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The final quarter is always a demanding period for the marketing industry. Campaign delivery continues at pace while client events, planning cycles and end of year commitments all build at the same time. Creativebrief’s latest article explores how leaders can support their teams through this period and features insight from our MADtech Practice Director, Alex Humphries-French.
Alex notes that while Q4 pressure is not new, the scale has changed. The appetite for in-person events has returned in full, with marketers delivering everything from breakfast briefings to senior roundtables alongside day-to-day work. This creates a busy season that many leaders experience without acknowledging the strain.
In his contribution, Alex highlights the importance of treating internal teams with the same level of understanding that shapes our client work. Leaders have different working styles and different energy levels. Some thrive in large, fast-paced settings. Others contribute best in smaller, more focused environments. Effective support means recognising these differences and creating conditions where people can participate in a way that works for them.
He also points to the value of rest. Teams that enter January with a clear plan and time to reset are more likely to approach the new year with focus rather than fatigue. This sets the tone for stronger performance in the early months, which are often quieter and provide space to build momentum.
Seasonal pressure is unavoidable, but how we support one another through it shapes culture and long-term effectiveness.
Read the full article on Creativebrief to explore the discussion in full.