What resilience means for brands right now

What does brand resiliency mean in a polycrisis? Fast Venture's Wade Eagar shares a four-phase framework for marketers to navigate geopolitical and economic uncertainty with astute crisis planning. Hosted by WARC's Catherine Driscoll.

Guests:
Wade Eagar, Chief Strategy Officer, FAST Ventures
Catherine Driscoll, EMEA Commissioning Editor, WARC

Chapters:
00:00 – Intro: How to navigate crisis - a four step framework
01:38 – Why stopping advertising in a crisis is a strategic mistake
03:37 – The hidden cost of going dark on market share and brand salience
05:22 – Why crisis marketing in the Middle East is different
07:43 – Pressures on CMOs: uneven impact and the HENRY consumer split
11:41 – Lessons from COVID: Talabat and Careem resilience case studies
14:31 – Phase 1: ASSESS – What to do in the first 24–48 hours of a crisis
18:36 – Phase 2: ADAPT – Fixing tone, messaging and usefulness to consumers
24:50 – Phase 3: ACT – Maintaining brand presence, not just volume
27:11 – Phase 4: ACCELERATE – Leading indicators to invest ahead of recovery
28:49 – B2B vs B2C, the CMO’s remit and one action to build resilience today

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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