Latin America

Case Study • MMA Smarties, Finalist, LATAM, 2018

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Mobil 1: Captura La Bestia

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil 1, a brand of automotive lubrication products, increased the recall of the Mobil 1 brand using a Facebook chatbot in Chile.

Honda: Digital Out Of Home goes Programmatic in Chile!

Case Study • MMA Smarties, Silver, LATAM, 2018

Honda, an automotive brand, launched a mobile targeting campaign that sent out promotions to users when they were in a Honda branch or the branch of a competitor to increase sales in Chile.

70 Years LG Electronics

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.

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.

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.

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.

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.