Freelancing for Major Brands: The Real Deal Behind the Glamour
Written on
Understanding the Illusion of Big Brand Freelancing
When you hear that someone has worked as a copywriter for renowned companies like Coca-Cola or Nike, it’s easy to think they’ve hit the jackpot in their career.
In some instances, that assumption holds true. For example, Joana Wiebe commands over $100K for a single sales page and has collaborated with industry giants like Microsoft and Thinkific. However, when companies of this caliber reach out, they're often looking to genuinely engage with the expertise of seasoned professionals. It sounds enticing—earning a hefty paycheck while advising someone like Bill Gates, right?
But the reality is often quite different for freelancers like you and me.
A Personal Experience with Coca-Cola
Last year, I received an intriguing message from Coca-Cola's representatives on LinkedIn, and I can’t wait to share the details. On a rainy afternoon, feeling a bit lethargic after completing a copywriting project, I was contacted by an agency looking for someone to undertake a test project for a significant client.
Curiosity piqued, I provided my email, signed an NDA, and awaited the test assignment. To my surprise, the task involved crafting content for Coca-Cola products. The agency sought copywriters proficient in both English and Bulgarian (my native language) to adapt existing marketing materials—TV commercials, print ads, and more—for the Bulgarian audience.
However, this was not merely about translating text. A global brand like Coca-Cola must maintain its distinctive voice, which requires an understanding of local idioms and expressions.
The Challenge of Adaptation
As I delved into the project, I found myself questioning my interest in it. Despite the allure of working with Coca-Cola, I was confronted with an exhaustive brand guide, a highly detailed brief, and lengthy tables of copy to rewrite in Bulgarian. For each line, I needed to justify my revisions.
Despite a decade of full-time writing experience, I had never felt such boredom—yes, even more than crafting product descriptions for power tools. I quickly realized that this wasn’t the kind of work I wanted to pursue, regardless of the compensation, which remained unknown to me. I rushed through the task, submitted it, and mentally moved on.
Facing Rejection
The following week, I received the inevitable rejection email. While rejections can sting, I felt a sense of relief. It was important for me to clarify that my intention isn't to disparage Coca-Cola; their marketing strategies are nothing short of brilliant. I would relish the opportunity to participate in discussions with their decision-makers and learn from them.
What I Truly Seek
Interestingly, I have a friend who once served as a Creative Director for Ogilvy in Bulgaria. At one point, I envied his position. He once remarked, "It’s really not as exciting as it seems. There’s limited creative freedom when you’re working with big brands." Now, I fully grasp his sentiment.
While he enjoyed a lucrative salary and the ability to list prestigious names on his resume, which certainly benefits him now as a freelancer, the balance of life and entrepreneurship is all about priorities.
Working with large companies can provide stability, a respectable income, and a noteworthy portfolio (though it's worth noting that some brands prefer not to be publicly acknowledged). I know freelancers who focus solely on high-profile clients and find fulfillment in that. If you aspire to work with major brands, I’ve written a guide on how to achieve that.
However, for me, I find more satisfaction collaborating with small to medium-sized businesses where my contributions can make a significant impact.
If you’re looking to launch or expand a solo venture, consider subscribing to the One-Person Business Success newsletter.
Coke Prank on Cops - YouTube
This entertaining video showcases a humorous prank involving Coca-Cola and law enforcement, highlighting the lighthearted side of brand engagement.