During presentations at McCann Worldgroup's office in Bogotá, Colombia, staffers have taken to letting a chicken loose to hunt and peck around clients' feet. In Mexico City, the big advertising agency hired a local merchant to install racks of potato chips and otherwise transform its conference room into a bodega, or corner grocery store. The point of these exercises: to give big marketers some insight into the lifestyles of Latin America's low-income consumer.
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