Mentoring vs. Coaching vs. Counselling: What Today’s Ad Leaders Actually Need

Leadership support is everywhere, but often misused.

Ask a leader if they’ve had a mentor, coach, or counsellor and they’ll usually say “yes.”  Ask them if they know the difference and… silence.

Yet, knowing when to use each form of support isn’t about labels, it’s about leverage.

Breaking it down:

Why it matters:

The confusion creates risk:

• Coaches giving too much advice, turning into “mentors in disguise”

• Mentors diving into trauma territory they’re not equipped to handle

• Leaders expecting coaching to fix what requires therapy

And the impact isn’t small:

• According to the International Coaching Federation, over 50% of coaching engagements fail to deliver results when the scope isn’t clearly defined

• A 2023 Deloitte study found that 70% of executives report unresolved stressors spilling into decision-making, often because they sought “coaching” when counselling was actually required

• Misaligned support contributes directly to leadership burnout and premature exits, which Gallup estimates costs organisations 1.5–2x annual salary per leader lost. 

How we handle it at True North:

• We coach for clarity, resilience, and leadership impact

• We mentor when shared industry insight is needed

• We refer for counselling when deeper emotional support is required

Because getting the right kind of help at the right time isn’t a luxury, it’s leadership intelligence and strong self awareness (and acceptance).

The real risk is this:

Leaders who can’t tell the difference between mentoring, coaching, and counselling, probably need all three.

And in advertising and marketing, where clarity is currency, mismatched help doesn’t just cost you; it costs your team, your culture, and your career.  Getting the right kind of support isn’t optional anymore.   It’s leadership intelligence.