Latin America

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Fortune of the Commons: Potentializing the power of the collective in research

Research Paper • Sofía Zacarías and Inés Cuevas, ESOMAR, Congress, 2018

Barcel Org, a confectionery and snack food brand, used qualitative ethnographic research to understand eating trends around a popular snack in Mexico to help it market its own snack products.

Equally Welcome: Marriott celebrates LGBT Pride

Case Study • SABRE Awards, Gold, LATAM, Cause-Related Marketing, 2018

Marriott, a hotel and lodging company, partnered with LGBT influencers to make every traveler feel welcome in a campaign spanning Latin America.

Kaspersky Lab: Mission - Save the World

Case Study • SABRE Awards, Gold, LATAM, Crisis/Issues Management, 2018

Kaspersky Lab, a cybersecurity company, had to shield itself from allegations of spying by providing credible interviews with the CEO to the press in Mexico and Brazil.

Banco Sabadell personal banking: Breaking paradigms

Case Study • SABRE Awards, Gold, LATAM, Financial/Capital Markets Communications, 2018

Banco Sabadell, a banking group, promoted its launch into personal banking in Mexico via press communications with a value over $800,000 Mexican pesos.

Scotiabank: Raising Interest - A bank's journey toward increased visibility and trust

Case Study • SABRE Awards, Gold, LATAM, Financial & Professional Services, 2018

Scotiabank, a multinational bank, increased brand favourability and positive reputation by creating a five-year reputation strategy and increasing communication between spokespersons and employees.

Ferrocarriles Suburbanos: Fashion Week Mexico at Tren Suburbano

Case Study • SABRE Awards, Gold, LATAM, Special Event/Sponsorship, 2018

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

Tequila Patron: Proudly Mexican

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (New Product), 2018

Tequila Patrón, a brand of premium tequila, promoted brand authenticity and was able to obtain vast media coverage of its collaboration with renowned Mexican director Guillermo del Toro.

Goethe-Institut Mexiko: Dual Year Germany – Mexico, 2016–2017

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Research and Planning, 2018

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Case Study • SABRE Awards, Gold, LATAM, Consumer Products/Services, 2018

Pedigree, a pet food brand, launched Adoptafest in Mexico to encourage the public to adopt a dog through a digital activation and influencer outreach.

Business Coordinating Council (CCE): Initiative Fuerza Mexico

Case Study • SABRE Awards, Gold, LATAM, Associations, 2018

The Business Coordinating Council (CCE), a private sector in Mexico, launched an initiative to help the victims of earthquakes in Mexico, which gathered big businesses to donate and distribute aid.

KLM: The Art of Flying

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (Existing Product), 2018

KLM Royal Dutch Airlines, an airline brand, promoted its brand in Mexico City by launching an exhibit at Zona MACO, a Latin American art fair.

E6PR: A pioneering eco-friendly startup born out of an advertising agency

Article • Stephen Whiteside, Event Reports, Lessons from Cannes Lions, September 2018

E6PR, a pioneering company that manufactures eco-friendly six-pack rings for beer cans, was born from an advertising agency called We Believers.

Facebook's part in Mexico's fake news purge

News • 28 June 2018

MEXICO CITY: Showing it has learned from the misinformation campaigns that captured public attention in 2016, Facebook is determined to play its part in helping Mexico to run a free, fair, and truthful election.

Tecate Beer: Gender Violence

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Hangar 1 Fog Point

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

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.

Examining survey response styles in cross-cultural marketing research: A comparison between Mexican and South Korean respondents

Research Paper • Christoph Beuthner, Maren Friedrich, Carsten Herbes and Iris Ramme, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 257-267

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Chevrolet Spark CVT: The car that once again had it all

Case Study • Mariana Juarez, Mariana De Pina, Itzel Elorza, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet launched a CVT automatic version of its entry-level car in Mexico with a clever, engaging campaign to convince younger buyers that affordable comfort is possible.

Chevrolet: 20 Days

Case Study • Erika Garcia, Christian Cardinali, Lorena Garcia, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet employed a campaign to break away from the 'cut and paste' model of traditional retail advertising in Mexico to improve conversion in the path to purchase.

Chevrolet: A new generation of cars for a new generation of drivers

Case Study • Arturo Velazquez, Evert Santiago, Lorena Garcia, Carla McCloskey et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet created five car marque ambassadors and a 360-degree campaign around them to update the brand and boost sales in Mexico.

Chevrolet: New Generation Chevrolet Spark

Case Study • Arturo Velazquez, Evert Santiago, Mariana De Pina, Carla McCloskey, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Chevrolet OnStar: Relax, you have OnStar

Case Study • Arturo Velazquez, Evert Santiago, Itzel Elorza, Agustin Cardenas et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Low engagement? Exploring artificial intelligence techniques to enhance survey experience

Research Paper • Joaquim Bretcha, Oriol J. Bosch and Ezequiel Paura, ESOMAR, APAC, 2018

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Mi Casa Es Tu Casa

Case Study • SABRE Awards, North America, PR Agency Citizenship, 2018

Weber Shandwick Mexico, a public relations firm, adapted its online platform for the Rio Olympics to help the people of Mexico during the September 2017 earthquake.

Worth a thousand words: Analysing the impact of image recognition in surveys

Research Paper • Oriol J. Bosch and Ezequiel Paura, ESOMAR, Latin America, 2018

Details the research that Netquest, an online fieldwork company, carried out into analysing the impact of image recognition in surveys throughout Mexico and Spain.

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.