'Media Is About Driving Business, Not the Channel,' Says Abud
Andreia Abud discusses artificial intelligence, analytics culture, marketing-sales alignment, and human-centric management.
In an interview with Marketing - The Podcast, Andreia Abud details the founding of agency Felina and examines the transformation of the advertising industry. The discussion covers the role of AI, the integration between media and sales, and the importance of human insight in strategic decisions.
Andreia Abud, founding partner and head of media and data at Felina and board member at Conar, analyzed on Marketing - The Podcast the structural shifts in communication, the intentional use of artificial intelligence, and the necessity of placing human behavior at the center of business decisions.
In the video above, Abud walks through the core operational pillars of the newly launched agency and discusses how advertising must evolve beyond isolated vanity metrics.
The evolution of advertising, launching Felina, and focusing on human behavior
When evaluating historical transformations in communication, Abud notes that the industry doesn't necessarily need to unlearn the past, but rather embrace a continuous process of adaptation. Felina was founded on this premise of resolving legacy operational bottlenecks through a new model. She highlights that tools and data are indispensable, but must always serve real business goals and be complemented by firsthand observation of people on the street.
"Get to know the consumer deeply through media tools, of course. We've never had so much data. We have data for everything. We can know what they think, what they say, how they behave across a purchase journey," says Abud, arguing that diagnostic work must go far beyond simply producing a traditional campaign.
Data filtering and generating strategic media insights
Faced with an overwhelming amount of available information, Abud explains that the only effective way to filter out noise is to maintain a relentless focus on contracted business outcomes. Cold metrics disconnected from practical actions lose their value if they aren't monitored in real time to allow course corrections during campaign delivery.
"I really love when we say that media isn't about the channel—it's about your ability to generate business," notes Abud, emphasizing the importance of utilizing historical data, category benchmarks, and continuous testing to inform future decisions.
The role of artificial intelligence and the value of human thought
Regarding the integration of AI into agency routines, Abud emphasizes that the proprietary technology developed at Felina is primarily designed to absorb operational workloads and untangle bureaucratic bottlenecks. The primary goal is freeing up time for professionals to apply critical and creative thinking.
"AI is looking at the past. We're all looking at the same place. We need humans to create, to be disruptive, and to look to the future, because otherwise we'll all stay in the exact same spot," Abud emphasizes.
Monitoring younger generations' behavior through tools and empathy
Keeping pace with the rapid shifts in habits among younger generations requires combining technical capabilities with real-world social observation. While social listening tools are vital for detecting quick movements and anticipating crises, Abud argues that cultural fluency and direct contact with audiences remain irreplaceable.
"The key point is that the more technological we become, the more human we need to be," explains Abud, warning that media professionals cannot remain confined strictly to screens and automated dashboards.
Mindset shifts and new workflows
Transitioning to a more agile, automated work structure requires active leadership support. According to Abud, professionals embrace new routines when they realize technology eliminates repetitive tasks and creates room for strategic contributions.
"When I tell someone I want them to think differently, to immerse themselves in the business, seek out sources, analyze data, but also experience the brand, the client, the consumer—and I tell them, 'I'm going to help you by taking a burden off your shoulders,'" Abud explains.
Business development and consultative relationships in B2B
In client prospecting and commercial expansion, the agency's approach prioritizes an in-depth diagnosis of each company's structural problems, steering clear of pushing one-size-fits-all ad formats. Consultative, transparent relationships ensure long-term partnerships.
"We genuinely strive to ask, 'What is your business problem? Tell me how I can contribute, how I can be—not just your agency, but how we can build relationships where we are seen as a strategic partner,'" says Abud.
Relationship channels and the role of business events
Assessing corporate touchpoints, Abud underscores the importance of an authentic presence on LinkedIn and social networks to share industry perspectives. Regarding business events, she points out that these gatherings need to center on educational content and genuine human exchange rather than just commercial sponsorship hunting.
"When you give an in-person talk, you see it—you know whether someone liked it or not, whether they understand what you're saying, whether they are engaged, or if they're looking at their phone," observes Abud.
Felina's early months and market reception
Reflecting on the agency's initial run, Abud shares the positive feedback received from partner brands and media outlets. She highlights the value of new options and models emerging in the national landscape, complementing the role of traditional legacy holding groups.
"It's very challenging. In three months we've seen great results, we believe we'll keep growing, and we know we have a lot to deliver—and we believe in what we deliver," Abud notes.
Bridging media strategies with commercial sales teams
Close alignment between marketing, media, and the client's sales team is considered vital for campaign effectiveness. Even in branding or institutional campaigns, sales performance data guides planning adjustments.
"The more client data we have, the better. If you can't share raw numbers with me, share that it grew 10% or dropped 20% so we can connect our strategies. Building that bridge is essential," explains Abud.
Community management and an integrated channel vision
Abud argues that community building must be part of a holistic communications ecosystem encompassing proprietary storytelling, PR, events, and media. Brands need the maturity to engage in dialogue and listen to feedback when opening direct lines of communication with their audience.
"It's crucial that we connect all these communication layers and touchpoints so they speak to each other, rather than existing as isolated initiatives," emphasizes Abud.
Hybrid work, leadership, and fostering human connections
The hybrid model has delivered substantial gains in flexibility and quality of life, but it requires intentional leadership so in-office days have clear purpose. In-person collaboration should spark cross-functional exchange and collective learning, rather than being a bureaucratic desk-check.
"A leader's role is to help teams understand the value of being there—the value of sitting next to a colleague, forging close connections, and interacting with other departments," argues Abud.
Crisis management and emotional intelligence in advertising
During crises or intense performance pressure, the immediate focus should be solving the problem alongside the client, postponing finger-pointing. Abud advocates that leaders must absorb stress rather than cascading it down to operational teams.
"Emotional intelligence is fundamental today, as it always has been. It's more critical than ever because it's what allows you to bring clarity and reassurance to situations, clients, and teams," Abud emphasizes.
Social inclusion, career pathways, and advice for emerging talent
Wrapping up the discussion, Abud championed educational inclusion programs, highlighting that diverse backgrounds enrich corporate environments. For early-career professionals, she advised cultivating resilience, authenticity, and self-worth.
"First, I'd say what makes you valuable is your drive. You don't need to feel like you have to fit into an environment. You need to know that you contribute to that environment because your story has value," concludes Abud.