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How Incred's Project Analyst Handed Daily Oversight to an Agent

Industry: Marketing agency (performance media) | Employees: 85+ across Grupo Gridmidia | Use case: Omni-channel campaign operations, AI reporting, and leadership oversight in one workspace

Incred is the performance media arm of Brazil's Grupo Gridmidia, running omni-channel campaigns for the group's brands alongside leadership's own executive tracking, all in one ClickUp workspace. Project Analyst Matheus built a Super Agent named Mello that follows up on pending tasks, writes the daily, weekly, and monthly monitoring documents, and flags bottlenecks while there is still time to fix them.

Matheus, Project Analyst, Incred, Recife, Brazil

Hear from our ClickUp Ambassador at Incred

"ClickUp is essentially the operating system of our company.

It's where our entire business actually happens every single day."

Matheus, Project Analyst, Incred

AT A GLANCE

Leadership gets its daily roll-up without anyone compiling it

Leadership and marketing operations at Incred share one workspace, so executive tracking and campaign execution read from the same record, which is what ClickUp for marketing operations teams looks like in practice. Matheus had the first AI configuration working in under an hour, and says you don't need to be a prompt engineer to get it right. Management now reviews daily, weekly, and monthly monitoring documents nobody had to write, and the people who used to write them spend that time on campaigns.

6 channels

Paid, email, push, SMS, WhatsApp, Messenger in one workspace

Under 1 hour

To the first working AI setup

Several days

Of launch delay avoided by one early flag

Before ClickUp : To know where a campaign stood, someone had to go and dig

Incred's marketing operations team was already running content, WordPress, and campaigns across six channels while leadership tracked its own priorities alongside all of it. Several people spent hours a day on the oversight, following up on pending work and cross-checking updates so management could trust the picture. Careful work, and dense, repetitive work. Those were hours that belonged to campaign execution, and the problems the team did surface tended to surface late.

After ClickUp : Management hears about a delay days before the launch

Matheus handed the daily oversight to Mello. He built the Super Agent from scratch around Incred's own leadership-to-operations workflow, and it now chases pending tasks, writes the daily, weekly, and monthly monitoring documents, and names the bottlenecks it finds, while ClickUp Brain summarizes the day's progress. During one major campaign launch Mello flagged a critical bottleneck management had missed completely, which Matheus says they would not have caught until launch day, pushing the timeline back several days. Campaign spend only works when the campaign goes live on the date it was planned.

Off-Script with ClickUp

Q: What's the most surprisingly useful thing ClickUp Brain or a Super Agent has done for your team?

"It was when Mello automatically chased down a delayed task and got it unblocked before management even realized there was a delay. Seeing an AI maintain team accountability and keep the operation moving on its own made us realize how much mental load it was taking off our shoulders."

Matheus, Project Analyst, Incred

About Incred

Incred is the performance media arm of Grupo Gridmidia, a Brazilian media and technology group founded in 2008 and based in Recife. The team combines media buying, retention, data, and content expertise to turn media spend into measurable results for partner brands. Its operations include Creditável, a finance-focused ecosystem that reaches users through email, push, and SMS, and INADS, which connects people to public-service and benefits information through search and social channels. Sources: Incred overview, Grupo Gridmidia.

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