Congreso Latinoamericano de ESOMAR: SHIFTING PARADIGM

In the Global Market Research Industry, Latin America is the fastest growing region, punching well above US1 billion (Source: ESOMAR Global Market Research 2007). The region is becoming a protagonist in the centre of the globalisation process. Along side China and India it is set to keep on growing during the next period turning the crisis of the recent past into an opportunity for development. We are witnessing a new paradigm: Latin America with all its idiosyncrasies and ambiguities is going through a mind shift where success is considered a real possibility.

Our Conference in Mexico City explores this paradigm shift from three angles:

Globalisation as a reality - Localisation as an opportunity;
Thriving in the paradox;
Catching up with innovation.

We want to share great stories of synergy with local teams and exciting developments from within and outside the region.

SUNDAY 11 MAY

WORKSHOP

SEMIOTICS (2 days) - Day 1 Cultural insight for enhanced communication
MONDAY 12 MAY

WORKSHOPS

SEMIOTICS (2 days) - Day 2 Cultural insight for enhanced communication

ADVANCES IN MARKET SEGMENTATION Making better decisions

Conference day one

OPENING KEYNOTE

Rosy Ocampo, TV Producer & Innovation Director, Televisa, Mexico

GLOBALISATION AS A REALITY - LOCALISATION AS AN OPPORTUNITY

No Latin Love

Mixed views towards globalisation

Constanza Cilley, TNS, Argentina

The myth of the invincible global brand

Understanding the drivers of brand loyalty

Nigel Hollis, Millward Brown, USA

Jorge Alagon, Millward Brown, México

Latino Youngsters

Mexico and Brazil vs China

Gregorio de Villa and Brian Martin-Onraët, G. de Villa y Asociados, Mexico

Internet on wheels

The South American experience

Guilherme Caldas de Castro – Professor of University of the State of Rio de Janeiro (UERJ)

Iván Casas – eCMetrics, USA

Gonzalo D. Peña – eCMetrics, Argentina

The “Glo-cal” branding toolkit

A global strategy in local markets

M. Gabriela Ugalde Romagnoli, Nestlé, Chile Mauricio Yuraszeck Ardiles, Millward Brown Chile

THRIVING IN THE LATAM PARADOX

Bridging market paradoxes

Cross-cultural experiences in different categories

Saul Feldman, FOCOS Latinoamerica, Argentina

An ocean of brands

Swimming among sharks

Laura Ruvalcaba, Felipe Espinosa and Deborah Elkes, Group BRAIN, Mexico

The power of emotions

Influence of multisensory marketing strategies

Karla Barajas, Instituto de Empresa Business School, Spain

Conference day two

OPENING KEYNOTE

Beyond our Frontiers

Gabino Gomez Carbajal

Director General Barcel, Bimbo Group, Mexico

CATCHING UP WITH INNOVATION

Cyber quali

Perspectives for Latin America

Diva Maria Tammaro de Oliveira, Recherche Pesquisa de Motivação, Brazil

Brazil breaks barriers

Innovating by using Second Life

Tim Bohling and Jussara Unis, IBM, USA

Once gotten, not forgotten

Revealing hidden emotions

Lidia Oie Jiques, Ipsos-APOYO Opinión y Mercado S.A., Peru

Discussion Panel

FUTURE VISIONS

Global advances of market research in Latin America

David Lowden, Chief Executive, TNS Global

Leticia Carneiro da Silva, Senior Market Research Manager LATAM J&J, Brazil

Ruben Jara, President, IBOPE AGB, Mexico

Moderator: John Price, InfoAmericas, USA

The secrets of neuromarketing

Reading consumers’ minds

Javier Cervantes, Psyma Latina, Mexico

Philipp Hillenbrand, Allianz, Mexico

Alejandra Ruiz and Oscar Prospéro, Universidad Nacional Autónoma de Mexico (UNAM)

Neurosemiotics

The key to successful marketing

Gabriela de la Riva, Roberto Valdés, Rocio Ordoñana, Carlos De León, Monica Moctezuma Echeverría & Claudia Martínez Tárrega , de la Riva Group, Mexico

MÁS INFORMACIÓN E INSCRIPCIONES EN: http://www.esomar.org/index.php/programme-20.html