A Campaign Isn't Always the Solution, Says Andreia Abud

Andreia Abud, CMDO at Felina, spoke with Bruno Gimenes on Marketing - The Podcast about consultative prospecting and client relationship models in the B2B space. Addressing her day-to-day business development and client service work leading the agency, Abud emphasized that connecting with clients must begin with an in-depth understanding of corporate challenges before formulating any communication deliverables.

In the video above, Abud explains how this mindset shapes the agency's positioning—a topic part of a broader discussion on media and market trends in the full episode. For her, staying close to accounts is essential to delivering real value: "We truly strive to take the stance of, what is your business problem? Tell me how I can contribute, how I can be—above all, not just your agency, but we want to build relationships where we are seen as a strategic partner," she states.

Diagnosis before creation

Abud points out that a consultative approach demands flexibility to recognize when a client needs structural solutions before traditional advertising. "We're seeing that a campaign isn't always the solution—a standard campaign where we handle creative, media, and so forth. Sometimes you have an underlying problem to solve first. We're there to help you solve it, help establish the diagnosis, and even build the briefing alongside you if necessary," she explains.