Latin America

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Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Reputation Management, 2018

LG, an electronics company, became the most visualized brand in national media that was forged by its closer relationship with technology journalists in Chile.

CLINICA UC CHRISTUS: BARIçTRICA UC

Case Study • Direct Marketing Association - US, Runner Up, 2018

Red de Salud UC Christus, a network of clinics and hospitals in Chile, launched a 360 campaign to increase weight loss surgery in a competitive market, giving them a 279% increase in leads.

Shackleton: On Hold Music Band Live

Case Study • Direct Marketing Association - US, Bronze, 2018

Shackleton, an ad agency, did something different for Spanish and Chilean callers to the company at Christmas by playing live music for them during the otherwise mundane waiting time.

CMPC: MAX WIPE

Case Study • Direct Marketing Association - US, Runner Up, 2018

CMPC, a brand focused on B2B companies with a wide range of cleaning products, launched a set of videos to showcase three attributes of its product to B2B clients across different categories in Chile.

Generadoras de Chile: Un Futuro Eficiente y Sustentable

Case Study • SABRE Awards, Gold, LATAM, Industrial/Manufacturing, 2018

Generadoras de Chile, an organization that brings together the main generators of electricity in Chile, was able to educate citizens on the importance, value and benefits of electricity in their daily lives.

Visa: Confederations Cup – Turning the warm-up into a scoring opportunity

Case Study • Diana Lopes, Rob Sellars, WARC Awards, Entrant, Effective Content Strategy, 2018

Financial services company Visa employed a creative content strategy in Russia to drive relevance and distinction among a younger audience.

Viña Concha y Toro SA (Alcoholic drinks)

Article • Euromonitor Profiles, July 2017

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Puerto Ventanas: Open to the community

Case Study • SABRE Awards, Winner, LATAM, Industrial/Manufacturing, 2017

Puerto Ventanas, a private port in the central area of Chile, launched a transparency and community-focused campaign as a way to improve the public's perception of the brand.

Oficina nacional de emergencia: ONEMI – A reputational rebirth

Case Study • SABRE Awards, Winner, LATAM, Public Sector Government and Reputation Management, 2017

The National Emergency Office (ONEMI), a government agency dedicated to the prevention and coordination of natural disasters, managed to turn around its declining public perception in Chile by deploying a positive PR campaign.

Nescafe: Face to friends

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.

Unicef: Print - 'Dad 2' and 'Dad 1' (Chile)

Gunn Report • Gunn Creative, 2015

Contains the print creative 'Dad 2' and 'Dad 1' for Unicef by the agency Ogilvy & Mather in Chile.

Dos En Uno Lollipop: Print - 'Bees', 'Rake' and 'Parrot' (Chile)

Gunn Report • Gunn Creative, 2015

Contains the print creative 'Bees', 'Rake' and 'Parrot' for Dos En Uno Lollipop by the agency Prolam Y&R in Chile.

Unicef : Print - 'Weak', 'Fatty' and 'Nerd' (Chile)

Gunn Report • Gunn Creative, 2015

Contains the print creative 'Weak', 'Fatty' and 'Nerd' for Unicef by the agency Prolam Y&R in Chile.

Sanfic: Film - 'Drama 1' (Chile)

Gunn Report • Gunn Creative, 2015

Contains the film creative 'Drama 1' for Sanfic by the agency Wolf.BPP in Chile.

AXE: Young & Mature

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.

Unicef : Print - 'Drunk', 'Slut' and 'Dealer' (Chile)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Drunk', 'Slut' and 'Dealer' for Unicef by the agency Prolam Y&R in Chile.

Rothhammer Beer: Print - 'Bikers', 'Duck Hunters' and 'Punks' (Chile)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Bikers', 'Duck Hunters' and 'Punks' for Rothhammer Beer by the agency Prolam Y&R in Chile.

Rotthammer Beer: Print - 'Astronaut', 'Firefighter' and 'Presidents' (Chile)

Gunn Report • Gunn Creative, 2013

Contains the print creative 'Astronaut', 'Firefighter' and 'Presidents' for Rotthammer Beer by the agency Prolam Y&R in Chile.

Unicef: Print - 'Dealer', 'Drunk' and 'Slut' (Chile)

Gunn Report • Gunn Creative, 2013

Contains the print creative 'Dealer', 'Drunk' and 'Slut' for Unicef by the agency Prolam Y&R in Chile.

How MasterCard turned to social media for Latin American research insights

Article • Geoffrey Precourt, Event Reports, The Market Research Event, November 2012

This report from The Market Research Event conference covers a presentation from MasterCard on its increasing use of online and social media as a source of consumer insights in Latin America.

Research Note: Sample size in content analysis of advertising: the case of Chilean consumer magazines

Research Paper • Rodrigo Uribe and Enrique Manzur, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 907-920

In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type.

Media Vision LatAm

Article • Fabián Baldovinos, Research on WARC, Havas Media Peru, Q3 2012

This presentation provides an overview of the media landscape and consumer-response in Latin America (LatAm) and highlights the importance of context, relevance and attention in media planning.

Latin America tops social rankings

News • 15 June 2012

SANTIAGO: Social media engagement is higher in Latin America than in anywhere else in the world, with Facebook alone accounting for 25% of the region's total internet minutes.

Multi-language multi-continent B2B community panel: How B2B research can effectively span the world

Research Paper • Monique Morden and Eddie Accomando, ESOMAR, Latin America, Mexico City, May 2012

How B2B panels can successfully thrive in the international sphere of online research is explored in this paper.

New faces, new roles, new ways, a new Latin America: The complex environment of a changing population

Research Paper • Luis Woldenberg Karakowsky and Delores Sánchez, ESOMAR, Latin America, Mexico City, May 2012

This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru.

Building iconic brands: How to manage and position brands that are part of our heritage

Research Paper • Federico Barallobre and Sebastian Corzo, ESOMAR, Latin America, 2018

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.
Global Ad Trends: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
Nivea Men: The Real Fan

Case Study • Norma Jimenez, Anaid Navarro, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.
M&M's: For the sake of M&M's, do not watch Game of Thrones!

Case Study • Brian Crotty, Cassiano Oliva, Juliana Melo, Thabata Hidalgo et al., WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2017

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.
OREO: Play with OREO

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

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.