Moving the Needle: Angela Feliciano
At DDB, our people are the heart and soul to our agency. We believe that the inclusivity of thought and background leads to when we, as a company, are able to be the most authentic and creative. Thus, allowing creativity to be the most powerful force within our business; it has the power to make people laugh, cry, think, alter their behaviour, create change for the world, and impact culture.
Angela Feliciano, Afro Latina, born and raised in Spain, left her hometown of Tenerife, Canary Islands, and moved to New York 10 years ago to study marketing and psychology.
Prior to adam&eveDDB NY, Angela led yearly media strategic planning (traditional and digital) for the Samsung TV, monitors, and audio business. Her passion for people and culture inspired her shift to creative strategy, where she’s committed to producing impactful, culturally driven work that helps brands be more inclusive and relatable.
Since joining adam&eveDDB NY, Angela has broadened her experience across different flavours of strategy including brand, comms planning, and social strategy – working across a variety of clients including Kroger, Nathan’s Famous, Eckrich, Pure Leaf, Lipton, among others.
Outside of work, Angela enjoys drawing, photography, and travel. She’s probably planning her trip to country #35 as you read this. She also prides herself on being a recent homeowner in Brooklyn and a plant mum (of 18 plants to be exact).
1. Name, Title, Office, Link to LinkedIn Page
Angela Feliciano, associate strategy director @adam&eveDDB, LinkedIn
2. What is your personal mantra?
Angela> My new 2024 mantra is “if it’s not a hell yeah, it’s a no!”. It’s really helping me overthink less and be more intentional with everything that I do.
3. How did you wind up in advertising?
Angela> My interest in advertising is a product of growing up with two parents who work in the media and entertainment industry. Then, when I got to college, I studied marketing and psychology, where I fell in love with all my advertising classes.
But what really solidified advertising for me was my six-month study abroad semester in Thailand. I was so intrigued by how brands showed up given the different cultural frame of reference; it made me appreciate advertising’s potential to create culturally relatable brands.
That said, I wouldn’t have wound up here without the people throughout my journey. A big shout out to my mentor, Al Benoit- who sat down with me and helped me map out how to get where I am right now.
4. What is a piece of creative that you worked on that particularly moved you?
Angela> Probably one of my recent favourites is the 2023 Kroger Holiday campaign. Despite the “sea of sameness” of holiday-themed messaging, the work helped foster an emotional connection with the brand. It reminded people of the power of food to bring us together and inspire new Holiday traditions.
5. What does your daily routine consist of?
Angela> My routine is WIP. My goal this year is to build a more consistent daily routine, so ask me in a couple of months! But what I can say will always be part of my routine, is starting and ending my day by listening to my favourite songs.
6. When do you feel the most powerful?
Angela> When I’m able to read and understand people, even before they express how they feel. It allows me to show up as my most empathetic self.
7. Which of the DDB Four Freedoms is the most important to you and why?
Angela> Probably Freedom to Be. I think it’s the most important Freedom when creating a culture that welcomes everyone’s perspectives, passions and helps everyone feel seen and heard. We spend too much time at work to not be our most authentic selves.
8. What is one source of creative inspiration you draw from outside of work?
Angela> I love all things art. Drawing, museum visits and following different artists' creative journeys. My favourite artist right now is Cristina Martinez. She’s a contemporary visual artist based in Seattle. I love how in each of her pieces, whether they are self-portraits or abstract pieces, she brings to life relatable stories of self-love, self-expression and more. Her “Water Me” series is my favourite one. Check her out!
9. Who are your creative heroes?
Angela> My parents are my creative heroes. My mom, Itziar, has worked in Media and Entertainment her entire life - from TV and movie production, to working at music labels or creating art in her spare time. My dad, Leslie, is a Hip Hop choreographer and creative director who has travelled the world, worked with international artists... always finding ways to share his art with others.
They both helped me understand the passion and hustle that comes with being creative. And while the creative journey consistently changes, the innovative thinking and desire to inspire people remains consistent. I try to draw from that in my craft every day!
10. Wishes or aspirations for the advertising industry?
Angela> I’d like for everyone to be able to see themselves reflected in the work that we create as an industry. That means getting brands to shine a light on those stories that often don’t get told. And internally, creating working environments that encourage diversity of cultures, backgrounds, and experiences at every level.
11. How are you moving the advertising industry forward?
Angela> Never settling for the easy, obvious outcome. I like asking tough questions, trying to bring different perspectives into every conversation I engage in and advocating for those who often feel like their voices don’t matter.
12. What has been your most measurable impact?
Angela> From a creative work perspective, I recently submitted a few award submissions for Kroger, so I'm hoping one of those is it!?
But from an everyday perspective, I’d say my most measurable impact is being able to mentor other POC , helping them find opportunities in this industry.
13. Lasting words to leave us with:
Angela> One thing Maya Angelou said that always sticks with me: “People won’t remember what you say, they’ll remember how you made them feel.” So to anybody reading this, I hope our paths cross one day!
