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 can. Brazilians celebrate on the streets and are very expressive."

The two mega-events will, some argue, generate bigger marketing opportunities than the London Olympics. And the rapidly rising penetration of technology in Brazil, and more broadly across Latin America, will help take brands' messages even further.