Abstract
This study compares the experiences of creative women leaders (creative directors) and non-leaders (copywriters and art directors) through the lens of transactional and transformational leadership by exploring their lived experiences within advertising agencies in S & atilde;o Paulo, Brazil. Twenty-eight in-depth interviews were conducted, and the data was analysed using a reflexive thematic approach. Three main themes emerged as impediments to women's professional advancement: motherhood, leadership style and colleagues' perceptions of creative women leaders. These findings reveal that women creative leaders in S & atilde;o Paulo face heightened levels of scrutiny and guilt, which arise due to machismo thinking, and the dominance of the boys' club in advertising agencies. These pressures are exacerbated by a transactional leadership system, a model that is prevalent across creative departments in S & atilde;o Paulo. Creative women leaders are expected to conform to this leadership style to survive in agencies. However, a contrasting transformational leadership style has begun to emerge, characterized by empathy, inclusivity and collaboration. This approach fosters a supportive environment where all voices are heard and valued, offering a sharp contrast to the transactional model prevalent in the industry. The transformational leadership approach seeks to empower creative women and create a more inclusive and non-toxic workplace.