Case Study•
Cannes Creative Lions, Creative Effectiveness Lions, 2016
This case study looks at a Paraguayan campaign from Robert Tailor's shop to raise awareness of the political reality and the outrageousness of corruption, by positioning the brand as an ally of the people.
Case Study•
Cannes Creative Lions, Creative Effectiveness Lions, 2014
UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.
Research Paper•
Esteban Socorro and Fernando Moiguer, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006
During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.
Case Study•
European Association of Communications Agencies, Gold winner, 2006
This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.
Research Paper•
Hal Daume, ESOMAR, Qualitative Research, Singapore, 1997
This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a 'ground-level' qualitative research study encompassing fourteen Spanish-speaking countries, territories and regions in Europe, and the North, Central and South Americas.
Research Paper•
Roseli Stier Azambuja and Julio Cesar Gibrail Tannus, ESOMAR, Congress, Instanbul, September 1996
The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for an attractive and all-encompassing region which can provide tourist attractions, leisure, shopping, business, culture and sports.
Coca-Cola, the carbonated beverage brand, challenged homophobic attitudes in Brazil by releasing limited edition cans that put a twist on a traditional homophobic slur.
Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn�t qualify.
Creative agencies in Latin America continue to work like they did fifty years ago but baby-boomer organizations that remain untouched in their basics will have to evolve.
Article•
Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury
Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
