Flexible Staffing in Promotional Marketing

From large-scale product launches to intimate pop-up events, promotional marketing relies on a dynamic workforce capable of adapting to the demand for immersive, in-person experiences. Given the unpredictable nature of the work, many professionals in this industry operate on zero-hour contracts, which provide the flexibility necessary for businesses to scale staffing in response to the unpredictable demands of campaigns—varying in timing, scale, and location. Importantly, zero-hour contract arrangements empower students, freelancers, and part-time professionals by providing opportunities to balance multiple commitments while engaging in short-term, flexible work.

What is a Zero-Hour Contract?

Zero-hour contracts are agreements where employers are not obligated to offer a minimum number of working hours, and workers, in turn, are not required to accept the work offered. These contracts provide critical flexibility, particularly for students, parents, freelancers, and those balancing other commitments to work around their schedules, accommodating studies, family responsibilities, or other part-time work. For employers, it provides the ability to quickly adapt to fluctuating business needs without the burden of fixed staffing costs. This type of contract first entered the public debate in 2013, when industries needed a workforce that could adapt quickly to changing demands—particularly in sectors like hospitality, retail, and promotional marketing.

Flexibility & Fairness

A pro-worker, pro-business economy demands genuine, two-sided flexibility for both employers and employees. The problem to date has been that this flexibility has too often gone one way. Through the Employment Rights Bill, the government aims to fulfil its pledge to end exploitative zero-hour contracts. It is proposed that this type of contract does not offer the worker any form of certainty as to their earnings, making it difficult to apply for credit or a mortgage, to rent a flat, to plan for major events like weddings or holidays. Flexible hours of work can benefit both workers and employers, but without proper safeguards, this flexibility can be one-sided.

Impact on Promotional Marketing

For industries like promotional marketing, which must build unpredictable and time-sensitive campaigns, the ability to scale staffing up or down on short notice is vital. At the same time, these contracts also offer a lifeline of adaptable employment to many workers—students, freelancers, and part-timers who value the freedom to work across multiple projects and agencies on their own terms. The challenge now is finding a way to maintain this essential flexibility while ensuring that the rights and security of workers are equally protected. Our goal is to ensure that any proposed changes support both the businesses that depend on a flexible workforce and the talented individuals who value the autonomy these roles provide.

Next Steps For Industry

Now is the time for us to collectively shape how these changes are implemented, ensuring they work for everyone—businesses, agencies, and the workers who make our campaigns possible.

The IPM is actively gathering vital input from across the industry to present a well-rounded response to the government consultation. We need real-life examples, data on economic impact, and ideas for how to protect workers without losing the adaptability that our work demands. Your insights could be the key to ensuring the new measures support our industry.