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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

Atados: Donate the Bars

This case study describes how Atados, an NGO hub operating in Brazil, created a new way to support NGOs – by asking YouTubers to donate blank space on their videos.


This case study details a campaign from Nivea, the skin care brand, in Brazil to change children's perception of using sun block by creating an emotional connection, and strengthening the family's relationship with the brand.

Coca-Cola: The real ice cold Coca-Cola

This case study describes how Coca-Cola used an innovative product redesign to drive user-generated content relating to the brand.

Everlast Peru: Catcalling your mom

This case study details a campaign by the sportswear manufacturer Everlast in Peru to increase penetration, and aligning the brand with the struggle for women's equality.

Latest articles

Velocity 12 Markets: Reshaping the world view of middle-class growth

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

How to enter into a highly competitive environment without sinking: the challenge of a brand's transformation and evolution

This article looks at how ETB, a Columbian telecommunications brand, entered the highly competitive and changeable mobile phone market at national level.

Mobile technology: motivations and point of purchase

This article addresses the question of how mobile technology retailers in Latam can offer a unique experience, tailored to people's needs and motivations, at the point of sale.

New consumerism: branding and the Latin American middle class

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

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