Latin America

64 results found

Sort by

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

International segmentation: towards a third path between global and national

Research Paper • Bertrand Belvaux and Nathalie Guibert, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 111-127

This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions.

Stabilo Boss Highlighter: Print - 'Dulcinea' and 'Marie Antoinette' (Chile)

Gunn Report • Gunn Creative, 2012

Contains the print creative 'Dulcinea' and 'Marie Antoinette' for Stabilo Boss Highlighter by the agency Prolam Y&R in Chile.

Social networks surge in Latin America

News • 22 September 2011

SANTIAGO: Over 90% of internet users in Latin America now access social networks, according to figures from comScore, the research firm.

Chile online rankings released

News • 22 July 2011

SANTIAGO: Users aged between 15 and 25 accounted for 35% of all minutes spent online in Chile during May 2011, a report from comScore has shown.

My Ideal Dog

Case Study • Case Studies on WARC, MPG, 2010

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

Global Ad Trends, January 2018: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
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.
The four moments of experience: Streamlining the process of packaging development

Research Paper • Alejandro Salgado-Montejo, Carlos Velasco, Luis Ariza, Rodrigo Salgado and Ana María Moreno, ESOMAR, Congress, 2017

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.
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.
Digital cosmetic transformation: How digital technologies can transform direct selling in the beauty industry

Research Paper • Urpi Torrado, Patricia Grisolle and Luis Noriega, ESOMAR, Latin America, April 2017

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.
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.