Southpaw’s zoom panel explores why adopting the mantra of ‘keep calm & brand build’ will ensure your brand thrives in a crisis.

1. SOUTHPAW/KEEPCALMANDBRANDBUILD
Southpaw’s Zoom panel explores why adopting the mantra of
‘Keep Calm & Brand Build’ will ensure your brand thrives in a crisis

2. SOUTHPAW/KEEPCALMANDBRANDBUILD
WELCOME
Niki Macartney
Strategy Director
Southpaw
Imaad Ahmed
Head of Advisory, EMEA
WARC
Orlando Wood
Chief Innovation Officer
System 1

3. SOUTHPAW/KEEPCALMANDBRANDBUILD
“MARKETERS HAVE PANICKED AND PIVOTED
THROUGH THE LAST 100 DAYS, BUT OUR
MANTRA FOR A BRIGHTER FUTURE IS
‘KEEP CALM AND BRAND BUILD’.”
“WHAT DO YOU THINK OF THAT
STATEMENT?”

4. SOUTHPAW/KEEPCALMANDBRANDBUILD
“THE ONE NUANCE MANY MARKETERS
WILL BE WORRIED ABOUT IS BUDGETS.”
“BUT LOOK AT OTHER LEVERS TOO TO MAINTAIN
VISIBILITY, LIKE CUSTOMER EXPERIENCE, PR,
PARTNERSHIPS AND COMMERCE.”

5. SOUTHPAW/KEEPCALMANDBRANDBUILD
“THE KEY TO ELICITING THAT EMOTIONAL
RESPONSE IS CREATIVITY. ASIDE FROM
SIZE, IT’S THE MOST IMPORTANT THING TO
BUILD YOUR BRAND IN THE LONG TERM.”
“WE HAVE AN OPPORTUNITY TO TAKE
STOCK. WE NEED TO THINK ABOUT
HOW TO MAKE ADVERTISING BETTER
AT ATTRACTING ATTENTION AND
ELICITING EMOTIONAL RESPONSE.”

6. SOUTHPAW/KEEPCALMANDBRANDBUILD
“ADVERTISING HAS BECOME UNILATERAL,
WE’RE NOT REFERENCING THE THINGS
THAT ATTRACT AND SUSTAIN INTEREST -
CHARACTERS, HUMAN INTERACTION,
PARODY AND PASTICHE.”
“There’s a case for re-engineering the
right kind of creativity - namely the
kind which appeals to the open,
emotional and connected right brain.”

7. SOUTHPAW/KEEPCALMANDBRANDBUILD
“THEY ARE THE THREE EMPERORS OF
ADVERTISING: MENTAL AVAILABILITY, THE
FEELING YOU GET ABOUT A BRAND, AND
RAPIDITY OF RECOGNITION. ESTABLISH
THESE THREE HEURISTIC PRINCIPLES SO
YOUR CUSTOMERS CAN MAKE QUICK AND
EASY DECISIONS IN YOUR FAVOUR.”
FAME
FEELING
FLUENCY

8. SOUTHPAW/KEEPCALMANDBRANDBUILD
“ADVERTISING WAS ALREADY IN
CRISIS BEFORE IT WAS IN A
CRISIS. WE NEED TO THINK ABOUT
HOW WE BRAND-BUILD BETTER.”
“COMPANY CULTURE IS IMPERATIVE TO GET BACK
TO BRAND BUILDING AND GROWTH. LONG TERM-
ISM SHOULD BE HARDWIRED, SO WHEN PANIC
HAPPENS YOU ARE ROOTED TO WHAT YOU KNOW
AND WHAT IS GOOD FOR THE BUSINESS.”

9. SOUTHPAW/KEEPCALMANDBRANDBUILD
“YOU HAVE TO SEE ADVERTISING IN
TERMS OF CAPITAL INVESTMENT AND
TALK IN THE LANGUAGE OF A CFO.”
“THE RESEARCH SHOWS THAT EXCESS
SHARE OF VOICE CORRELATES WITH
PROFIT, AND BRAND GROWTH OVER THE
LONG TERM, AND THOSE ARE THE THINGS
STAKEHOLDERS WILL BE RECEPTIVE TO.”

10. SOUTHPAW/KEEPCALMANDBRANDBUILD
“GET DOWN TO GRANULAR DETAIL
TO UNDERSTAND YOUR AUDIENCE -
TO UNDERSTAND BIASES, DECISION
MAKING, BEHAVIOUR.”
“AT SOUTHPAW WE WORK THROUGH
WHAT IS MOST LIKELY TO INFLUENCE
BEHAVIOUR SO WE CAN NUDGE,
STEER AND CREATE BETTER BRAND
BUILDING ADVERTISING.”

11. SOUTHPAW/KEEPCALMANDBRANDBUILD
“CREATIVE COMMITMENT IS A COMPOSITE METRIC OF
THREE THINGS: HOW MUCH SPENT, HOW MANY
CHANNELS, AND THE DURATION. INCREASE CREATIVE
COMMITMENT, AND YOU INCREASE EFFECTIVENESS.”
“A LOT OF PEOPLE ASSUME THAT BUDGET IS THE
MOST IMPORTANT LEVER, BUT THAT ISN’T THE
CASE: BY INCREASING CHANNEL AND DURATION,
SOME BRANDS HAVE BEEN ABLE TO MOVE UP THE
LADDER WITHOUT HAVING DEEP POCKETS.”

12. SOUTHPAW/KEEPCALMANDBRANDBUILD
3 LESSONS IN BRAND BUILDING
SEE ADVERTISING IN TERMS OF
CAPITAL INVESTMENT
FACTOR IN EMOTIONAL RESPONSE
TO YOUR WORK, THEN PLOT
MARKET CHANGES
CONSUMER RESPONSE TO
CREATIVE WORK HAS A
SIGNIFICANT BEARING
ON YOUR BRAND
Talk like your CFO. For example, an
excess share of voice correlates with
profit and brand growth over the long
term. Those are the things your
stakeholders will understand and be
receptive to.
This is how to show that emotional
response, as a measure, has a
bearing on market share changes.
There are many short-term feedback
loops to track data, but this is how you
can plot and prove long term brand
building effects. How people connect
with the work is shown to have a
bearing on the long-term outcome.
The WARC Effectiveness Ladder is a
tool that takes six types of marketing
effects that creativity can inspire, then
looks at the commercial impact. From
small ideas to enduring icons like John
Lewis and Snickers, this is a useful
way to learn and energise your own
brand building plans.

13. SOUTHPAW/KEEPCALMANDBRANDBUILD
THANK YOU
Click here to watch the full
recording of our webinar.
To find out more about Southpaw and the
services we offer, head to our website:
www.southpawagency.com
If you want to get in touch to find out how
Southpaw could support
you and your brand, email:
laura.wood@southpawagency.com