Emotional Intelligence Unlocked: Building Trust and Creativity with Authentic Leadership

I’ve always believed the creative industry thrives on the spark of genuine human insight and the originality we all bring to the table. We feed off each other’s curiosity and sense of wonder, pushing boundaries that lead to great creative. And there’s one element that ties all of this together in a truly transformative way: authentic leadership — that guiding light that uplifts and empowers people to bring their very best. When you’re leading a team of designers, writers, or any other discipline, authentic leadership can mean the world of difference between producing ‘ok’ work and creating something extraordinary.

Early on in my career, I had a rude awakening to what poor leadership looks like in the creative industry. I was young, buzzing with ideas and enthusiasm, only to land under a creative director who favoured an old-school, top-down leadership style. They ran the show with rigid hierarchies and seemed to think authority meant shutting people down rather than empowering them. Some creatives were strong enough to endure the effing-and-blinding and berating of their creative work. Not me. My enthusiasm took a nosedive. I didn’t dare propose any bold ideas or take creative risks for fear of rocking the boat. And when it was time to get our work infront of the CD, the atmosphere was tense, like walking on eggshells — everyone felt it. This kind of fear-based leadership doesn’t just stifle creativity; it sucks the life out of a team.

That disappointment, although it was painful, was invaluable to me. I saw firsthand how a lack of emotional connection and trust can choke the very creativity we’re meant to nurture. Fast forward a few years, and lucky for me I had spent some time around amazing leaders, who truly set the bar for authentic leadership. So when guiding my own creative teams I made the conscious decision to embrace an open, honest, and empathetic approach. I wanted to create a space of psychological safety, where people felt free to experiment and take risks without the dread of being shot down.

Embracing emotional intelligence became my guiding principle. The art of reading a room, recognising different personality types, different creative, learning and communication styles, and responding with empathy (not defensiveness). Rather than just giving direction, I asked questions. I listened to my team’s experiences, paid attention to how they communicated, and did my best to respond with openness. I was honest about goals, challenges, and even mistakes, and by showing up as my real self, it signalled to others they could do the same. It’s amazing how quickly barriers come down when people sense they’re being heard. When you genuinely tune in to emotions — both your own and those around you — creativity flourishes because everyone feels respected and safe. 

Naturally, this isn’t always a tidy process. Creativity can be chaotic, and there are days when the best ideas come from collisions of conflicting viewpoints. But that’s where the magic happens: people bounce off each other, refine concepts, and land on something that resonates more profoundly than any one person’s initial brainstorm. That creative messiness just wouldn’t happen without respect and safety.

One of the biggest ‘a-ha’ moments in my leadership journey was realising the value in admitting I don’t have all the answers — nothing shatters trust like pretending to know it all when you don’t. Instead, “I’m not sure, let’s explore it together” creates a much more open environment. Then constructive feedback creates a sense of ‘we’re in this together’, rather than a top-down directive, and the feeling of teamwork is greater than ever. 

Why does all of this matter so much right now? Authentic leadership matters for everyone. But it’s so relevant now because younger generations entering the creative industry are extremely quick to spot inauthentic leadership. They’ve grown up in a world where brands and public figures are constantly scrutinised for their honesty (or lack of it). They crave genuine representation and honesty, and that expectation extends to the workplace. When a creative team feels heard and valued, the work they produce is not only more creative and more authentic, but it also resonates more strongly with audiences who want that same authenticity in everything they consume. It runs all the way down the line.

If I were to share a handful of practical tips with anyone leading a creative team, I’d say: listen, really listen, to your team, and invite their input in meaningful ways. Celebrate all contributions, whether they’re huge breakthroughs or small details that add up to a bigger success. Be transparent about challenges, even when it feels uncomfortable, and most importantly, remember that authentic leadership isn’t about showing off some perfected persona. It’s about leaning in to who you are, caring deeply, taking responsibility, and making room for others to shine. Authentic leadership isn’t a one-time solution either; it’s an ongoing commitment to honesty, empathy, and growth. When you embrace it, you’ll see it reflected in the work you and your teams produce and in the genuine relationships you build — all of which lie at the heart of a truly dynamic creative industry.

Christie Gray, Creative Director + Design Lead, OVO