As brands across the Middle East navigate an increasingly complex and fast-moving environment, a recent roundtable hosted by AUTHORITY by AVANTGARDE brought together more than 50 marketing professionals and industry leaders from across the UAE, wider GCC and international markets to address a timely question: how should brands communicate during periods of crisis?
The session, led by Kubi Springer, Head of Agency at AUTHORITY by AVANTGARDE and Global Marketing Director at AVANTGARDE, convened industry professionals across agency, brand and consultancy roles, reflecting both regional and global perspectives. The objective was not only to analyse the current landscape but to create a space for marketers to exchange practical approaches, challenges and shared experiences in navigating uncertainty.
At the centre of the discussion was a tension many brands are currently facing in real time: whether to pause communications entirely or remain present in the market. The outcome of the session pointed towards a clear direction, communication should not stop, but it must evolve.
Need for brands to shift from campaigns to connection
One of the defining themes to emerge from the discussion was the need for brands to move away from campaign-led thinking towards more human, responsive communication.
In periods of uncertainty, pre-planned messaging can quickly feel out of step with audience sentiment. As a result, brands are increasingly being challenged to reassess not just what they are communicating, but whether their messaging reflects the emotional context their audiences are experiencing.
“It’s really important that during these times that we use it as a moment to be able to really show the values that we carry as brand builders,” Springer said.
The conversation highlighted a broader shift in expectation: audiences are more sensitive to tone, intent and relevance than ever before. Communication that feels overly commercial or disconnected from reality risks undermining trust, while messaging grounded in empathy and awareness can strengthen long-term brand credibility.
Lead with values, not visibility
A key takeaway throughout the session was the importance of returning to core brand values.
Rather than viewing crises as interruptions to marketing activity, professionals discussed how these moments act as a test of brand character. The brands that resonate most are those that prioritise people over promotion, using communication as a way to demonstrate understanding rather than drive immediate conversion.
“Lead with humility, not with marketing,” Springer said. She also reinforced the need for brands to communicate on a human level, rather than through a purely commercial lens: “After all, it’s humans that build brands, not logos.”
Why brands must pause, reassess and adapt
With many brands operating on structured calendars and pre-planned campaigns, the discussion emphasised the need for greater agility.
Rather than continuing with business as usual, brands were encouraged to pause and reassess their communication pipelines, reviewing scheduled content, media activity and messaging through the lens of current events.
In practice, this does not necessarily mean stopping communication altogether, but adapting tone, timing and messaging to better reflect the moment.
This is particularly relevant in markets such as the UAE, where sentiment can shift quickly and brands are expected to respond with both speed and awareness.
Internal clarity before external messaging
Another important theme was the role of internal communication.
While much of the focus in times of crisis is placed on external messaging, the discussion highlighted the importance of aligning internal teams first. Employees play a critical role in shaping brand perception, particularly in relationship-driven markets like the Middle East.
Ensuring that teams are informed, supported and aligned allows brands to communicate more consistently and credibly across all touchpoints.
Action over statements
Beyond communication, the roundtable reinforced the idea that brand credibility is ultimately defined by action.
In an environment where audiences are increasingly sceptical of performative messaging, there is a growing expectation for brands to demonstrate tangible support, whether through operational changes, community initiatives or customer-focused adaptations.
The discussion pointed to a broader shift in how purpose is perceived: not as something communicated, but something demonstrated.
“Action speaks louder than statements,” Springer said. “Because ultimately, people will still buy if they believe in you… when they stop trusting you, they stop buying from you.”
Tone matters more than frequency
Another critical takeaway was the role of tone in shaping perception.
While brands often focus on maintaining visibility, the discussion highlighted that how something is communicated carries more weight than how often it is communicated.
“During a crisis, brands often worry about saying the wrong thing, but the real risk usually lies in the tone,” Springer said.
In moments of uncertainty, calm, clear and human messaging is more effective than highly polished or overly corporate communication. Simplicity and authenticity were seen as key drivers of trust.
Balancing immediate response with long-term thinking
While much of the conversation focused on navigating the present moment, there was also a strong emphasis on planning ahead.
With campaigns delayed, budgets under pressure and timelines shifting, brands were encouraged to think beyond short-term adjustments and consider how they will position themselves for recovery.
This includes developing parallel strategies: one for managing current conditions, and another for future growth. In a resilient market like the UAE, where recovery cycles have historically been strong, this dual approach is seen as essential.
A defining moment for brands and leadership
Ultimately, the roundtable positioned the current climate as a defining moment for brands operating in the region.
Across the discussion, one theme remained consistent: audiences are not expecting brands to have all the answers, but they are expecting awareness, empathy and authenticity.
Because while campaigns can be paused or adapted, trust is built, or lost, in real time. And how brands choose to respond now will shape how they are perceived long after the moment has passed.
