Latin America

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'Julieta' CASMU electronic medical history

Case Study • SABRE Awards, Winner, LATAM, Employee Communications, 2017

CASMU, a healthcare services brand, designed a holistic communications campaign to introduce its new digital medical records to Uruguayans.

El Observador : Print - 'White House', 'Reichstag' and 'Kremlin' (Uruguay)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'White House', 'Reichstag' and 'Kremlin' for El Observador by the agency Havas Worldwide Gurisa in Uruguay.

Amnesty International Annual Report: Print - 'Portraits Against Oblivion' (Uruguay)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Portraits Against Oblivion' for Amnesty International Annual Report by the agency Lowe Gingko in Uruguay.

From perception to experience - a new approach to understand purchase experiences

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.

The interaction between media, technology and youth

Research Paper • Nora de D'Alessio, ESOMAR, Latin America Conference, Buenos Aires, September 2005

This paper reflects the “new” relationship the young people of Latin America from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to the Internet are establishing through this medium.

Lifestyles in Uruguay

Research Paper • Nicolas Somma, ESOMAR, Latin American Conference, Uruguay, May 2003

This paper presents the main results of research carried out at the beginning of 2002, based on a 2,000 case survey, concerning lifestyles in Uruguayan society.

eCommerce: A necessity without a market?

Research Paper • Alain Mizrahi, ESOMAR, Latin America, Mexico City, May 2001, pp. 135-159

A high rate of Internet penetration does not itself ensure the development of eCommerce. All companies dealing with this issue must commit themselves to understanding the principles underlying any possible commercial strategy on Internet.

Volkswagen Corporate: Film - 'Manos' (Uruguay)

Gunn Report • Gunn Creative, 2001

Contains the film creative 'Manos' for Volkswagen Corporate by the agency Slogan DDB in Uruguay.

Maico Del Uruguay Hearing Aids: Print - 'Start' (Uruguay)

Gunn Report • Gunn Creative, 1999

Contains the print creative 'Start' for Maico Del Uruguay Hearing Aids by the agency Ginkgo Saatchi & Saatchi in Uruguay.

Volkswagen New Beetle: Film - 'Born Out Of Love' (Uruguay)

Gunn Report • Gunn Creative, 1999

Contains the film creative 'Born Out Of Love' for Volkswagen New Beetle by the agency Slogan DDB in Uruguay.

Researching the global Latin world: conducting cross-cultural qualitative research

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.

Global Ad Trends, January 2018: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
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.
The four moments of experience: Streamlining the process of packaging development

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.
Doritos: Mystery – Challenging a Generation

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2017

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest 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.