Latin America
Research Paper • Fernando Alvarez Kuri and Francisco Cabral, ESOMAR, Latin America, April 2017
News • 13 March 2017
News • 18 March 2016
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Data • James McDonald, WARC Data, January 2018
This report summarises the latest advertising expenditure data from WARC's Data platform. -
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. -
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. -
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. -
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. -
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.