Latin America

The region's marketing, consumers & brands

Latin America


José-Domingo Mora, Robert Krider and Jason Ho, Journal of Advertising Research, Vol. 55, No. 1, 2015
How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing. Applying the method to people-meter data from Mexico, the researchers found that, ultimately, wives were more influential than husbands in building audiences.

Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report breaks out four key tactics which have helped C&A, the multinational apparel retailer, assume a leading role in its category in Brazil.


Case Studies on Warc, Case Studies on Warc, 2015

This campaign, aimed at increasing organ donations in Brazil, used a stunt involving a billionaire, a US$500,000 car and a lot of social media outrage.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains the development of MiTú Network, an all-digital content network aimed at Latinos.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how Coca-Cola, the beverage company, is approaching marketing in Mexico by focussing on social, immediacy and taking a publisher mentality.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how Itaú Unibanco, a bank in Brazil, has made brand purpose central to its activity to embed its brand in everyday life.


Simon Kemp, Research on Warc, We Are Social, 2015

This report presents charted data of key social, digital and mobile statistics at global and regional level for 2015, and includes detailed reports for 30 countries.


Euromonitor Strategy Briefings, January 2015

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.


Melanie Revilla, International Journal of Market Research, Vol. 57, No. 2, 2015
Surveys mainly use questions in which it is allowed to answer only through a closed series of alternatives. The choice of labels for these closed alternatives is an important decision.

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CASE STUDY

Gandhi Bookstores

How a Mexican bookstore chain attracted the non-typical reader


ARTICLE FOCUS

New faces, new roles

Researching Latin America's changing population


TRENDS

Belleza Del Sur

All about the coming decade for Latin America