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Key reading

Latin American

From bottom-of-pyramid to emerging middle classes in Latin America

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. It argues that, when building brand awareness in Latin America, brands should consider the importance of word of mouth recommendation and tailoring products to the local market.

Brazilianhood: A NewGen selfie

This paper investigates the social identities and preferences of Brazil's ascending middle class.

Coca-Cola's road to Rio 2016

How Coca-Cola's sponsorship of the Olympics has evolved over the years to the 2016 Games in Brazil.
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International Ad Forecast

Predicted advertising expenditure across 12 key markets, including Brazil, for the next two years.

Latest case studies

Antarctica Beer and the World's Best Social Network

This case study describes how Antarctica, a Brazilian beer brand, reinstated its role in the lives of Brazilian beer drinkers through its innovative use of digital, connecting people and the brand offline.

Nike: The Almighty Terrao

This case study describes how the use of the right strategic idea helped Corinthians, probably the best-loved football team in Sao Paulo, Brazil, sell more team jerseys than ever before in Brazil.

Disque Denuncia: Stray Notification

This case study describes how 'Disque Denuncia', the biggest anti-crime hotline in Brazil, used a new technology to reach out to people in areas previously inaccessible to law enforcement.

Netshoes: Free and Unlimited Internet Access. On your mobile.

This case study describes how Netshoes, Latin America's largest e-commerce firm in sporting goods, increased the conversion rate and drove online and via app sales by sponsoring free mobile browsing in Brazil.

Latest articles

Nissan's Olympic sponsorship drives long-term affinity, short-term sales in Brazil

This article details Nissan's sponsorship program of the 2016 Olympic Games in Rio de Janeiro, Brazil - a partnership which ultimately boosted a variety of key brand metrics, as well as driving sales.

The Joy of Research: Recovering engagement through F2F methodologies and a Unilever food truck

This paper discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

The Evolution of PayPal: New Money, New Purpose: How great insight inspired PayPal to a successful brand relaunch

This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.

Getting Closer to In The Moment Insights Generation: Combining behavioural data and survey data collection

This paper studies research methods that combine behavioural data and survey data collection, in order to provide a better understanding of product markets.

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Monique Dolbin


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