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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

University of Engineering and Technology Admissions 2016: Plant Lamp

This case study describes how UTEC, the University of Engineering and Technology in Peru, created lamps running on plants to raise the profile of engineering and encourage more people to apply to study with them.

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.

Mountain Dew: Dew Bottle Tool

This case study describes how Mountain Dew, a soft drink brand, turned its bottle caps into skateboard tools to reconnect with its skater audience in Colombia.

Latest articles

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.

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.

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.

Engagement on a tightrope: how Venezuela's second largest TV channel succeeded in the crisis

This paper presents findings that show how innovative audience measurement techniques helped Venezuela's second largest TV channel, Televen, to successfully navigate a tense political situation, while maintaining audience engagement.

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