In any boardroom, agency, or war room, leadership is the lever that moves the team.
In advertising, where deadlines are brutal and the spotlight is always on, the difference between a manager and a true leader shows up fast. You can’t fake it. You either bring the spark or you don’t.
I didn’t learn how to lead from a textbook. I learned it in midnight pitch preps, delayed approvals, hard conversations, and the quiet post mortems that followed. Leadership isn’t a role. It’s a responsibility. And if I’m honest, I’ve failed at it more than once. But those moments taught me more than the wins ever could.
So what separates the mediocre from the magnetic?
Here are five traits I’ve come to trust deeply. Not because they sound good on LinkedIn, but because they’ve been tested when the pressure is high and the margin for error is zero.
1. Decisiveness Under Pressure
Good leaders don’t flinch when the heat’s on. They gather input quickly, trust their instincts, and pull the trigger.
I’ve seen it time and time again. The pitch is due at 9am and the team’s still torn over the tagline at midnight. In that moment, someone needs to say “This is it” and mean it. That clarity? That’s leadership.
I used to wait for consensus. Now I know momentum is often more valuable. Indecision costs more than making the wrong call and adjusting. I’ve learned that leading means moving even when you’re not 100 percent sure.
2. Relentless Accountability
Great leaders own everything. Wins, losses, delays, disasters. No deflection. No spin.
Earlier in my career, I carried failure quietly. Now, I face it head on. I’ve stood in front of teams and said, “It’s on me. Now let’s fix it.” That moment of ownership sets the tone. It tells your team that failure isn’t fatal, not if you learn and take responsibility.
Accountability isn’t about perfection. It’s about trust. And trust is built in the moments when it’s hardest to stand tall.
3. Clear, No Nonsense Communication
Forget the buzzwords. The best leaders I’ve worked with and tried to become don’t speak to impress. They speak to align.
In high pressure environments, teams don’t have time to decode. They need clarity: what’s happening, what’s expected, and what success looks like. Right now.
I had to unlearn the belief that smart language means smart thinking. The opposite is true. Simplicity is a skill. Saying less, but meaning more. That’s the game.
4. Strategic Vision with Tactical Grit
Vision matters. But vision alone doesn’t launch the campaign or close the deal.
The best leaders I’ve seen and strive to be balance the big picture with the grind. They zoom in and out. One minute you’re aligning a multi-market rollout. The next, you’re rewriting a subject line or catching an error in the visuals.
I used to think leadership meant rising above the details. I’ve learned that you lead best when you respect them.
5. Empathy That Drives Performance
Soft skill? Hard edge.
The leaders who’ve inspired me most knew when to push and when to pause. When someone needed backing, not barking. Emotional intelligence isn’t about being liked. It’s about getting results without breaking people along the way.
In my earlier roles, I thought I had to be tough to be effective. Over time, I’ve seen that the best teams are built on belief. Belief in the mission and belief in each other. That only comes with empathy.
What’s the Bottom Line?
Leadership isn’t about titles. It’s about output, clarity, and influence.
In the high pressure world of advertising or any industry where the stakes are sky high, leaders don’t just keep things moving. They set the pace. They make the call. They own the hard parts. They communicate clearly. They care deeply. And they never forget that people, not just plans, win the day.
I’m still learning. Every day. Leadership doesn’t mean having it all figured out. It means showing up consistently, staying grounded, and being willing to grow.
Because when the deadlines hit and the spotlight turns on, good leaders don’t hide.
They lead.
About the Author
Ray Langa, Group CEO of Leagas Delaney South Africa, is a dynamic leader with over 15 years of experience across creative, experiential, and sponsorship agencies. His expertise in marketing, automation, and strategic innovation has positioned him at the forefront of industry transformation. Passionate about creating real impact, Ray is dedicated to driving business excellence while fostering an inclusive and growth-oriented leadership culture.
For more information about Leagas Delaney Group South Africa, enquiries can be directed to info@leagasdelaney.co.za
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