In the decade-plus since the BRIC moniker was coined, the expectation that Brazil would emerge as a robust new market for brands has been borne out. Yet many international brands are absent or only starting to eye the terrain.
The full report serves as a comprehensive guide for marketers looking to enter Brazil or expand their footprint. It is a wide-ranging introduction to a complex culture, consumer mindset and media landscape: a look at the forces that have shaped Brazilian society and how it’s evolving in tandem with massive political, economic and social shifts. Throughout, we include takeaways for brands and examples of how domestic and international marketers are connecting with Brazilian consumers.
“The Brazil Opportunity: A Guide for Marketers” is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, JWTIntelligence conducted research in Brazil, including expert interviews. Colleagues at JWT São Paulo, JWT Porto Alegre and JWT Rio de Janeiro, as well as Ampla Comunicação in Recife, provided invaluable assistance and insights. The report also includes data from quantitative surveys conducted using SONAR, JWT’s proprietary online tool.