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The Truth About Multilatinas Brands

Tuesday, 13 February at 1:50 PM

Innovation Stage - Room 2    View Map

In this session...

McCann Worldgroup’s latest regional report focuses on the emerging opportunity of Multilatinas: Latin American companies that are expanding beyond their own national borders to other parts of the region. Through the lens of our proprietary data and case studies from our Multilatina clients, this study aims to explore consumer attitudes and behaviors in the key Latin American markets to create a cultural roadmap for aspiring Multilatinas on how they can truly engage with consumers across multiple Latin markets. We look to unpack what defines Latin America as a region, but also to understand what are the critical flection points that sets each nation apart. How can Multilatina brands leverage the cultural lines of influence and existing inter-regional dynamics? What is expected of brands and how can they earn the trust of consumers in today’s complex socio-economic environment and how has this changed in the past three years since we first started this research? With 3/4 of Mexican consumers stating they would rather buy a regional brand as opposed to a global brand, we look at Latin American consumers’ appetite for regional brands versus global consumers and identify the key challenges and opportunities for marketers.

Presented with


Speakers

India Wooldridge SVP, Director McCann Truth Central
Josafat Solis Chief Strategy Officer MWG Latin American & Caribbean

Event Details

Event Type Seminar

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