Through the Fog

Leading in ambiguous times

The meeting started with a quick check-in on deliverables for a public health campaign. But halfway through, Caroline Geraghty saw that the numbers the creative team needed doubled overnight. The ripple effect was immediate. There were more assets to produce. More vendors to brief. Tighter timelines.

While the crush of what Geraghty saw in front of her would have stressed other marketers, she didn't flinch. Weeks earlier, Geraghty, an Internal Account Manager at 110 North The Creative Agency, had mapped out the project with meticulous care. Crafting her strategic approach, she built a centralized hub, creating integrated feedback loops, and aligning every internal and external player on the campaign's mission. The work she put into the preparation meant when the ask expanded, the team could pivot without panic—and without sacrificing quality.

"Because we had aligned the supply chain early, we were able to scale without compromising," Geraghty recalls. "It was a flexibility built on strong initial setup and collaborative communication."

Geraghty's story of what happens when marketers must lead through the haze of what can, at times, be unpredictable circumstances, is a small but telling example of why marketers cannot afford to guess their way forward. While the path may not be clear, how you lead through the fog can determine whether your team emerges stronger or stuck.

For Geraghty, resilience starts with productivity through effective communication. "I begin by aligning all stakeholders on purpose: What are we solving for, who are we speaking to, and why now? From there, I use tools like Monday.com to visually map out milestones, dependencies and responsibilities, creating both structure and transparency across the supply chain."

Her biggest challenge is when there is misalignment—not just on timelines, but on values and communication norms. She tackles it with what she calls the CORE+ method:

Centre & Check-in — Ground the team in the campaign's purpose and current phase

Observe with Curiosity — Identify friction without blame

Reflect to Connect — Translate feedback into shared understanding

Express with Compassion — Set expectations with clarity and respect

Empower through Commitment — Co-create solutions and integrate next steps

Geraghty also believes consistency is born from clarity and connection. She maintains a central source of truth—a living brief or campaign hub—and layers in reviews to ensure cohesion. "When teams feel seen, heard and informed, they take more ownership of quality. Your execution chain is only as strong as the trust you build along it."

Anchoring in Values

When chaos hits, as it sometimes is prone to do, Tim Berney doesn't pretend to have all the answers, but he makes sure his team knows what's true. He is a firm believer that clarity is more important than certainty.

"I anchor the team in what we stand for, who we serve and what great work looks like," says Berney, CEO of VI Marketing and Branding. "At VI, that means leading with our values: integrity (Honourable), showing up for each other (Dependable) and leaning on both smart strategy (Smart) and original thinking (Creative)."

Berney refers to these values often, especially when the ground feels like it is shifting. "You don't need to have every detail figured out, but you do need to give people something solid to hold on to. If something is not working, we fix it. If a better way shows up, we try it."

That philosophy is built by creating a culture where it's safe to be wrong, and encourages experimentation and learning. Take artificial intelligence (AI) and automation, multipliers Berney uses for audience segmentation, personalization and predictive insights. "We innovate constantly, but we also protect the soul of the brand."

Berney is no stranger to navigating storms. For example, when a major leadership transition at VI exposed a culture of "fear-based politeness" that stifled honest feedback, he and his team rebuilt from the inside out—introducing new communication standards, retraining staff and modeling transparency. The end result was three consecutive record-breaking years.

"You have to zoom out and hold steady to your purpose and vision," Berney says. "Create a culture where people feel safe to take risks, fail and learn. Resilience grows where people feel valued and engaged. Keep the energy and connection alive, even through hard times, because resilience grows in environments where people feel valued and engaged. Ultimately, it's this combination of purpose, adaptability and culture that keeps teams motivated and focused no matter the external pressures."

In the end, in uncertain times, leadership isn't about having all the answers—it's about giving your team clarity, connection and the confidence to move forward. When purpose, adaptability and trust guide the way, even the fog becomes navigable.

5 Ways to Lead in Ambiguous Times

1. Anchor in Purpose — Remind your team why the work matters. Values and mission statements aren't fluff—they steady the ship when everything else feels uncertain.

2. Build Flexible Structures — Use tools and briefs to create clarity, but leave room to pivot. Rigidity breaks under pressure; flexibility adapts.

3. Overcommunicate — Silence fuels ambiguity. Fill gaps with updates, check-ins, and transparency—even if the message is simply, "We're still waiting for clarity."

4. Normalize Experimentation — Make testing and iteration routine. Celebrate lessons learned as much as wins to build a culture that embraces change.

5. Protect the Human Element — Tools matter, but people drive results. Keep connection and trust at the centre of your leadership.