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Videos

The new multi-screen world (Spanish)

From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways people move among screens to get stuff done:...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Daniel Finder, Gonzalo Barbieri
Company: Ipsos MRBI
June 15, 2014
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Citation

Finder and Barbieri (2014a, June 15). The new multi-screen world (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-new-multi-screen-world-spanish-


Videos

Twitter (Spanish)

The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher's...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Andrea Marcela Durán Sánchez, María Angélica Aya Zarate
June 15, 2014
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Citation

Sánchez and Zarate (2014a, June 15). Twitter (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/twitter-spanish-


Videos

Beyond brand tracking (Spanish)

Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated communication plans, which would be able to measure...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Gabriel Aleixo, Flavio Marcondes
June 15, 2014
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Citation

Aleixo and Marcondes (2014a, June 15). Beyond brand tracking (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/beyond-brand-tracking-spanish-


Videos

The most effective promotion (Spanish)

LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Juan Andres Tello, Leonardo Solano, Gerard Loosschilder
June 15, 2014
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Citation

Tello, Solano and Loosschilder (2014a, June 15). The most effective promotion (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-most-effective-promotion-spanish-


Videos

Storytelling lunch briefing (Spanish)

Storytelling lunch briefing by Patricio Pagani, Infotools, New Zealand.

Catalogue: Latin America 2014: Accelerating Growth
Author: Patricio Pagani
Company: Infotools
June 15, 2014
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Citation

Pagani, P. (2014a, June 15). Storytelling lunch briefing (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/storytelling-lunch-briefing-spanish-


Videos

Latin America inside out (Spanish)

In the past decade, Latin America has experienced a period of resurgence, with strong growth and improved social outcomes. This presentation comprises an analysis of the main implications of this growth focusing on the political, consumer and social...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Marita Carballo, Constanza Cilley
June 15, 2014
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Citation

Carballo and Cilley (2014a, June 15). Latin America inside out (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/latin-america-inside-out-spanish-


Videos

New generation brands (Spanish)

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of...

Catalogue: Latin America 2014: Accelerating Growth
Authors: María Luz Moreno, Natalia Gitelman, Federico Barallobre
June 15, 2014
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Citation

Moreno, Gitelman and Barallobre (2014a, June 15). New generation brands (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/new-generation-brands-spanish-


Videos

Heineken goes mobile in emerging markets (Spanish)

Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and...

Catalogue: Latin America 2014: Accelerating Growth
Author: Miguel Ramos
Company: Forsta
June 15, 2014
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Citation

Ramos, M. (2014a, June 15). Heineken goes mobile in emerging markets (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/heineken-goes-mobile-in-emerging-markets-spanish-


Videos

The top 50 most valuable Latin American brands (Spanish)

Facing a global economic crisis context, where many competitors have shrunk their revenues, Latin America shows very strong brands, which help reduce the impact on unfavourable macroeconomic conditions. How is this possible? Which are the common...

Catalogue: Latin America 2014: Accelerating Growth
Author: Martin Schijvarg
June 15, 2014
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Citation

Schijvarg, M. (2014a, June 15). The top 50 most valuable Latin American brands (Spanish). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-top-50-most-valuable-latin-american-brands-spanish-