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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

PayPal: The Evolution of PayPal - New Purpose, New Money

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Sonic: Drive to Manchester

This case study sets out how Chevrolet used a partnership with Manchester United, the football club, to create an online game which led to an increase in sales.

Todo sí: How Masglo positioned its brand saying yes to all woman

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Antarctica Beer And The World's Best Social Network

This case study explains how Antarctica, a beer brand, rebuilt its connection with people in Rio de Janeiro, Brazil, by encouraging people to put down their phones and enjoy carnival.

Latest articles

Coca-Cola boosts new real-time measurement metric

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

How local/global is your brand? A technique to assess brand categorisation

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

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.

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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