Latin America

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How Discover Puerto Rico is building a new destination brand

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Discover Puerto Rico, the tourism body for the island, is developing a new brand positioning and augmenting its data capabilities.

How Discover Puerto Rico tackled a complex political climate

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Discover Puerto Rico, the island’s official tourism body, faced a complex marketing environment in dealing with the aftermath of Hurricane Maria and the subsequent political controversy related to the recovery effort.

Medtronic puts 5,000 employees first in wake of Hurricane Maria

Case Study • SABRE Awards, North America, Employee Communications, 2018

Medtronic, a medical technology company, provided humanitarian and operational support during Hurricane Maria in Puerto Rico by creating a dedicated communications effort that reached out to employees and stakeholders.

Puerto Rico State Election Commission: Pin Drop To Vote

Case Study • MMA Smarties, Gold, LATAM, 2017

The Puerto Rico State Commission on Elections used mobile technology to help Puerto Ricans find their polling station quickly and easily.

Dentyne Ice: The Ñetalyzer

Case Study • MMA Smarties, Finalist, LATAM, 2017

Chewing gum brand Dentyne got involved in the conversation of the moment in Puerto Rico through the use of mobile technology such as Facebook Live video streaming.

Puerto Rico State Election Commission: VRoting

Case Study • MMA Smarties, Finalist, LATAM, 2017

The State Elections Committee in Puerto Rico used virtual reality headsets to overturn the negative perception of a new electronic voting system.

Triple S Advantage: All Gunns Blazing campaign video - '38 Years Later' (Puerto Rico)

Gunn Report • Gunn Creative, 2016

Contains the campaign video of '38 Years Later' for Triple S Advantage by the agency J. Walter Thompson in Puerto Rico.

Banco Popular de Puerto Rico: My bank, my space

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Banco Popular de Puerto Rico stimulated growth in the number of digital transactions undertaken.

Jovenes De Puerto Rico en Reisgo: The slacktivist click

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Jovenes de Puerto Rico en Reisgo (Puerto Rico Youth at Risk, PRYR) set out to combat the risks faced by youth from violence, drugs and other social problems.

Puerto Rico and Rehabilitation Department: Follow2Unfollow

Case Study • Alejandro Rosado, WARC Prize for Social Strategy, Entrant, 2014

This case study describes a social media campaign by Puerto Rico's government, which targeted youth with an anti-crime message, in contrast to previous unsuccessful campaigns.

Wall's: Print - 'Jury', 'Loan' and 'Ticket' (Puerto Rico)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Jury', 'Loan' and 'Ticket' for Wall's by the agency DDB Latina Puerto Rico in Puerto Rico.

Banco Popular: The most popular song

Case Study • Luis Toledo, Account Planning Group - (UK), Grand Prix, Creative Strategy Awards 2013

This case study describes how Banco Popular, the banking group, confronted a social norm of welfare dependency in Puerto Rico through music.

Follow2unfollow: using social media to drive social change

Article • Ivan Castano, Event Reports, The Festival of Media LatAm, September 2013

This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers.

Gunn Report • Gunn Creative, 2013

Contains the campaign video of 'The Most Popular Song' for Banco Popular De Puerto Rico by the agency JWT in Puerto Rico.

Banco Popular: The Most Popular Song

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, 2012

In Puerto Rico, Banco Popular aimed to improve its brand popularity with this campaign.

Casa Protegida Julia de Burgos: Hidden Messages

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2012

La Casa Protegida Julia de Burgos, a Puerto Rican charity helping victims of domestic abuse, found that the profile of their typical client had changed over 15 years.

Toyota Corolla: Film - 'Letter' (Puerto Rico)

Gunn Report • Gunn Creative, 2012

Contains the film creative 'Letter' for Toyota Corolla by the agency Badillo Nazca Saatchi & Saatchi in Puerto Rico.

Gunn Report • Gunn Creative, 2012

Contains the campaign video of 'The Most Popular Song' for Banco Popular De Puerto Rico by the agency JWT in Puerto Rico.

Stride Gum: Film - 'Heirloom' (Puerto Rico)

Gunn Report • Gunn Creative, 2010

Contains the film creative 'Heirloom' for Stride Gum by the agency JWT in Puerto Rico.

The low income consumer - a growth opportunity

Research Paper • Ana Cláudia Hernandes Fioratti, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico.

Ragu Sauce: Film - 'Father & Son' and 'Fingers' (Puerto Rico)

Gunn Report • Gunn Creative, 2006

Contains the film creative 'Father & Son' and 'Fingers' for Ragu Sauce by the agency JWT Puerto Rico in Puerto Rico.

Ragu Pasta Sauce: Film - 'Girl' (Puerto Rico)

Gunn Report • Gunn Creative, 2004

Contains the film creative 'Girl' for Ragu Pasta Sauce by the agency JWT Puerto Rico in Puerto Rico.

Univision Acquires Puerto Rican Stations

News • 22 June 2001

Univision Communications – America’s leading Hispanic network – has acquired two television stations on the island state of Puerto Rico.

Motorombar/ Nissan: Film - 'Drunk Driving' (Puerto Rico)

Gunn Report • Gunn Creative, 1998

Contains the film creative 'Drunk Driving' for Motorombar/ Nissan by the agency Lopito Lleana & Howie in Puerto Rico.

TV Reach and Frequency. . . Finally. . . At Last. . . Out of the Black Box

Article • William McKenna, Advertising Research Foundation Workshops, Media in Motion, December 1997

The ability to evaluate a TV schedule on the basis of target audience Reach & Frequency (R&F) has become a major consideration in the assignment of media planning and buying responsibilities for major advertised brands.

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.