Festival of Media Latam 2012: The Latam opportunity – Key drivers of a region on the rise

Discussion of opportunities for brands in the Latin American region, as discussed by presenters at the Festival of Media Latin America 2012 conference.

Festival of Media Latam 2012: The Latam opportunity – key drivers of a region on the rise

Ivan Castano

Emotion, patriotism and love for family are key cultural characteristics for brands to tap into when targeting the burgeoning Latin America market – set to accelerate to "historic" levels when Brazil celebrates the 2014 FIFA World Cup and 2016 Olympics.

Brazilians have "unique hearts", said Pablo Rodriguez, Latam President for IPG Mediabrands during the 2012 Festival of Media Latam, held in Miami. "It's a country that is used to celebrating and does it in a way few countries in the world...

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