Latin America Is Not a Country: 5 Things Every Marketer Needs to Know

Latin America consists of 33 countries, with more than 660 million people and 370 different languages. It is renowned for its tapestry of culture, hospitality, cuisine and music, to name a few elements. 

For brands, the region presents a mass local market; and we know that consumer power comes from cultivating local differences. So, we spoke to several LATAM partners of the Worldwide Partners (WPI) global network of independent agencies to understand how marketers can best scale local relevance throughout the region.

Here we are joined by: Propeg CEO Vitor Barros, Activamente CEO Ana Cravioto, Halsband Worldwide Partners director Federico Halsband, Yink CEO Andrés Sierra, t2ó managing director Alex Ramirez, and finally, CMV | R&R Partners CEO and Partner Diego Velasquez Martinez del Campo. 

Think Multilingual and Multicultural

Diego Velasquez Martinez del Campo and Vitor Barros emphasise that marketers need to empathise with, and represent, many groups of consumers and community cultures. This starts with understanding native languages. 

One example given by Andrés Sierra is the word ‘pájaro.’ In Costa Rica, it is considered a bad word, whereas in Columbia, it simply means ‘bird’. Another, given by Diego, is Mexico. Whilst most Mexicans speak Spanish as a native tongue, there are over 68 native indigenous dialects that thrive within communities. Brands need to recognise and attempt to understand them. 

The traditional model for campaign localisation in multiple markets fails because it relies on translating a central message. To resonate with consumers, Diego says brands need to focus on interpreting the nuances and cultural contrasts of each country. There are huge benefits to be gained in thinking global and acting local, adds Alex Ramirez. The main benefits are of course a localised brand recognition, as well as much more accurate messaging that conveys the product or service to a local audience. He continues that it's about understanding the language, the culture, and the moment. 

Field Research Is Imperative

Our contributors agree that understanding cultural nuances comes down to research. Vitor says learning the differences in Brazil takes a significant investment that pays off handsomely. Diego adds that most countries in the region present similar contrasts due to historical events, shifts in demographics and access to information and technology.

Federico notes that brands need first-hand knowledge of the local markets. As Diego puts it, ‘be sure to recognise where your markets come from before you tap into them.’

Whilst desktop research may be sufficient to give marketers general ideas, only field research can reveal the mindsets of communities. In Colombia, says Andrés, this is called ‘tropicalising’ the message – getting local people to help identify and hone communication ideas that will resonate. 

Culture Transcends Language

Values and interests vary by country and community. Leaning into the richness of local cultures deepens marketers’ perspectives, says Vitor. And, these idiosyncrasies can better inform advertising. 

Ana recommends social listening to define differences in motivations, values and aspirations. She believes fishing in the flow of information about and from communities creates an essential foundation for strategy. 

However, maybe we can add even more value by being more involved with learning languages like Spanish and Portuguese, posits Andrés. Learning the culture starts with learning the subtleties of the language itself.  

Youth Power Is On the Rise

There are more young people than ever across Latin America. They represent a more dynamic range of consumers, and they are rapidly reshaping both the traditional family status quo and their own roles within society. Diego cements this, advising that we must not only adapt to different media platforms and more snackable content, but recognise that young people have a bigger voice now. They are leading figures in cultural changes affecting the region, and their power generates huge creative opportunities. 

As young people are becoming more socially driven, Federico Halsband notes that messaging must be in tune with the causes and the struggles that motivate them, without making the sell itself too obvious. 

What’s more, communication formats are dramatically changing. According to Ana, marketers need to lean into short video, natural communication and infographics, whilst trying to be instantaneous. She continues that brands need to be faster when shifting their ad dollars to where audiences spend time, such as the Esports and gaming industry where it is estimated young people within the region spend two-thirds of their online time. 

The Creative Bar Is High

Agencies in the region have had to become resourceful and resilient, says Diego, because marketers operate with more limited budgets in the face of economic uncertainty. So, creative teams are oriented toward finding low- and no-cost ways to anticipate and propel cultural change rather than simply chase after it. 

Federico believes uncertainty spurs agencies’ greatest advantage – there’s a constant push for new ways to communicate. “Our main difference is how we conceptualise and design a campaign,” adds Alex.’ 

Latin America stands as a model for effective global marketing. Campaigns created from the market outperform those translated for the market. That’s a fundamental lesson for communicating in a world that's becoming more dynamic and specialised every day. 

Photo by Krys Amon on Unsplash