Redefining Leadership in Digital Agencies, the Humble way
In a world where organizations are constantly changing, emotional intelligence has become one of the most sought-after soft skills in leadership. Allowing leaders to understand and manage their own and others’ emotions promotes a positive and productive work environment giving leadership a more human touch.
In our visit to Humble, a multi-awarded digital agency in Athens, we not only had the opportunity to see exactly how leaders work in roles we aspire to by talking with Marianna (Head of Client) and Ioanna (Head of Creative) but also to observe how emotional intelligence shapes leadership and company culture. This visit was part of the Job Shadowing Assignment for the “Leadership and Emotional Intelligence” course at Panteion University, led by Mrs. Dimitra Iordanoglou.
From the first moment we sat in on a campaign meeting (or simply a “Call”), we noticed that emotional intelligence (EI hereafter) translated into greater flexibility, better conflict management, and stronger team cohesion. We heard team members recognize the good work of their colleagues twice in one meeting (!). In another meeting with the Head of Client and department Team Leaders openly share their concerns and complaints without facing criticism, instead demonstrating a willingness to solve issues together or simply express their perspectives.
EI plays a crucial role in various types of leadership. Above all, leaders who show a real interest in the well-being of their employees and their development embrace the Servant Leadership type of leadership. EI is also necessary in Participative Leadership, in which employee participation in decision-making is encouraged and it characterizes Transformational Leadership in combination with vision and mobilization. After discussions with the two managers and other employees, we concluded that a mix of transformational and servant leadership is promoted in the Client and Creative departments.
Leadership Styles Characterised by Empathy Defined:
- Transformational Leadership: Leaders inspire and mobilize their team toward common goals.
- Participative Leadership: Employee participation in decision-making is encouraged, promoting a sense of ownership and commitment.
- Servant Leadership: Leaders show concern for the well-being of their employees by creating an environment of trust and open communication.
Humble, an innovative digital agency founded 13 years ago and based in Athens, is notable for its leadership diversity, with nearly all leadership positions held by women. The company stands out for the integration of its creative and performance departments, which is uncommon in the traditional agency model where rivalry between these departments is typical, as Ioanna explained. This interconnection was an important innovation at its inception (by Christos Xydas, the founder), fostering a culture of cooperation and flexibility, where every employee feels significant and “not just a cog in the machine,” as Marianna put it.
The company is characterized by friendly and equal treatment at all levels, with no apparent hierarchy in interactions between leaders and their teams. We concluded that communication is not only open and friendly but also interdepartmental and horizontal. Finally, flexibility is a hallmark of their working environment, with 50% of the work year being hybrid, and arrival times varying from 9 to 10:30 AM. Employees are even allowed to bring their pets to work, as long as they give a heads-up in advance.
Meet Marianna
Marianna Thomadaki has been working as an Account/Client Manager at Humble for the past three years. She studied in the Communication, Media and Culture department at Panteion University and continued her postgraduate studies in Digital Asset and Media Management at King’s College London. In London, she worked for about five years before returning to Greece. Before joining Humble, she worked for about a year at a more traditional agency compared to her experience in London. At Humble, Marianna leads a team of 16 people who handle both the strategy and planning for the department.
“A great difficulty of being a leader, beyond your stress, is carrying the pressure of the whole team on your shoulders. That’s why these positions can be very lonely, because while the team members can complain to each other, we must always be the ones ‘pulling’ others, with no one to pull us.”
Marianna serves as a balancing force between the efficiency and profitability of the company and the human factor. By communicating with team members, she seeks to adapt the team to the particular needs of each member while remaining committed to the company’s goals. Empathy is the key component of the well-being of both employees and the company. And what does empathy look like on her part? “One way is through rewards, both words and actions. We have a monthly bonus to show appreciation when someone has put in great effort. Similarly, when team members have to stay late for filming, they get time off or can come in later the next day. A key part of showing empathy is listening to the other person and understanding their needs, not just waiting to talk. You can also ask: ‘What do you need from my end?’ ”
The advertising space is constantly changing, and Marianna shared some tips for our best preparation. Perception is one of the most important soft skills, but in the sense of being active and informed from various sources: “Have lots of stimuli from music, theatre, movies, social media, and be open, absorb information. Those who excel in practice and get hired are those who take initiative and are proactive.”
Meet Ioanna
Ioanna Maragoudaki is the Director of Creative at Humble and has been working at the company for almost seven years. The creative department is responsible for developing campaign ideas and their implementation, which requires adaptability to new ideas and imagination. Although she comes from a background in sociological studies, she found her calling in the creation and production of ideas. According to a McKinsey article on the necessary traits and skills of the future, her strengths are her empathy, ability to multitask, adaptability, ego-free leadership, and continuous learning. Balance is of great importance to her, as managing human relations with constant communication with both the client and the team is essential for a successful partnership.
“I want my team members to feel that anyone who works hard and cares will move up, whether they stay at the company or move on to new challenges. The sky’s the limit.”
She advises anyone who wants to pursue a career in the creative field not to be afraid to experiment with different approaches and to maintain a playful attitude: “Don’t take things too seriously,” she told us. All members of an organization must also behave with compassion toward others, as she informed us that there is no place for a “torture to see returns” type of leader mentality. The only effect this will have is to create an army of toxic workers who will be miserable.
“I want them to know that they can talk freely about anything that’s bothering them, and that’s exactly what builds trust.”
For both Marianna and Ioanna, EI is a skill that is practised and honed over time and is essential for a modern leader to protect the well-being of employees and the business.
Would you like to watch the interviews or reels we made at Humble? Visit our Youtube channel here!
Infinity Team Members
and I. :)
