Latin America

Case Study • Case Studies on WARC, 2018

Sports betting operator Supermatch increased in popularity with a campaign that celebrated Uruguayans’ passion for football.

Knorr: Masterchef

Case Study • Valentina Carracedo, Daniela Maspole, Agustina García, WARC Awards, Entrant, Effective Content Strategy, 2019

Cooking solution brand Knorr used an innovative partnership approach in Uruguay to increase awareness and boost trial of its new products.

CloseUp: BesoFermi

Case Study • Maria Noel Daguerre, Vanina Di Blasi, Romina Calcagno, Cecilia Pintos, WARC Awards, Entrant, Effective Social Strategy, 2019

CloseUp employed an entertainment-focused interactive social media campaign for its relaunch in Uruguay, with the objective of becoming the number-one oral care brand among young people.

Ministerio de Turismo de Uruguay: Posicionando a Uruguay Frente a Sus Públicos Estratégicos de Países no Fronterizos

Case Study • SABRE Awards, Gold, LATAM, Travel & Leisure, 2018

The Ministry of Tourism of Uruguay, a branch of government, was able to boost tourism in Uruguay due to its strategic communications developments, which led to a 21% increase in tourism.

'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)

Rankings • WARC Creative 100, 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)

Rankings • WARC Creative 100, 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)

Rankings • WARC Creative 100, 2001

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

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

Rankings • WARC Creative 100, 1999

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

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

Rankings • WARC Creative 100, 1999

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