Campaigns Must Focus on Business Results, Says Andreia Abud
Felina's CMDO advocates combining media data and real human behavior observation in brand strategies.
In a discussion on Marketing - The Podcast, Andreia Abud analyzes the evolution of advertising and the creation of Felina. She emphasizes that data usage must go beyond media metrics to solve real business problems.
Andreia Abud, CMDO at Felina and board member at CONAR, spoke in an interview with Bruno Gimenes on Marketing - The Podcast about transformations in the advertising industry, the launch of her agency, and the need to connect data to human behavior in brand strategic decisions. The excerpt is part of a broader conversation on the show covering technology, media, and the market.
For Abud, the sector's ongoing shifts do not require companies to discard accumulated knowledge, but rather to continuously adjust their processes. "I don't think the market necessarily needed to unlearn, but I think the market is always challenged to evolve," she states. She notes that founding Felina stemmed from analyzing bottlenecks faced in the past to design an agency structure with a distinct operating model.
In the video above, Abud details the dynamics of direct audience observation on the streets and how this informs the agency's assessments. She emphasizes that understanding the consumer is merely the starting point required of any operation, and it must always remain tied to companies' commercial goals.
Data, Human Observation, and Business Impact
Abud emphasizes the importance of differentiating strict channel metrics from the financial impact that communication should generate. "We often talk about media results. And I talk a lot about business results," she explains. In her view, the unprecedented volume of available data must be filtered to directly serve client growth.
Beyond technical platforms and structured research, Abud champions field experience as a key differentiator for extracting intelligence. "And there's a point I consider crucial, which is not relying solely on tools, but genuinely getting to know the consumer and the people," she highlights. She notes that this intersection helps identify when a brand's challenge demands alternative solutions beyond traditional media placement.