With all this talk of a potential recession, freelance companies are gearing up for a boon to business.

“The way we work changed so dramatically in the last two and a half years, and with macroeconomical changes that are happening, I think the timing is super relevant,” Fiverr CMO Gali Arnon said of the company’s latest campaign, adding that freelancers can be a “great solution” for companies undergoing layoffs.

• The ad shows workers celebrating freelancer Marco’s last of eight days at a company by eating cake in the break room. The catch? Marco isn’t actually there IRL.
• Arnon said the goal of the campaign is to show corporate decision-makers “how they can extend their team” and “think about new ways of working” with freelancers, including considering them part of company culture.
• “[Freelancers] work from the coffee shop or from their home office, but they still need to be recognized for their work,” Arnon said. “They still need to get feedback and praise and be part of the social fabric of a company.”

We spoke with Arnon about the creative elements that went into creating the new campaign.

It’s coming from inside the house: After going through the agency pitch process, Arnon said Fiverr “wasn’t quite happy” with the ideas presented and put out a call to its internal creative team. Upon seeing this idea, she said, “It was clear that they know the product and the company and our culture and our ethos and our values more than anyone else.”

Give me five(rr): In addition to using its own creative team, Arnon said Fiverr also tapped freelancers on its platform—something it’s done in every campaign to date—for creative elements like voice-overs.

Read more about how the campaign came together here.—KH

Because advertisers just love a hostage captive audience, more ads are coming to Lyft.

Announced yesterday, the ride-sharing company has created Lyft Media, a new division that’ll expand its advertising offerings.

So far, inventory includes rooftop ads (because nothing is really new), in-car tablets, out-of-home display panels alongside bikeshare stations in cities like New York, and in-app display ads.

It also offers previously available features like Lyft Skins, which turn the miniature Lyft cars found within the app into Vita Coco coconuts, Cardi B, and even the Oscar Meyer Weinermobile.

• The ad business will target based on time and location and won’t rely on personal data for targeting “at this time,” Lyft spokesperson Katie Kim told Marketing Brew in an email. Currently, its rooftop screens can be bought programmatically.
• Lyft declined to comment on ad-revenue expectations, however, a “portion of revenue from the display and tablet ads” will go to drivers, according to the Wall Street Journal (though it declined to say how much).

Zoom out: Uber, Lyft’s largest competitor, has sold advertising since 2019, both in-app and atop driver vehicles. Earlier this year, the company’s general manager of its advertising business said it hoped to hit $1 billion in ad revenue by 2024.

Because if you could, why wouldn’t you?

Related, unrelated: If you’re curious why anyone would ever cover their car in an advertisement, read on here.—RB

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Frank Kecseti is founder and chief burro of Social Burro, a social media consulting firm based in North Carolina that works with small businesses.

Describe your career to date. Over the past 13 years, I’ve done everything from agencies to editorial. I’ve shot t-shirts at Philips Arena (Atlanta), helped design the franchise manual for a nationwide QSR, and helped launch a global rebrand for the US market. Most recently, I started Social Burro to put strategy and thought back into social media marketing for small to medium businesses.

Favorite project you’ve worked on? Last year, we did an organic social campaign for our healthcare client, called Very Merry Memories. The campaign received over 47k individuals, nearly 2,300 engagements, and many happy residents!

What’s your favorite ad campaign? Johnnie Walker’s “Striding Man” videos from the ’00s. Still stunning video years later.

What marketing trend are you most optimistic about? Least? Most: the specialty-agency renaissance and the fall of the full-service agency model. Least: Web3—so much uncertainty and mystery still. I’ll be more excited once it’s better outlined.

What’s one marketing-related podcast, social account, or series you’d recommend? The Financial Times. It’s one of my favorite things to read and helps me get a full picture of the US/World, and that helps me be a better marketer.

There are a lot of bad marketing tips out there. These aren’t those.

Going green: Familiarize yourself with the Federal Trade Commission’s plans to update guidelines governing the use of environmental marketing claims, including terms like “nontoxic” and “carbon offsets.”

LinkedIn[fluence]: The era of the B2B influencer on LinkedIn is here, and agencies like Ogilvy want in.

Check yourself: Marketing exec Adam Singer put together a list of the best reporting practices from the top digital marketing agencies in the biz.

Cookie-less consumers: Users want to trust their fave brands with their data. During Permutive’s latest event, Kelsey Chickering, principal analyst at Forrester, discussed the impact of this trend and how to regain consumer trust with mindful media strategies. Watch here.*

^{*This is sponsored advertising content.}

It’s time to move on from cookies. No, not those cookies. We’re talking about third-party cookies and the digital marketing industry’s shift towards an approach that’s privacy-compliant first and foremost.

Join Marketing Brew for a virtual event focused on this new era of digital marketing, with discussions led by industry experts from PwC and Dentsu Media.

Mark your calendar for tomorrow, August 10, and register now!

As more household budgets face economic pressure, all eyes are on free ad-supported streaming (FAST) services. FAST services accounted for how many of the top 10 most widely used video-streaming services as of the end of July?

1. 2 out of 10
2. 4 out of 10
3. 6 out of 10
4. 7 out of 10

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• Once known for its fast-fashion partnerships, ‘Love Island’ seems to be forging a new image
• Marketing spend takes a hit during Q2 earnings
• Congress wants the FTC to create a bureau dedicated to privacy. And that’s a big deal