Latin America

News • 05 December 2018

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

How sponsorship, word of mouth, and event marketing delivered brand love to Panama’s national airline

Article • Geoffrey Precourt, Event Reports, Festival of media LATAM, October 2018

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

Telemetro Reporta: The Tweeting Pothole

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how MEDCOM, a TV channel in Panama, promoted a local news segment by focusing on potholes and social media.

My Ideal Dog

Case Study • WARC Cases, MPG, 2010

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

Yahoo Waits for Panama Profits

News • 19 April 2007

SUNNYVALE, California: Yahoo's first quarter results fell short of analysts' expectations as its revamped online search advertising system, dubbed Panama , failed to provide the hoped-for impetus to close the gap on market leader Google .

Yahoo's High Hopes for 'Panama' Ads Revamp

News • 08 March 2007

SUNNYVALE, California: Web search giant Yahoo says its Project Panama advertising revamp is paying dividends.

Yahoo Advances 'Panama' Search Ad Launch Date

News • 25 January 2007

SUNNYVALE, California: Panama , the new and eagerly anticipated search-advertising portal from Yahoo , is to be unleashed one month ahead of its original launch date, according to an announcement Tuesday by the company's chairman/ceo Terry Semel .

The low income consumer - a growth opportunity

Research Paper • Ana Cláudia Hernandes Fioratti, ESOMAR Conference papers, 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.