What I’m diving into today is something that might resonate deeply with anyone in the creative field: “Some days you feel like a creative genius, other days you just execute the mundane.” The imposter syndrome epidemic, at its core, explores the juxtaposition of our highest highs and our most routine moments in this industry.
By the time you’ve read this sentence, 52 people will have already pitched a concept to a client, started working on the feedback and adjusted to the ever-turning wheels of this profession. Most brands know they need agencies. Very few know what to ask them. And that’s a dynamic I love, not just executing but helping brands ask the right questions.
When I started my journey, learning from scratch and going on to work with over 50+ brands and leading teams of talented individuals, I quickly realised the glamour of advertising often masks a more humbling reality. Some days are about brainstorming breakthrough ideas that redefine a brand. Others involve the painstaking effort of executing tasks that feel small but are, in fact, the building blocks of great campaigns. This duality is what makes imposter syndrome so prevalent, and relatable, in our industry.
Platforms, users, audiences, customers… we understand them because we are them. Spending more time online than most, we’ve built an intangible repository of understanding what keeps us scrolling, searching, sharing and clicking. Yet, imposter syndrome doesn’t discriminate. Whether you’re just starting out or leading a team, it creeps in. Moments of self-doubt reveal that even the simplest, repetitive tasks or the grind of endless meetings contribute to a larger purpose. These moments ground us, reminding us that creativity isn’t a constant state of genius, it’s a process of showing up, doing the work and embracing every phase with humility.
Agencies should cultivate a culture of curiosity, detail and bravery. It’s about learning and unlearning, questioning the norms and taking bold risks. These principles guide creatives to balance the highs of innovation with the lows of routine tasks. The key is to normalise this ebb and flow, to recognise that even the smallest contributions shape the bigger picture.
The occasional crisis of purpose isn’t a glitch, it’s a feature of the creative process. Doubt may knock us down, but it’s also where we find clarity, grow and redefine success. So, let’s not take pride in the late nights, but actually in the wild ideas and even the small, mundane wins. Why? Because creativity isn’t just about the destination; it’s about the love we have for the exhilarating world we call advertising.
(The author is a Founding Partner at itch)
