Ana Celina Bueno, recently appointed as the first female president of the National Federation of Advertising Agencies (Fenapro) in Brazil, brings a unique perspective to the advertising industry, focusing on regional brands. This emphasis is essential as regional agencies make up the majority of Fenapro's 900 members and employ approximately 50,000 people across the country. Bueno criticizes the traditional focus on major corporations in the Southeast and calls for a shift towards recognizing and supporting regional agencies that contribute significantly to the local economy.

In her tenure, Bueno highlights the importance of 'new money'—funds from businesses outside the usual corporate contracts that often dominate agency partnerships. She advocates for a broader business-oriented approach within the advertising market that goes beyond mere creative aspects. By doing so, she believes that the industry can create a more diverse economic landscape that includes regional companies, which she sees as vital to economic growth and employment.

Bueno’s comments about the 'ugly duckling syndrome' among regional agencies reflect her view that these agencies are often overlooked in favor of their counterparts in larger urban areas such as São Paulo. Addressing this bias is critical to leveling the playing field in Brazil's advertising industry, ensuring that diverse voices and talents are recognized, and ultimately leading to a healthier market that benefits all players, not just a select few from the largest metropolitan areas.