Culture Marketing and Communication Subsector
Do you work as a marketing and communication professional in the cultural and creative sector? Or do you occasionally hire an expert in that field? If so, it is important to consider fair pay. What compensation is ‘normal’ for an assignment? And what conditions apply? FairPACCT helps by providing concrete tools and guidelines.
MarCom professionals deserve better
Marketing and communication professionals play an important role across all disciplines within the cultural and creative sector. Without them, there is no audience. Yet their work, and the time it requires, is often undervalued.
Both freelancers and employees recognize this. If the sector is to become future-proof, it is essential that their labor market position improves. The Culture Marketing and Communication Sector Table is working towards this goal.
About the chain table
The sector table was established in October 2022 and consists of twelve professionals from the field. These include both (independent) cultural marketing and communication professionals and clients. Led by independent chair Joan Nunnely, entrepreneur and D66 Council Member for the Municipality of Rotterdam, the sector table conducts or commissions research and works on concrete guidelines and tools to promote fair pay in this subsector.
The calculation tool developed by the sector table does not lead to a single fixed rate, but rather encourages negotiations with the client regarding the fee and provides guidance for both contractors and clients.
Tools & downloads
Preliminary research
Prior to developing the tools below, several studies were conducted on the current situation. You can find them here:
- Detailed Study 1: Fair pay for contract work in Marketing and Communication in the cultural sector, Reference Framework Collective Labor Agreements. December 2022, Social Finance Matters.
- Detailed Study 2: Marketing and Communication costs in the cultural sector, Project criteria by funds and governments. April 2023, Social Finance Matters.
Best practices
Seven inspiring best practices demonstrating how marketing and communication make an impact in the cultural sector.
Role matrix
A role matrix is often used to create clarity regarding tasks, responsibilities, and authorities.
In this developed role matrix, you can find five roles for communication professionals. These can be applied to various types of work and at different levels — from operational to strategic.
If you have questions about using this role matrix, you can consult the manual below.
- Practical Tool 4: Role Matrix. STYR. November 2024.
- Practical Tool 4a: Advisor Role. STYR. November 2024.
- Practical Tool 4b: Generalist Role. STYR. November 2024.
- Practical Tool 4c: Manager and Coordinator Role. STYR. November 2024.
- Practical Tool 4d: Project Leader Role. STYR. November 2024.
- Practical Tool 4e: Specialist Role. STYR. November 2024.
Use and application of the role matrix
This manual explains how to use the developed role matrix (framework) with five roles and their descriptions to determine an appropriate rate for culture marketing and communication (MarCom) professionals.
From salary to freelance rates
This document shows which freelance rate corresponds to each role. For each role, you will find two amounts: the average market rate (the most common rate for that specific role) in the Netherlands, and a lower rate specifically for the cultural sector—15% less, as rates there are often lower than in other sectors.
Freelance rate tables for culture marketing and communication professionals
Here you will find the tables with fair pay freelance rates through 2026 for the five roles in the matrix for culture marketing and communication professionals. They are based on the General Dutch Market with a cultural deduction of –15%.
Calculation tool
Use this tool to calculate an appropriate rate for your assignment as a culture marketing and communication professional in one of the five roles from the role matrix.