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Leading with Emotional Intelligence: A Conversation with the ICOM Women in Leadership Group
Editor’s note: Emotional intelligence (EI) has long been recognized as a critical leadership skill, but for women leading advertising agencies, it is more than just a professional asset—it’s a strategic advantage. From managing high-pressure creative environments to fostering collaboration across global teams, EI empowers leaders to navigate complexity with empathy and decisiveness.
In this conversation, members of the ICOM Women in Leadership Group* share how emotional intelligence shapes their leadership styles, enhances team dynamics, and drives business success.
The Power of Emotional Intelligence in Leadership
For agency leaders, emotional intelligence extends far beyond self-awareness. It is the ability to read, understand, and manage both individual and group dynamics in fast-paced, high-stakes environments.
“Emotional intelligence is the ability to deeply understand and manage my emotions but also those of the people around me—whether they are team members, clients, or suppliers,” says Melissa Manthos of Switch, Malta. “In our industry, where creativity and deadlines often collide, EI helps us build trust, strengthen relationships, and lead with clarity.”
Annika Avikson of AD Angels, Estonia, emphasizes the importance of creating a motivating environment: “It’s about fostering communication, ensuring people feel valued, and keeping calm in the midst of a storm.”
Ashley Lewis of FARM, USA, adds a nuanced perspective: “EI is about balance—being attuned to emotions without being consumed by them, leading with empathy without always conceding, and making thoughtful decisions without hesitation.”
An Evolving Skillset: The Growth of EI Over Time
Emotional intelligence isn’t a static trait—it evolves with experience, reflection, and continuous learning.
“EI has been a lifelong journey for me,” shares Colette Fortin of KenCol Consulting, Canada. “I see it as being open to reflection, not striving for perfection.”
For Emma Keenan of ICOM Network, her international career played a pivotal role in shaping her EI: “Working in different countries and adapting to new languages forced me to rely on more than words. I learned to read body language, facial expressions, and unspoken cues.”
Annika adds, “As you grow, so does your emotional intelligence. You become more aware of yourself and, in turn, more aware of others.”
Real-World Applications: When EI Drives Business Success
EI isn’t just an abstract concept—it directly impacts business decisions.
Amanda Forgione of Morrison, USA, recalls a key moment: “I once announced that we made the finals of a pitch, expecting excitement, but was met with anxiety. It wasn’t the news itself, but the workload implications that worried my team. That moment reinforced the importance of listening, understanding concerns, and communicating with clarity.”
Melissa echoes this: “It’s a reminder to never assume reactions and always give space for open dialogue.”
Conflict Resolution & Cultural Adaptation
With agencies operating across diverse markets, emotional intelligence plays a crucial role in conflict resolution and cross-cultural leadership.
Natalie Cook of Olomana Loomis ICS, Hawaii, shares her structured approach: “We’ve developed ‘Conflict Norms’—guidelines rooted in EI that encourage direct yet constructive conversations. We also allow ‘permission to process,’ giving people time to think before responding in high-stakes situations.”
Kristy Rothenberger of Assemble Studio, Costa Rica, underscores the importance of cultural awareness: “EI is about understanding how your message will be received in different contexts. A leadership style that works in one region might not translate the same way elsewhere.”
Navigating Gender & Leadership with EI
Women in leadership often face unique challenges, and EI becomes an essential tool for navigating them.
“Managing work-life balance remains a challenge. There’s still the assumption that women leaders may be less committed to their careers, or that mothers might be less dedicated to their children because of work responsibilities” says Melissa. “EI helps me manage expectations—both mine and others’—while staying true to my leadership style.”
Kristy adds, “I believe women naturally excel in emotional intelligence, but the challenge is knowing when to dial it up and when to set firm boundaries.”Annika raises a thought-provoking point:
“Why do we say ‘female leader’ but just ‘leader’ for men? It’s a rhetorical question, but one worth asking.”
EI in a Globalized World: Leading International Teams
As agency networks become more interconnected, emotional intelligence helps bridge cultural and communication gaps.
“I grew up in a multilingual environment, which shaped my ability to adapt” says Melissa. “Cultural differences can create misunderstandings, but EI allows us to navigate them with sensitivity and clarity.”
Kristy agrees: “It’s about learning to meet people where they are, adapting communication styles, and ensuring alignment across diverse teams.”
Advice for Aspiring Leaders
For women aspiring to leadership roles in advertising, emotional intelligence is more than just a skill—it’s a competitive advantage. The leaders we spoke with emphasize three key areas for development: allowing yourself to be vulnerable, actively listening, and being adaptable.
Natalie highlights self-awareness as the foundation:
“Take the time to understand how your experiences, biases, and emotions influence your reactions and decision-making. Learn to regulate your emotions and stay composed under pressure.”
Kristy underscores the importance of active listening:
“It’s easy to assume we know what our teams need, but real leadership comes from listening first—without the intent to respond right away. When people feel heard, they feel valued.”
Annika advises embracing adaptability:
“No matter how well you plan, the world moves fast, and challenges arise. Emotional intelligence allows us to pivot with confidence, rather than reacting with fear.”
Recommended Resources
For those looking to deepen their understanding of emotional intelligence in leadership, the ICOM Women in Leadership Group recommends the following books, authors, and podcasts:
📖 Books
- Hidden Potential – Adam Grant
- Dare to Lead – Brené Brown
- Extraordinary Influence – Tim Irwin
- Crucial Conversations: Tools for Talking When Stakes Are High – Joseph Grenny
- Leaders Eat Last – Simon Sinek
🎙️ Podcasts
- WorkLife with Adam Grant
- Future Ready Leadership with Jacob Morgan
Each of these resources provides valuable insights into leading with empathy, navigating difficult conversations, and building resilient teams.
A Smarter, More Human Approach to Leadership
At its core, emotional intelligence is about leading with humanity. It is what allows agency leaders to foster innovation, build resilient teams, and navigate the ever-evolving challenges of the advertising world.
As these women leaders have demonstrated, EI isn’t just a ‘soft skill’—it’s a leadership superpower.
Meet the ICOM Women in Leadership Group ContributorsDrives Business Success
This article features insights from the following ICOM Women in Leadership Group members:
- Annika Avikson – AD Angels, Tallinn, Estonia
- Natalie Cook – Olomana Loomis ICS, Honolulu, Hawaii, USA
- Ellen Faulkner – Lewis Communications, Birmingham & Mobile, AL; Nashville, TN, USA
- Amanda Forgione – Morrison, Atlanta, GA, USA
- Colette Fortin – KenCol Consulting, Toronto, Canada
- Emma Keenan – ICOM Agencies, Paris, France
- Ashley Lewis – FARM, Buffalo, NY, USA
- Melissa Manthos – Switch, Birkirkara, Malta
- Brenda Moller – Provoking, Mexico City, Mexico
- Kristy Rothenberger – Assemble Studio, San José, Costa Rica
Together, these leaders are shaping the future of the advertising industry by leveraging emotional intelligence as a driving force for innovation, collaboration, and growth.
*Launched in 2023, the ICOM Women in Leadership Group connects female agency executives who have recently stepped into CEO or senior roles, alongside those with established experience in guiding organizations. This community offers a place where members across the leadership spectrum can share practical insights, tackle common challenges, and build stronger careers together.
