Executive was interviewed on episode #62 of Propcast; listen now
Andreia Abud has been vice-president of media at WMcCann since August 2022, when she took over from Fabio Urbanas. Graduated in advertising and advertising, with an executive MBA in Communications from ESPM, the executive worked, before arriving at WMcCann, at Wieden + Kennedy, where she was head of media operations.
Previously, Andreia had already worked at WMcCann between 2020 and 2021 as head of media at Thrive, being responsible for planning and managing all digital media for Nestl brands, and held the same role at Red Fuse Communications.
In this interview, Andreia talks about the influence of her father, Hlio Abud, who was one of the founders of the SP Media Group, the structure of WMcCann, the importance of data in clients’ businesses.
Father’s influence
Since I was very little, I have lived in this world of advertising and the media. I studied ESPM and, in college, I had the opportunity to move on and learn about other areas. At the same time, I made an effort to think about other professions up to the media area, which was what I wanted. I always thought that the media was the heart of everything, and I saw that all of this was genuine. I always wanted to delve deeper into this area.
Media action
The media plays a key role in clients’ businesses. At WMcCann, we bring insights, data, results and paths that help the client improve business results. We work in favor of creativity, but we know that everything will only make sense if it brings results, whether from a brand or sales point of view.
Thinking about business
The media naturally ‘drives’ customers’ business. When we make strategic and tactical recommendations, we are always thinking about the business and the results that customers need. We have a data area prepared to run the models, and will be the basis for media recommendations. Another point is that our data monitoring brings a lot of insights from the point of view of consumption, for example.
Importance of data
I think customers have different maturities, and our role is to respect data and digital maturity, but also to raise the bar. I would say that we have to be alongside them to raise this bar. The challenge is largely the customer’s security, so that they can share the data with us, to act on their behalf.
