Advertising is loud. Bold headlines, big ideas and even bigger personalities. Yet behind the curtain, where ideas are born, a quieter story unfolds – hesitation, second-guessing and brilliant minds whispering instead of shouting.
Imposter syndrome isn’t just a buzzword tossed around in HR workshops; it’s a lived experience for many creatives – especially in advertising, where originality is currency, and pressure is constant. And here’s the kicker: we work in communications but often fail to create spaces where people feel safe to communicate.
The irony practically writes itself. I’ll admit – I’ve been part of the problem. I’ve told my team, “Speak up, tell me what you think,” and meant it. But I didn’t always give the space for it. Passion can be loud, and mine often drowned out the quieter voices I genuinely wanted to hear.
Where ideas go to die quietly
Let’s talk about the brainstorm room – supposedly a playground for ideas, but often more like a gladiator arena.
You walk in with a spark and leave wondering if silence would’ve been smarter. The loud dominate, the rest rehearse lines they never deliver.
Intimidation isn’t always loud. It’s in the subtle eye rolls, the dismissive nods and the way some ideas are celebrated while others are met with silence.
It’s the unspoken hierarchy of who’s allowed to speak and who’s expected to just nod along.
I’ve seen it. I’ve felt it. And I’ve unintentionally contributed to it. Sometimes, without meaning to, we create environments where only the boldest survive. But creativity isn’t always loud. Sometimes it’s quiet, thoughtful and needs space to breathe.
The loudest idea isn’t always the best
Advertising leadership often comes with a megaphone. The creative director walks in, drops a ‘vision’, and suddenly the room is orbiting around it.
I get it – there’s passion and a deep desire to see your idea come to life. But sometimes, that passion steamrolls the very people you hired for their creativity.
I’ve been guilty of this too. I’ve asked for ideas, then talked over them. I’ve said: “This is a safe space,” while unknowingly making it feel anything but. It’s not about having the best idea; it’s about making space for others.
Because brilliance doesn’t always come with a booming voice. It comes from the quiet one in the corner, still thinking, still processing. And if we don’t make space for that, we risk missing out on the kind of ideas that change everything.
Lost in translation – and accent
In the GCC, humility is prized. Don’t brag. Don’t interrupt. Don’t make it about you. Lovely values – until they collide with advertising’s loud, fast pace. For those raised to listen more than speak, ‘selling yourself’ can feel awkward.
Add to that the layers of language, hierarchy, and identity. English might not be their first language, but the ideas are just as sharp. Yet, in a room full of fast talkers and native speakers, hesitation can be mistaken for lack of insight.
I’ve been there. In my early years, I sat in meetings where I didn’t understand half the English accents flying around. I laughed along, hoping it wasn’t a joke about me.
Sure, a 90 per cent women team, but still not loud enough?
It’s ironic – we’re a 90 per cent women team, yet imposter syndrome still finds a way in. Even in female-majority teams, the conditioning runs deep. We second-guess, soften opinions, and sometimes wait for permission – even when leading the meeting.
I’ve seen brilliant women hold back just to avoid sounding ‘too confident’ or ‘too aggressive’. And while gender bias is real, not every moment needs a feminist monologue. I once sat in a meeting where two male leaders casually suggested a female voiceover for a cooking and cleaning product. One of them later felt the need to apologise. I wasn’t touched. I’m not easily stereotyped, and women don’t need to constantly defend our gender. Just be great and be confident. That’s the real power move.
The paradox is real: we’re surrounded by talent, yet still battling the internal voice that says, ‘Are you sure you belong here?’ And until we start challenging that voice – individually and collectively – we’ll keep missing out on the full power of our creative potential.
Speak up, take the mic, rewrite the room
Imposter syndrome thrives in silence. It thrives in rooms where ideas are filtered through fear; where leadership forgets to listen; and where culture quietly nudges people to shrink. But here’s the thing – advertising needs every kind of voice.
The loud, the quiet, the quirky and the contemplative. Especially in a region as rich and diverse as the GCC, creativity can’t afford to be one-note. So, yes, speak up, be heard. But leaders: listen up. Make space. Real space. Not the kind where you say, “Any thoughts?” while halfway through your own.
And to anyone still rehearsing their line in their head: take the mic. You belong in the room. You’re not an imposter – you’re part of the story. And it’s about time you helped write it.
By Stephanie Stephan, Executive Creative Director, Liquid Havas
