Brazil

Information and insights on Brazil's economy and marketing industry

Brazil


Warc News, 21 March 2014
NEW YORK: This year will be a tipping point in Brazil as more than half the population goes online with a subsequent boost for ecommerce, two reports have said.Insights provider eMarketer predicted that 107.7 million Brazilians, or 53.1% of the total, would be using the internet during 2014, up from 49.3% a year earlier.

Rafael Munhoz, TNS, December 2013
This article discusses the impact of protests in Brazil on brands, drawing key lessons about the role of brands in building identity. During the protests several brand slogans were used as rallying calls and hashtags on social media.

Professor Joel Weinberger and Chip Walker, Admap, January 2014
This article argues that measuring conscious reactions can be misleading as much of consumer feeling is unconscious, influenced by associations and emotion. Research described here explains that conscious and unconscious reactions are very different, with the unconscious more influential over decision making.

Warc News, 02 December 2013
BEIJING: Consumers in rapidly developing economies (RDEs) are much more optimistic about their future than those in developed economies, according to new research, which also confirms the importance of brand recognition in emerging markets.Analysis f.

Fernando Akira Yagi , Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues, ESOMAR, Qualitative, Valencia, November 2013
This paper addresses gamification versus the traditional qualitative approach. Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face qualitative surveys.

Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors. A club organ donor card was developed and marketed as a way to become an 'immortal fan', keeping their team spirit alive even after death.

Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes how Pão de Açúcar, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message. In order to impress high profile consumers who already 'had it all', a gift that benefited the people who made it was chosen.

Warc News, 21 October 2013
NEW YORK: Just over half of Brazil's online population will be mobile phone internet users by the end of 2013, a new survey from eMarketer has found, and this figure will rise to almost 60% within the next four years if current trends continue.Driven.

Direct Marketing Association - US, Personal Connections Award and Bronze, DMA International ECHO Awards, 2013
This case study describes how MAPFRE Insurance used personalisation - through use of data and changing the insurance broker-consumer relationship - to increase sales in Brazil. In order to improve consumer understanding of what insurance products and terminology meant, the relationship between broker and consumer was enhanced, with costs reduced through better use of digital technology which cut out significant print costs.

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