Cannes Creative Lions, Creative Effectiveness Lions, 2016
This case study describes how Grupo Monge, a leading, family-owned retailer of consumer electronics, household appliances and furniture in Central America, started a social movement in Costa Rica - while increasing its brand awareness ahead of Mother's Day.
Integrated channel planning in Asia faces region-specific challenges. Syndicated media usage products let us go beyond broad demographic targeting, category usage and very generalised lifestyle and/or psychographic statements.
Ana Cláudia Hernandes Fioratti, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006
This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico.
This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.