Industry Updates
Magazine
Brand Story
Press Release
BLOGS
When creativity reigns supreme, and innovation is the currency in advertising, Petra Mc Cardle stands out not just as a visionary leader but as a beacon of inspiration. As the CEO of Wetpaint, an acclaimed ad agency making waves in the industry, Petra’s journey is not just about business success but also about the profound impact of prioritising people – both in her professional and personal life as a single mother raising two boys.
Strength and Ambition
Petra’s roots trace back to Johannesburg, where she was born and raised in a family of five siblings. It was a household where gender norms were challenged early on, as Petra, surrounded by brothers, learned the invaluable lesson that capability knows no gender. “I also wanted a career, I wanted to lead, and not play 2nd fiddle like my grandmother, mother, and aunts before me,” Petra recalls, echoing the determination that would shape her future endeavors.
Her journey into the world of advertising began with a fervent passion for creativity. From dancing to painting to martial arts, Petra’s early years were defined by her desire to create and evoke emotion. This passion led her to dive headfirst into the advertising industry, starting as a Junior graphic designer and swiftly climbing the ranks to become a Creative Director at the tender age of 23.
A Vision Unveiled
At 24, Petra took a bold leap and founded Wetpaint, driven by an unwavering belief in charting her path. Over the years, her vision has evolved beyond just creating magnificent work to fostering an environment where her team can thrive and grow. “I enjoy growing everyone in my organization to be the best version of themselves,” Petra emphasizes, highlighting her commitment to nurturing talent and fostering a culture of collaboration and innovation.
But Petra’s journey as an entrepreneur isn’t without its challenges. Balancing the demands of a thriving business with the responsibilities of single motherhood requires meticulous planning, unwavering resilience, and a steadfast commitment to priorities. “When something is important to you, you find the time for it – it’s about priorities,” Petra asserts, encapsulating her approach to managing the delicate balance between work and family life.
Lessons in Leadership
Central to Petra’s leadership philosophy is the belief that prioritization is key to success. By setting boundaries, delegating tasks effectively, and surrounding herself with a reliable support network, Petra ensures that neither her personal nor her professional commitments suffer. “You find the time for what is important to you – if you don’t, it can’t be that important!” she quips, underscoring the importance of aligning actions with values.
Petra’s leadership style is marked by openness, transparency, and a staunch commitment to fostering a positive work environment. Unlike her previous experiences with office politics and negativity, Petra strives to create an atmosphere where every voice is heard and valued. “I vowed to make my environment as open and candid as possible,” Petra reflects, showcasing her dedication to building a workplace where collaboration thrives and innovation flourishes.
A Legacy of Inspiration
Petra McCardle’s journey with Wetpaint is a testament to the transformative power of prioritizing people. From a budding creative to a pioneering CEO, her story reflects resilience, determination, and unwavering commitment.
Love drives Petra’s passion for fostering a supportive work environment, pushing boundaries, and grounding her in family. In business, love motivates her to prioritize integrity, empathy, and values, infusing purpose into every action at Wetpaint. As Petra continues to lead, her message to entrepreneurs is clear: prioritize ruthlessly, stay true to your values, and embrace the power of people. Her legacy exemplifies the transformative force of love in business and life.
