The Brazil Opportunity: A Guide for Marketers

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JWT presents a primer for brands seeking to tap into new mass market in "country of the future".

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"The Brazil Opportunity: A Guide for Marketers" 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.

JWT, the world’s best-known marketing communications brand, today releases a comprehensive guide for marketers looking to enter or expand their footprint in Brazil, the world’s fifth most populous country.

"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," said Ann Mack, director of trendspotting at JWT. "Yet many international brands are absent or only starting to eye the terrain."

Based on on-the-ground research, "The Brazil Opportunity: A Guide for Marketers" 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, JWT includes takeaways for brands and examples of how domestic and international marketers are connecting with Brazilian consumers.

"International brands that can fuse their global expertise with a careful understanding of Brazil’s culture and consumers will find massive opportunities in this dynamic environment," said JWT trends strategist Will Palley, who led the research and writing behind the 82-page report. "And the opportunities are only expanding as the upcoming World Cup and Olympics drive consumer momentum. Our report acts as a guide for brands looking to explore the rich potential of this market."

The report dives into four areas, providing examples and practical advice for brands throughout:

  • The Brazilian Consumer: This overview describes Brazil’s five class segments and explains how, in this hierarchical culture, status-consciousness and ambition drive consumer behavior. This is a nation of spenders, not savers, and marketers must cater to their impulsive consumption habits and right-brain mindset. They are also ebullient shoppers who are finding their voice for the first time—becoming "citizen consumers" who demand respect.
  • The Brazilian Culture: Understanding these consumers requires insight into Brazil’s unique culture, forged from a rich mixture of influences. It’s defined by both a robust national pride and a longstanding inferiority complex, a vibrant optimism and a strain of bittersweet nostalgia. Of prime importance to Brazilians are family and community, with football—almost a national religion—not far behind. Stratification is ingrained, but that’s changing as culture starts to trickle both down and up. Regional differences—and bairrismo, or local pride—are also important to understand in a country that stretches across a landmass larger than the continental U.S.
  • Media and Technology: Brazil is home to South America’s largest media conglomerate, a fragmented radio and newspaper market, and an enthusiastically digital consumer. Brazilians have embraced mobile, with the latest phones serving as status symbols, and are prolific social networkers.
  • Overcoming Hurdles: International brands can tap into several inherent advantages they carry over entrenched domestic brands—but will also need to counter an enduring affection for local goods and navigate some serious business challenges, including protectionist policies and poor infrastructure.

"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.

The report is available at; subscribers to the JWTIntelligence iPad app will be able to update the app to include this report. Additional knowledge and research on includes recent trend reports on retail, men, travel, mobile, embracing analog and food, as well as JWT’s 10 Trends for 2013 and 100 Things to Watch in 2013.

About JWT

JWT is the world’s best-known marketing communications brand that has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit and follow us @JWT_Worldwide.

About JWTIntelligence

JWTIntelligence is a center for provocative thinking that focuses on identifying shifts in the global zeitgeist. Its aim is to bring the outside in—to help inspire ideas beyond brand, category and consumer conventions—and to identify emerging opportunities so they can be leveraged for business gain. As a part of JWT, the world’s best-known marketing communications brand, JWTIntelligence has conducted trends research and analysis across categories and geographies for nearly a decade. For more information, please visit and follow us @JWTIntelligence.

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Jinie Kwak
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