Carolina Erlich and Flynt Tuller, ESOMAR, Latin America, 2018
MetLife Argentina, a life insurance company, explains its journey to using activated marketing and business insights as a source of differentiation, and the knowledge management platform that drives it.
Marcello Garritano and Priscila Tavares, ESOMAR, Latin America, 2018
Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.
Latin America is in a complicated moment as it heads toward a brace of elections in its three most populous countries; at a time like this the opportunity for brands lies in reconciling polarized peoples, argues DDB Latina’s Juan Isaza.
MIAMI/RIO DE JANEIRO: Procter & Gamble, the consumer packaged goods manufacturer, is drawing on a mix of “teamwork”, “transparency” and “common standards” as it seeks to deliver effective digital marketing in ...
Grupo Q, the largest automotive retail and auto service company in the region of El Salvador, Honduras, Nicaragua, Guatemala and Costa Rica, reached its business objectives with innovative media advertising.
Adriana Rocha, Iván Casas, Mariana González Cedraro, Laura P. Berga and Susana Aiken, ESOMAR, Congress, 2017
This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.
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.