We had the pleasure of interviewing Fernanda Filgueiras, Head of Marketing Partnerships, Synergy & Events for Prime Video, one of our fantastic members of the jury for our Festival of Media Latin America Awards 2025. We asked her what one thing she would eradicate from the industry, her favourite media tool or platform, her favourite media campaign from the last 12 months, which country is leading the way and the best thing about working in media.
What is one thing that you would eradicate from the industry?
I would eradicate numbers that look impressive but don’t truly reflect engagement or business impact. Focusing on these can distract from building meaningful connections with audiences and delivering measurable results.
What is your current favourite tool or platform in media?
I really appreciate TikTok for its ability to merge creativity with data. Its algorithm allows content to reach highly relevant audiences quickly, making it a powerful platform for testing ideas and seeing real-time engagement insights.
What is the best media campaign of the last 12 months (in your opinion)?
I would highlight the Wednesday x Nubank campaign for its innovative format and the power of combining two strong brands in a creative and unexpected way.
Which country do you think is producing the most effective media campaigns?
I would say Brazil is leading right now due to its exceptional ability to drive engagement on social media. It combines creativity with strong influencer-driven campaigns, making them highly effective in generating both awareness and action.
What’s the best thing about working in media?
I love the combination of performance and experience. Performance brings measurable results, while experience creates emotional connection and engagement. Both are essential for building a sustainable business.
