Latin America

The region's marketing, consumers & brands

Latin America


Valerie L. Wang, Kevin W. Cruthirds, Yong J. Wang and Jie Wei, Journal of Advertising Research, Vol. 54, No. 3, 2014
Humorous advertising has been considered an effective technique to increase viewers' positive responses. The current study compared the personal uses of affiliative, self-enhancing, aggressive, and self-defeating humor styles by consumers in Mexico and the U.S.

Annelies Verhaeghe, Natalie Malevsky and Thijs Van de Broek, ESOMAR, Congress, Nice, September 2014

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.


Helen Rose and Professor Gemma Calvert, Admap, September 2014

This case study explains neuroscience research by MTV, the entertainment broadcaster, which used neuropsychological implicit association to understand how audiences felt about its brand around the world.


Case Studies on Warc, Warc 100, 2014

This campaign aimed to get Brazilian consumers to favour their cards over using cash, by highlighting the cards' attributes of being comparatively modern, convenient and safe.


Case Studies on Warc, Warc 100, 2014
Cão Sem Dono, a Brazilian charity, organised a live stunt featuring a trash can with a difference in order to highlight the societal problem of abandoned dogs. It set up a real-life "doggy trash can" in front of one of the city's largest pet shops.

Case Studies on Warc, Warc 100, 2014

This campaign, from LAICA, a Costa Rican sugar producer, tackled media misconceptions and cultural hearsay about sugar.


Joseph Clift, Event Reports, Flamingo, July 2014

This event report summarises a briefing from market research firm Flamingo, which looked into the real story behind three stereotypes about Brazil.


Luz Angela Alonso Morales and Maria Angelica Aya Zárate, ESOMAR, Digital Dimensions, June 2014

This paper explains the application of phylogenetics - the scientific study of evolutionary relationships between organisms - to social media, in order to understand how relationships between brands and consumers develop online.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how HEMOBA, a Brazilian blood bank, partnered with a football team to increase blood donations through team affinity.

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