Neuromarketing and advertising: leadership challenges

Abstract

Introduction: This paper describes the skills and characteristics of leadership in the field of neuromarketing and advertising. Methodology: A literature review of articles and specialized studies has been carried out, focusing on the most relevant leadership theories. Results: Effective neuromarketing leaders combine a creative and strategic vision with a strong capacity for adaptation, fostering innovation and change management. In addition, they have deep market knowledge and communication skills to lead cross-functional teams. Discussion: Transformational leaders are best suited for this context, as they inspire their teams, promote autonomy and prioritize the personal and professional development of their collaborators. Conclusions: Neuromarketing leadership requires creativity, adaptability, market knowledge and communication skills. These aspects ensure the effectiveness of campaigns and organizational success.