Kitwing spoke with Christine Olivas, the innovative founder behind No Single Individual (NSI), a pioneering consultancy that's reimagining how outside talent and agencies work together in the advertising industry.
Kitwing: Christine, what spurred you to to start No Single Individual?
Christine: I saw a clear disconnect between solo freelancing and traditional staffing models. Having worked both client-side and agency-side, I recognized that both talent and agencies were struggling with project-based work. Freelancers wanted the community and stability of full-time roles without sacrificing autonomy, while agencies needed flexible, integrated talent solutions that went beyond individual contractors.
K: How would you describe NSI's unique model?
Christine: We're the first consultancy to offer strategy and account teamlancing for the advertising industry. Unlike traditional staffing agencies that match individual freelancers, we provide curated teams to marketing and advertising agencies. It's really a hybrid experience that offers the best of both worlds: the camaraderie and operational support of a full-time job combined with the freedom and uncapped earning potential of freelancing.
K: You identified an opportunity in what you call the "fourth wave of freelancing." Can you elaborate on what you saw?
Christine: I noticed that talent was increasingly seeking partnership rather than isolated gigs. The industry was evolving, but the infrastructure wasn't keeping up. Large agencies were still operating with outdated staffing models while freelancers were craving community and support. I saw a chance to create something that hadn't existed before—a model that serves both sides by providing high-caliber teamwork with the flexibility that modern professionals demand.
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K: What operational changes did you implement to make this vision a reality?
Christine: I invested heavily in infrastructure—people, technology, and systems. This wasn't just about matching talent with opportunities; it was about creating an entirely new operational framework. I documented my instincts in a comprehensive business plan that outlined target markets, pricing strategies, and service offerings.
One critical operational decision was that NSI does not allow solo placements. We emphasize collaborative working environments, which required building systems that support team dynamics rather than individual contributors. With about 20 members and six NSI staff – many from historically undervalued groups – we've created processes that maintain our close-knit culture while scaling our impact.
K: How have you balanced your personal priorities with building a successful business?
Christine: This business was born from a deeply personal place, especially connected to my experience as a new mother. I wanted to create a work environment that accommodated real life—not just mine, but for all our team members.
The balancing act is constant. The advertising industry is notoriously unpredictable, with revenue that can fluctuate wildly. I've had to develop comfort with uncertainty while staying true to our mission. What helps is remembering why I started this in the first place: to create space for women and other underrepresented contributors within our industry and to rethink what workplaces can be.
K: What's been the most challenging aspect of forging your own path?
Christine: I'm essentially critiquing traditional practices while simultaneously needing to nurture relationships within those structures. That's a delicate line to walk. The industry often prioritizes creativity over pragmatism, which challenges my ability to plan and manage.
Also, when this is your own independent idea, there's a different kind of pressure. As I said, "This wasn't someone else's idea. I started it, so I better finish it." That creates both motivation and responsibility that's quite different from executing someone else's vision.
K: How has the reception been to this new model?
Christine: It's been validating to see the response. Since introducing this model, even large players like UpWork have introduced team staffing concepts. Our ideal clients—agencies that are open to external talent and envision a future beyond just full-time employees—have embraced us enthusiastically.
We're not just providing project placements, we're offering holistic solutions like stand-in strategy teams, management for new accounts, coverage for family leaves, and execution of defined deliverables like annual plans and social playbooks. Clients appreciate that we're solving real business problems while also modeling a more flexible, inclusive way of working.
K: What advice would you give to others looking to innovate within traditional industries?
Christine: Have the audacity to question established norms. My entire business started with asking "what if" questions about how work could be structured differently. Don't be afraid to document your instincts and create a roadmap, even if you're navigating uncharted territory.
Also, recognize that when you're creating something new, you're not just selling a product or service, you're often selling a new way of thinking. That requires patience and persistence. The most meaningful innovations often come from deeply personal insights about what's missing in your industry. Trust those insights.
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Contact Christine on LinkedIn: linkedin.com/in/colivas
Photo courtesy of Christine Olivas