Emotional Intelligence and Crisis Management in Advertising
Andreia Abud explores managing critical moments with clients and leadership's role in absorbing pressure.
In a conversation on Marketing - The Podcast, Andreia Abud explains how to navigate client crises and underscores the role of emotional intelligence in advertising. She highlights how leaders must shield their teams and prioritize problem-solving.
Andreia Abud, CMDO at Felina and board member at Conar, discussed high-pressure dynamics and the necessity of emotional balance in advertising during a conversation with Bruno Gimenes on Marketing - The Podcast. While the full episode explores broader shifts across the communications industry, handling critical situations emerged as an indispensable skill in agency-client relationships.
Immediate resolution and client partnership
When facing brand crises, structural changes, or intense performance demands, Abud notes that the first step is establishing transparency and a practical mindset. During volatile moments, the priority should not be assigning blame or debating immediate sales targets, but rather working side by side with the client to contain damage.
For Abud, an agency must provide direct support focused on finding solutions. "If we are in the middle of a crisis right now, it's not the time to look for performance metrics—it's the time to solve it. So, what are we going to do to resolve this issue or crisis? The agency is your partner. We are here to find solutions together with you," she states.
Absorbing pressure and emotional maturity in leadership
The fast-paced advertising routine demands consistent high-level output, often creating persistent pressure even after successful campaigns. Abud emphasizes that senior professionals must filter this tension rather than passing it down to operational teams: "Don't pass along the pressure you receive. You are at a stage in your career where you can absorb it. Don't push it downward."
Abud further explains how emotional intelligence takes precedence over purely technical expertise during adverse situations. Without emotional stability, mastery of tools and workflows loses effectiveness when facing complex, unexpected hurdles.
"If you lack emotional intelligence, being extremely technical won't help you," explains Abud, noting she has seen brilliant professionals encounter severe roadblocks due to a lack of behavioral readiness. According to her, this maturity is not built through theory alone, but developed over time through real-world crisis management and observing how leaders handle adversity.