Gabriel Aleixo and Flavio Marcondes, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil. Coca-Cola wanted to be able to measure the effectiveness of its integrated communications plans, including understanding the contribution of each campaign and campaign medium.
Cristiane Coradi and Nelsom Marangoni, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses changing attitudes towards Brazil's hosting of the 2014 FIFA World Cup, examining how these have changed from positive to more negative and how this may impact on sponsoring brands. When the event was first announced, reaction was positive: Brazil was considered successful and a country of the future.
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.
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.