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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

GREAT Britain Campaign: Creating impact for Britain around the world

This case study describes how the Government's GREAT Britain campaign differentiated the UK as a premier destination for tourism, education and inward investment by presenting the familiar and the new in a unified and surprising way.

Act on Red: Reconnecting rosacea sufferers with better treatment options

This case study describes how research and collaboration led to a successful global communication campaign for Galderma, an international dermatology company.

Coffee Mate: The white side of Coffee Mate

This case study describes how Coffee Mate, a coffee creamer brand, faced stiff market competition from liquid milk, but by using a coffee truck to put its product into the hands of its target market in Mexico it was able to increase its household penetration and rate of purchase beyond expectation.

Colombia's Ministry of Environment and Sustainable Development: Terribly Delicious

This case study describes how the government of Colombia promoted the invasive lionfish as a delicacy to encourage Colombians to eat it, and thus reduce its numbers.

Latest articles

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Adstats: This Year, Next Year

This brief article rounds up some statistics on forecasts and predictions for 2016.

Warc International Ad Forecast 2015/16

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

Adstats: Global media consumption

This short article compiles statistics on media consumption, based on data from GlobalWebIndex.

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Asia Pacific

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