The Giant Has Awakened: Building Brands in Brazil
200 million people across 3.3 million square miles, contributing to $2.4 trillion in GDP. Welcome to Brazil, “the country of the future.” Set to be the sixth largest economy by 2030, Brazil is not only the heart of football, samba and sandy beaches but also multinational giants like Embraer, Petrobras and AB InBev. It is a burgeoning presence on the international scene: a cultural and economic powerhouse, rich in natural resources and home to a young, urban and increasingly affluent population.
There’s an opportunity, and now’s the time to seize it. With the World Cup imminent and the Olympics soon after, optimism in Brazil is riding high. The country’s rapidly emerging group of enthusiastic consumers is hungry for international brands like never before.
This session will explain how brands can succeed in Brazil, drawing on in-depth, on-the-ground research, rich market experience and conversations with local thought leaders. The giant has awakened. Don’t get left behind.
Will is a trends strategist at JWT, where he, along with his colleagues, helps brands turn shifts in the zeitgeist into opportunities. He is responsible for tracking cultural and behavioral trends around the globe and providing insights on what these mean for marketers and how they can be leveraged for business gain.
Will has worked extensively on mobile technology, emerging media and demographic shifts, including the emergence of Generation Z. He has presented at Social Media Week in New York, South by Southwest and other conferences. His thought leadership has been covered in multiple publications including Forbes, the Financial Times, Adweek, Stylus and Britain’s Metro. He collaborates with JWT teams and clients around the world on projects ranging from mobile innovation to developmental psychology to the quantified self.
Prior to joining JWT, Will was with leading executive search firm Egon Zehnder in Buenos Aires. Before that he was a management consultant with Booz & Company and a journalist at Condé Nast Traveler. He is originally from London and completed his undergraduate degree at Princeton University.