 2024 was talent’s declining willingness to work onsite.
This runs counter to the increase in the percentage of hiring organizations requiring at least one day of working in the office. Clearly, the return to office (RTO) debate between workers and companies took on more importance in 2024. Companies ruled out highly qualified talent that was not open to working onsite and candidates turned down great opportunities that would not offer the flexibility they wanted.
That’s (almost) a wrap ...
There is no better way to wrap up our annual review than by highlighting the growth of our talent marketplace that includes the best and brightest marketing professionals in the business.
2024 was a busy year for Wripple’s recruiters and talent operations team! After thousands of interviews and applications reviewed, our talent marketplace grew by 71% in 2024.
This is a highly experienced group of professionals with 57% bringing more than 15 years of experience. They represent all marketing disciplines and come from top agencies, consultancies, and in-house teams. For 2025 and beyond, Wripple’s in-demand talent members will help top marketers stay ahead of the game, no matter the need or trend!
Stay Tuned for More...
In addition to the trends shared in this 2024 Review, Wripple will soon detail the latest insights from its 2025 Team Up Research. We will explore many of the trends highlighted above in addition to:
The impact new workforce dynamics are having on the future of marketing
Talent and company perspectives on the current and future state of marketing work
Forces that are shaping work culture and establishing ‘new norms’
Look out for 2025 Team Up research starting in late Q1!
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