Empowering Teams Is Essential for a Mindset Shift
Andreia Abud explains how Felina organizes processes and data to free up time for strategic analysis and business immersion.
Andreia Abud analyzes how professionals adapt to new working models. For the Felina executive, demanding a strategic mindset and customer focus only works when leadership provides practical support and alleviates operational overload.
Andreia Abud, CMDO at Felina, explained in a conversation with Bruno Gimenes on Marketing - The Podcast how the agency structures its team's transition toward working models centered on intelligence and customer behavior. The interview is part of an episode that also covers other media and advertising industry topics. For Abud, how receptive teams are to new demands depends directly on the practical support management provides day to day.
According to Abud, many organizations demand an analytical approach without providing the necessary infrastructure for employees to carry out those roles. She emphasizes that supporting employees is foundational to the model: "often we ask professionals for things without giving them the conditions to actually do them." By ensuring genuine support, resistance to operational changes is minimized.
Data organization and brand immersion
To enable in-depth execution, the approach involves removing manual workloads from teams through structured workflows. The goal is to allow professionals to immerse themselves in the genuine needs of clients and consumers without sacrificing accountability for deliverables. In Abud's words, "when I tell someone that I want them to think differently, dive deeper into the business, look for sources, analyze data, and truly experience the brand, the client, and the consumer—and I tell them, I'm going to help you by taking off a burden, one you'll still oversee and be responsible for, but in a way that makes your day much easier—people respond very well."
Intuitive processes and verification
In addition to seeking professionals open to this culture, Abud emphasizes that workflows become intuitive when essential information reaches operations in a more structured format. Speed, however, does not replace critical thinking. "You will have the information, you will have the data—more organized and faster—but you still need to verify it," she points out. In the video above, you can watch the full conversation and understand how the balance between tools and human analysis is applied in practice.