Anouschka Menzies, Co-Founder and Co-CEO of Bacchus.In challenging times, which we all experienced globally during the pandemic, a leader should be as present as possible for both their team and their clients. It is critical to provide additional senior counsel, supporting brands in their strategic planning, allowing them to pivot accordingly and positively.
At the same time, it is important to recognise that clients are often navigating their own internal pressures. Leadership teams are making decisions at pace, often with incomplete information. The role of an agency in these moments is to act as a steady partner, bringing perspective, experience and a measured view on risk. This is where trust is built, not through activity, but through considered advice.
Building internal resilience
At the core of our agency is the firm belief that we are only as good as the sum of our parts. Our teams are essential to our success, from the longest serving members to the most recently appointed, from the most junior to the most senior.
Therefore, in uncertain times, the first task is to create a supportive, composed environment internally. This benefits from a strong business. My partners and I have been mindful to build a global business over 27 years to ensure that in a global crisis we can weather the storm and our team feels secure.
A great deal of our thought is given to how a brand should present itself during a crisis, remaining relevant to its consumers but never tone deaf. It is through true partnership and clear communication that agencies can guide clients intensively during ever evolving circumstances.
Communications during crisis moments
There is often a temptation to withdraw completely during periods of uncertainty. In reality, silence can be just as risky as overexposure. The balance lies in understanding when to speak, how to speak, and what role a brand should play within the broader context. This requires careful judgement and a clear understanding of audience sentiment.
As businesses play the tape forward, agency leaders must look to consider the multiple potential outcomes on a daily, weekly and monthly basis and ensure that well considered scenarios are ready to action swiftly as things develop. This level of preparedness requires close alignment across teams. Communication internally must be as clear as externally, ensuring that everyone understands both the strategy and the rationale behind it. Without this, even the best plans can falter in execution.
It is equally important to recognise the impact that uncertainty has on individuals. Teams look to leadership for reassurance, but also for realism. Being transparent, acknowledging challenges and maintaining consistency in approach all contribute to building confidence over time.
Most importantly, as a leader, remain calm, well informed and analytical to provide the support and counsel required for both teams and clients. In uncertain times, clarity and consistency are what people look for, and what they remember long after the moment has passed.
By Anouschka Menzies, Co-Founder and Co-CEO of Bacchus.
