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The World: Insider's View - South America.
South America contains a diverse hotchpotch of cultures that spawn surprising, iconic advertising ideas, Hernan Ponce says.
Talking about South America as a homogenous continent seems a rather hard task. I believe that not even the British genius would choose the same adjective to define, for instance, the advertising in Italy and France.
Likewise, Brazil and Argentina are different (not only in language) and neither of them have much in common with Mexico, Chile, Uruguay or Colombia.
I would also venture to say that not even the freshness so much talked about in other latitudes when referring to SOAM (South America ... sounds cool, doesn't it?) is our exclusive property. At one time, this used to refer to the Scandinavians, the Dutch and even the Australians. Today, we share it with the Thais and Belgians.
What we definitely do in South America is create advertising that surprises.
We don't really know why, but it does surprise. My theory, looking back on history, is based on the fact that, much to my astonishment, I discovered we were good even in the times when we were bad.
A T-shirt with the image of Che Guevara (a real icon) sells undoubtedly better than one with the image of Churchill. Evita had her own musical in ...
- Telecom South America makes United States debut; First to provide U.S....
- Press release article from: Business Wire May 22, 1996 700+ words
...WIRE)--May 22, 1996--Telecom South America today announced that it has launched...operations, affiliates or subsidiaries in South America. To date, these companies have had...integrate their critical operations in South America with the data resources of their U...
- South America
- Encyclopedia entry from: Encyclopedia of Food and Culture Ortiz, Elisabeth Lambert; Balladares-Castellon, Elizabeth January 1, 2003 700+ words
SOUTH AMERICA SOUTH AMERICA. South America is a continent composed of twelve countries and one French colony. The Spanish-speaking countries are: Argentina, Bolivia, Chile, Colombia, Ecuador, Paraguay, Peru, and Venezuela. (Portuguese...
- Ford Realigns South America Operation.
- Press release article from: PR Newswire April 13, 2006 700+ words
...appointed executive director, Canada and South America * Barry Engle is appointed president...Maciel Neto resigns as president, Ford South America, effective May 3, to join Suzano...today a realignment of the Canada and South America organizations, and has named Dominic...
- Travel and tourism can only be afforded by the wealthy in Central and South...
- Press release article from: M2 Presswire February 6, 2006 700+ words
...the wealthy in Central and South America.(C)1994-2006 M2 COMMUNICATIONS...Tourism Analyst - Central & South America Outbound to their offering...travellers from Central and South America is influenced strongly by economic...
- Travel and Tourism Can Only Be Afforded by the Wealthy in Central and South...
- Press release article from: Business Wire February 7, 2006 700+ words
...and Tourism Analyst - Central & South America Outbound to their offering. The flow of outbound travellers from Central and South America is influenced strongly by economic...Overview Figure 1: Outbound travel from South America, 2001-03 Data Sources Central America...
- Holland America Line's ms Veendam to Sail South America in 2009-2010.
- Press release article from: PR Newswire October 13, 2008 700+ words
...Oct. 13 /PRNewswire/ -- With South America emerging as one of the top destinations...fashion, Veendam is set to cruise South America for the fall 2009 and the winter and...Veendam embarks on its sailings in South America, it will have undergone extensive...
- South America: how well do you know your neighbor?
- Magazine article from: Junior Scholastic October 31, 2005 700+ words
...European explorers reached the New World, South America was home to many civilizations. The...widespread poverty and weak economies. South America's natural resources include gold...mired in a decades-long civil war. South America and the World Since the terrorist attacks...
- Tyco Submarine Systems Ltd. Announces 'SEAHORSE South America' Maintenance...
- Press release article from: PR Newswire October 28, 1999 700+ words
...Ltd. (TSSL) (NYSE: TYC) announced today the introduction of the SEAHORSE South America Maintenance Program (SEAHORSE South America), SEAHORSE South America is a continuation of the private maintenance programs that TSSL began to offer...