Latin America

BBDO cleans up with LatAm and Pacific agencies of the decade

News • 24/06/2020

Omnicom-owned network BBDO has had two agencies named as regional agencies of the decade at Cannes Lions, with Colenso BBDO taking the Pacific regional prize, while AlmapBBDO takes the Latin American gong.

Sprite: I Love You, Hater

Case Study • Case Studies on WARC, 2019

Soft drinks brand Sprite launched a multi-channel campaign to help teens respond to online haters in Latin America.

Clorox uses brand purpose to engage consumers in Latin America

News • 26/11/2019

The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America.

How Clorox shapes its brand strategy in Latin America

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, November 2019

The Clorox Company, which makes products ranging from bleach to charcoal and salad dressing, has a major presence in Latin America, and is making sure its brand strategies are fit for purpose in the region.

Mercado Libre: Histories with a story

Case Study • MMA Smarties, Bronze, X (Global), 2019

Mercado Libre, an e-commerce platform, increased its traffic and unique user count throughout Latin America, by launching a campaign focused on the 20-year purchase history of its users and creating over 20 different video creatives featuring them.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Getty Images: Visual Storytelling through Latin America

Case Study • SABRE Awards, LATAM, Geographic, Gold, 2019

Getty Images, a visual media company, increased its brand awareness in Brazil, Mexico, Colombia, Argentina and Chile through a multi-faceted press campaign.

Diversidad en las Calles

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

SAP, a software company, created Diversity in the Streets, which saw street artists paint portraits on walls in countries across Latin America to show the importance of diversity.

Rappi App: Growth hacking with Winclap

Case Study • MMA Smarties, Silver, LATAM, 2019

Rappi App, a home-delivery app, partnered with a mobile development company to redesign its creative advertising strategy and increase sales across South and Central America.

Creating brand and business transformation: Awakening a sleeping giant

Research Paper • Sally Smallman and Emiliana Vidali, ESOMAR, Congress, 2019

Explains how, in ten years, Gordon’s Distilled Gin, an alcoholic drinks brand, reversed its decline by discovering new insights and changing leadership behaviours in the UK.

Forum: Do millennials differ in terms of survey participation?

Research Paper • Oriol J. Bosch, Melanie Revilla and Ezequiel Paura, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 359-365

Millennials have been the focus of quite some research because of their differences with older cohorts.

Fox Networks Group Latin America: Who?

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Fox Networks, the US multimedia group, raised awareness of its on-demand subscription service through a short film in Latin America.

Centro Cuesta Nacional: Invisible Fish

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

2019's Best of the Best in North America and Latin America

News • 23/04/2019

BBDO New York and MediaCom Mexico City top the agency rankings in two new WARC Best of the Best reports which showcase the best campaigns and companies in North America and Latin America across creativity, effectiveness and media excellence.

Latin America's best campaigns and companies 2019

Rankings • Rankings Articles, April 2019

Explore WARC’s pick of the Latin American campaigns, and agencies working on campaigns in the region, that have performed best over the past year.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG

Research Paper • Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet and Joaquín Tapia, ESOMAR, Latin America, 2019

Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.

Breaking the Walls Between Traditional and Digital Marketing: Challenging how marketing as we know it drives brand sales andROI

Research Paper • Caio Daier, Rebecca Azevedo, Emiliano Mosca and Liliana Antunes, ESOMAR, Latin America, 2019

Facebook, a social networking service, created various advertising sales experiments in Latin America between 2017 and 2018 to explain how different marketing practices generate brand sales.

The challenge of a global brand in unstable times: How to preserve the essence of Coca-Cola empathizing with the consumer’s context in Latin America

Research Paper • Carolina Andrea Porcari, María Muzio, Rosaline Hester and Sabrina Scolnic, ESOMAR, Latin America, 2019

Coca-Cola, a drinks brand, localized its communications in South Latin America while continuing to reinforce the "international power" of the brand.

Southwest Airlines Co (Transport & tourism)

Article • Euromonitor Profiles, April 2019

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co.

LATAM Airlines Group SA (Transport & tourism)

Article • Euromonitor Profiles, March 2019

This Company Profile from Euromonitor provides key details and analysis of LATAM Airlines Group SA, the owner of brands such as LAN Argentina, Air Class, and MasAir.

HP Core Pavilion: Drive-to-Store

Case Study • Case Studies on WARC, 2018

Hewlett-Packard used location data to serve personalised ads to mobile users near its stores to drive footfall in LATAM.

Core Pavilion: HP INC Core Pavilion Drive-to-Store

Rankings • WARC Media 100, 2019

HP, the technology company, used geolocation technology to increase its Core Pavilion laptop sales in Colombia, Chile, Ecuador, Guatemala, Costa Rica and Peru.

Latin America’s year of big questions

Opinion • Juan Isaza, February 2019

Two of Latin America’s largest economies have taken very different political paths for 2019. DDB Latina’s Juan Isaza explores what these divisions could mean for brands across the continent.

Not Just Doing Digital: Being Digital

Article • Carlos Pezzani, WPP Atticus Awards, Winner, 2018

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.