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Videos
Building iconic brands (Spanish)
Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Sebastian Corzo, Federico Barallobre
Companies: AB InBev, Kantar
May 14, 2018
Videos
Beyond traditionalism (Spanish)
For too long, Latin American markets in general, the Mexican one in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Alfredo Troncoso, Elisa Romero
Companies: De La Riva Group, AB InBev
May 14, 2018
Videos
Modeling insights with ESPN
Measuring the media effectiveness, by ESPN, for luxury brands in Latin America.
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Cynthia Rivera, Jelle Lock
May 14, 2018
Videos
PEPFlix (Spanish)
Imagine this: your boss gives you the task to increase sales to each of your customers (you have 300 customers) but you only have 5 minutes to convince them. By the way, do not assume that your customers will give you their full attention during...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Javier Cohenar
Company: PepsiCo
May 14, 2018
Videos
McDonald's deeper consumer understanding
Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Oscar Yuan, Gabriela Basabe
Company: McDonald's Corporation
May 14, 2018
Videos
Brain systems and brand experiences
The consumer decision environment is changing both in macro and micro. The rhythm of these changes is incredibly fast, both in social and technological aspects and affect the way people interact, communicate and buy brands. From human understanding...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Juliana Oliveira, Maria Carolina Rodrigues
Company: Ipsos MRBI
May 14, 2018
Videos
