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Agencies Agency Leadership Wellbeing


IMPOSTER SYNDROME: SCOURGE OF THE MARKETING INDUSTRY OR BUZZWORD?

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BY SAM ANDERSON | NETWORK EDITOR

September 11, 2023 | 12 min read

Listen to article 9 min 19 sec

Imposter syndrome is the fear of being ‘found out’ as underqualified for or
undeserving of our jobs or successes. But is it something marketers feel deeply,
or an unhelpful clustering-together of other problems?

Imposter syndrome: do you feel it? / Daniel Cheung via Unsplash / Lego

Back in March, Daniel Kwan of Daniels, the directing duo behind Everything
Everywhere All At Once took his moment in the spotlight to share concerns about
being “good enough” to be a storyteller. While accepting an Oscar, he said that
his “imposter syndrome is at an all time high”.

What Kwan was talking about is a group of psychological phenomena whereby we can
come to doubt the deservedness of our achievements, positions, or ambitions.
Kwan isn’t alone: other high-profile people who have spoken about the phenomenon
range include all-timers like writer Maya Angelou, Radiohead’s Thom Yorke and
supreme court justice Sonia Sotomayor.

Since Kwon’s speech, it’s been a topic of particular interest in the LinkedIn
discourses of marketers, including a perspective from Steven Bartlett: imposter
syndrome as a ‘growth moment’. In the pages of The Drum, one senior marketer
made an impassioned defense of doing what you love and being comfortable doing
it. So: do most senior marketers relate to imposter syndrome? Is the concept
useful or a distraction? We asked nine leaders from The Drum Network.

Sophie Wooller, chief operating officer, UK, Croud: “Imposter syndrome is a
topic that has come up in almost every panel, fireside chat and training course
we’ve run for Croud’s Women In Leadership network. It’s a very real challenge
that the vast majority of our members are navigating (myself included).

“We teach marketers to measure everything, so can’t be surprised when we measure
where we think we’re falling short. There’s always someone with more experience,
better performance, or more technical knowledge. This is even more pronounced at
a senior level; I lead teams where I understand maybe 10% of what they do. This
is terrifying. Why on earth have I been trusted with steering this ship?

“But imposter syndrome can be a superpower. I might not know the deep specifics
of my team’s roles, but I can ask great questions. And I’ll work exceptionally
hard to support them to deliver their best work. I can’t do it on my own.”



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Chris Moody, head of strategy, AgencyUK: “My version of imposter syndrome has
been trying to live up to my own expectations of what other people might think
of me: isolating, paralyzing sensations that come without warning and can last
for days.

“In professional situations, this has been enabled and exacerbated by both
individuals and organizational culture. Dominant personalities enforcing their
agenda and dictating details; a climate of anxiety where everyone second-guesses
everyone else, especially in larger companies, where operational and functional
territories are clearly defined and defended.

“Reducing such toxicity is not driven by grand policy statements or commitments
to mental well-being. It’s about a day-to-day culture of openness and active
listening, where asking for help or advice is rewarding, where expressing doubt
is encouraged.

“We all want to feel valued, personally and professionally, so let’s start by
valuing each other honestly, authentically, every day.”

Hannah Dempsey, senior marketing director, Jellyfish: “Let’s not label it ‘a
syndrome’; it’s more accurate to call it the ‘inner imposter,’ akin to your
inner critic.

“This inner imposter resides in everyone, though we may use different terms to
describe it. Entrepreneur Steven Bartlett’s perspective offers a refreshing
twist: imposter feelings shouldn’t be a hindrance but a sign of personal growth
and stepping out of your comfort zone. Embracing and reframing this concept in
your mind can empower marketers to view their self-doubt as a catalyst for
progress.

“Author Amy Kean’s insights highlight another critical aspect: imposter feelings
can stem from poor leadership or management experiences. Identifying the root
cause can be a crucial step in addressing and overcoming this common challenge.
Personal growth, self-awareness, and open discussions can normalize the inner
imposter, reminding us that it’s a natural part of the human experience.

“One way to combat the inner imposter is through open dialogue. Sharing my
experiences with others and realizing that successful individuals also grapple
with these feelings has helped calm those feelings for me.”

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Geoff Griffiths, chief executive officer, Builtvisible: “Like many things,
‘imposter syndrome’ is an increasingly well-known label that describes an idea
without any of the nuance or complexity that accompanies it, meaning someone
either ‘has it’ or doesn’t, without any room between.

“It is a very real thing, and affects a wide range of people differently, but
agencies are environments where exposure to new situations and challenges are
all part of the experience, and where real personal growth and career
development happens.

“We’ve embedded clinical psychologists into our teams to cut through the
pop-science/social media view of things like imposter syndrome, and help people
work on their self-awareness from a medical and evidence-based standpoint. It’s
been transformational for some, and trumps the more generic wellness solutions
out there.”

Ellie Malpas, strategist, Media Bounty: “I was born for the office. My parents
called me ‘Helena’ so I could have a formal name for my 9-5 and be ‘Ellie’ on
the weekends. My idea of office culture was therefore always one of corporate
coldness. People in suits, discussing the weather by a water cooler.

“I was shocked on my first day in an agency, when someone shaved their beard
onto another colleague’s desk.

“Not only did I have to navigate being in a workplace while still learning the
actual job; I had to re-think my preconceptions about the boundaries of office
banter. Double imposter syndrome. This left me in church-mouse mode for most of
my early career, not quite ready to share my over-sharing tendencies. In my
current job, I’ve finally learned to leave Helena behind and bring my whole
Ellie self to work. I’ve learned and laughed a lot more because of it.”

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Charli Edwards, creative director, Cavendish Consulting: “Imposter syndrome is,
for lack of a better term, a horribly destructive virus that can infect
creatives at all levels. It’s not just about self-doubt, but also jealousy,
fear, and the feeling that we’re not good enough.

“But there’s strength in vulnerability; discussing imposter syndrome openly and
honestly can help normalize the experience and make it less isolating for
others.

“Creative leaders must recognize imposter syndrome as a serious problem
impacting the creative process and culture (jealousy is best friends with
insecurity). By creating an environment of inclusion and belonging, where
creatives feel safe to take risks and be themselves, we can help to remove the
stifling barriers of imposter syndrome. But we can’t wrap creatives in cotton
wool. We shouldn’t shy away from pushing people past their comfort zones.
Providing constructive, supportive feedback is paramount. It’s how people learn
and grow without feeling attacked.”

Mathilda Holmkvist, creative director, Nucco: “Imposter syndrome has always
rubbed me the wrong way. A catch-all phrase that’s sometimes confused with a
perfectly normal response to doing something outside of your comfort zone. That
can be nerve-wracking, but the feeling usually subsides if you stick with it.
Learning to trust your own work also helps.

“What built my confidence over time was developing my skills and gaining more
experience. I’ve also had the fortune to feel supported, and promoted
appropriately. It’s a privilege I don’t take for granted; others just as skilled
won’t been as lucky due to systemic bias, discrimination, or unfair treatment.

“Imposter syndrome as a term is complicated; it can be an indication of an
unhealthy work environment, putting pressure on the individual rather than a
company's work culture. But the anxiety-inducing nature of attempting something
new is just part of growing as a creative.”




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Hannah Brady, senior content strategist, Connective3: “Imposter syndrome has
been a constant companion throughout my marketing career. I’ve never really
doubted my abilities, but even as a senior strategist, I’m always afraid of
people realizing I’m just blindly winging it, and have been for 8 years. I don’t
know if I’ll ever stop feeling like a fraud, even though I’ve worked
unbelievably hard to get where I am.

“Having said that, sometimes I feel that imposter syndrome has made me better at
my job. Because I’m not always confident that my way is the best way, I’ve been
able to learn a huge amount from my peers, and find better ways of working
without ego getting in the way.

“For example, I have ADHD, which makes me feel like I’m not matching my
teammates’ productivity but by speaking to them about how they work, I’ve
learned more effective ways of combatting my attention issues.”

Natalie Patel, managing director, Found: “Four words to describe what it felt
like being appointed managing director of a fast-growing digital agency at the
age of 30: ‘imposter syndrome on steroids’.

“I remember an overwhelming sense of pressure – but it was all coming from my
own mind.

“A key turning point was reading management book The Chimp Paradox and working
hard to train my brain to keep my cool when faced with triggering situations.

“I’m still figuring it out, but I have a completely different perspective, and
now when I’m in high-pressured situations that previously would’ve caused me to
feel an overwhelming sense of imposter syndrome I see that’s exactly where I’m
meant to be, developing and pushing myself to get comfortable with being
uncomfortable.”

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turn ordinary into extraordinary, and your audiences into advocates. In the
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span brand strategy, identity, positioning and activation; creative development,
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management, content strategy & planning and web design and development.

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Croud

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