Latin America

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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.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
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.
Antarctica's Web Series: A new way in beer branded content

Case Study • João Gabriel Fernandes, David Gross, Mariana Corradi, Mariana Nobis, WARC Awards, Silver, Effective Content Strategy, 2018

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.
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.
Millennial lens: Deep-dive into much more than an age group

Research Paper • Constanza Cilley, ESOMAR, Latin America, 2018

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.
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.