Disruption is your new reality

It seems just about every major marketer and agency holding company is undergoing some form of major transformation or restructuring exercise. In this state of turmoil, how can team leaders secure, even accelerate their careers?

Disruption – the new normal

The business landscape you navigate—whether steering an agency or leading a brand—is in constant flux. Consumer behaviors shift rapidly, technological advancements like AI reshape strategies, and organizational restructurings test your adaptability. According to Gallup, 72% of employees experienced disruption in the past year, but for advertising executives and marketing leaders, this isn’t a statistic—it’s the daily challenge. Budgets tighten, teams realign, and the C-suite is watching.

What’s more, Gallup’s research suggests that disruptive change is hitting some harder than others. Leaders and managers are 56% more likely to experience extensive disruptive change in their organization than individual contributors.

This isn’t a temporary hurdle; it’s the new normal.

To lead (or to follow) the disruption challenge?

Yet within this upheaval lies opportunity. For those in advertising and marketing, disruption can be a catalyst—to strengthen teams, deliver results, and advance your career.

The question isn’t ‘if’ disruption will happen, but ‘how’ you respond to it – dare I say, how you get ahead of it! Keeping ‘ahead of the curve’ requires a vision of the future. Translating that vision into a day–to–day business reality, means disruption of some kind.

“The disappearance of CMO roles is a key theme today. After revealing nearly a quarter of brands have cut senior marketers from teams and not replaced them..”

Marketing Week 12 March, 2025

The winners? Leaders who don’t just ride the chaos but wield it to build killer teams and catapult their careers. Disruption is not your enemy; it’s your new CMO.

One of the surest and most constructive ways to lead and manage disruption is by leveraging the teams around you.

7 steps to turn chaos into gold

Whether you’re pitching campaigns or approving them, you can harness disruption to build influence, accelerate your career growth, and create resilient, high-performing teams. Here’s a 7-step framework to explain how;

1. Lead with clarity in uncertain times

When disruption strikes—be it an unexpected competitive manoeuvre, client cutting spend, an agency restructuring, or a new privacy regulation—your team looks to you for direction. Strong leaders don’t just pass along updates; they provide context and purpose. Explain why the change is happening, what it means for the business, and how to move forward. In a recent article, we proposed four critical leadership traits critical in an uncertain world.

• Break it down: Translate complex shifts—like a pivot to new media channels or a reduced headcount—into clear, actionable priorities.
• Take ownership: Step up to address high-stakes challenges, whether it’s reworking a campaign or aligning a brand’s strategy. Visible leadership builds trust and influence.

2. Build teams that adapt to anything

Your success hinges on your team’s ability to perform under pressure. Whether you’re an agency exec managing creatives or a marketer overseeing a brand’s in-house unit, a team that embraces change is your foundation.

• Prioritise adaptability: Recruit and develop talent who view challenges—like shifting consumer trends or tighter timelines—as opportunities to innovate.
• Foster open dialogue: Encourage an environment where questions and calculated risks are welcomed. A team that adapts quickly strengthens your ability to deliver.
• Bridge silos: Promote collaboration across departments or between agency and client teams to solve problems faster and drive cohesive outcomes.

3. Seize opportunities in the gaps

Disruption creates openings—unmet needs, unclaimed roles, untapped potential. Whether you’re pitching a bold campaign or redefining a brand’s market position, this is your moment to stand out.

• Step into leadership voids: When change leaves uncertainty, take initiative—lead a cross-functional project or propose a solution others overlook.
• Align with priorities: Focus on initiatives that matter most, like optimizing a media mix or streamlining a client approval process, to demonstrate tangible impact.
• Drive the agenda: Anticipate what’s next—be it a new platform or a market shift—and position yourself as a proactive leader.

4. Amplify your impact through visibility

Results matter, but so does recognition. In times of change, ensuring your contributions are seen—by key partners, stakeholders and C-suite —is critical.

• Communicate strategically: Share progress with decision-makers, whether it’s a campaign’s early wins or a brand’s resilience in a downturn.
• Highlight team success: Showcase how your group navigated a challenge—like a last-minute brief change or budget cut—to reinforce your leadership.
• Establish expertise: Offer insights on managing disruption, internally or at industry forums, to solidify your reputation as a thought leader.

5. Stay resilient and forward-thinking

Career growth during times of disruption isn’t just about strategy—it’s about mindset. Those who remain adaptable, forward-thinking, and solution-oriented will always be in demand.

• Keep learning: Stay ahead of trends—AI tools, evolving media landscapes, or consumer data shifts—to maintain your edge.
• Focus on what you control: Prioritize execution and influence over external uncertainties, like market fluctuations or client demands.
• Reframe challenges: View each obstacle as a chance to demonstrate your capability, whether to a client or your board.

6. Empower your team to act

Control stifles progress in a crisis; autonomy fuels it. Whether you’re directing an agency pitch or a brand’s rollout, trust your team to take ownership.

• Encourage initiative: Allow individuals to tackle projects—like a rapid campaign adjustment or a new customer insight—without constant oversight.
• Enable flexibility: Adopt agile approaches so your team can pivot quickly, whether responding to client feedback or market changes.
• Build confidence: Show faith in their decisions to boost morale and accountability, amplifying your collective impact.

7. Sustain momentum with recognition and growth

Disruption can drain teams, whether they’re crafting campaigns or managing brand priorities. Keeping them engaged ensures long-term success.

• Acknowledge effort: Celebrate milestones—like a successful launch or a tight-deadline delivery—to maintain motivation.
• Invest in development: Provide opportunities, such as training on emerging tools or exposure to strategic projects, to retain talent.
• Position change as opportunity: Help your team see disruption as a path to growth, not a barrier, aligning their goals with yours.

Disruption – a career accelerator

Disruption isn’t the enemy—it’s the playing field where today’s top leaders are made. Those who embrace change, build high-performing teams, and position themselves as indispensable problem solvers will not only ‘survive’ disruption but will use it as a launchpad for career acceleration.

Those who communicate with purpose, build adaptable teams, and deliver results amid uncertainty don’t just endure—they excel.

Take one step from this framework and apply it this week—whether it’s clarifying a priority for your team or pitching a bold idea to a client.

Disruption isn’t a threat; it’s your platform to lead. How will you use it?