RP&A Latinoamérica

03 · ADVERTISING

Advertising Agency Backed by Research

Every piece communicates the right message, to the right audience, through the right channel, because each of those was measured first. That is what in-house research buys.

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Advertising at RP&A Latinoamérica rests on an asset most creative agencies do not have in-house: a market research division running more than 300,000 interviews a year. The creative concept does not come from an isolated brainstorm, but from what the consumer already said.

It also closes the loop. Advertising pre-tests and post-tests measure whether a piece communicates what it intended before spending on media, and what the audience actually remembered afterwards. Campaign tracking shows how things evolve while the campaign is still live, not once it is over and nothing can be corrected.

Execution covers everything from concept and naming to physical production: print, point-of-sale material, displays and promotional video. On the digital side, social ads, display, SEM and landing pages. A single team answers for the idea and for making it real.

On the digital side the campaign does not end at the click. The landing pages and sites that receive the traffic are built by the agency's own technology division, so the creative, the destination and the measurement are designed together. That is the difference between spending on media and knowing what that spend returned.

Virtual focus group session for advertising pre-testing
Virtual focus group session for advertising pre-testing

What an advertising campaign includes

Concept and brand

  • Creative concept and storytelling
  • Naming, logo and slogan
  • Graphic identity manuals
  • Editorial design and packaging

Campaigns

  • BTL and ATL
  • Social ads, display and SEM
  • Landing pages and interactive campaigns
  • Websites

Production

  • Print, brochures and catalogs
  • POP material and displays
  • Promotional material
  • Promotional video

From insight to piece

  1. 01

    Upfront research

    RP&A starts from audience profiles, consumption habits and brand monitoring gathered by its own research division. Before a concept is proposed, it is already known who is being addressed and what matters to them, rather than inferred from a brainstorm.

  2. 02

    Concept and brand

    The creative team develops storytelling, naming, logo and slogan, with the corresponding graphic identity manual. It includes editorial and packaging design when the product calls for it, so the brand reaches every consumer touchpoint coherently.

  3. 03

    Campaign

    Execution covers BTL and ATL, social ads, display and SEM, landing pages and interactive campaigns. The channel is chosen by where the audience actually is according to the research, not by what is fashionable that year.

  4. 04

    Measurement

    RP&A pre-tests before spending on media, tracks while the campaign is live and post-tests at close. That makes it possible to fix a piece while fixing it is still cheap, and turns advertising into an investment that can be evaluated with numbers.

Questions about advertising

What is an advertising pre-test and what is it for?

An advertising pre-test measures, before spending on media, whether a piece communicates what it intends to and how the target audience reacts. RP&A runs them with the same research infrastructure used for its market studies, which makes it possible to fix the piece while fixing it is still cheap.

Can we hire only the creative side?

Yes. RP&A Latinoamérica can develop creative concept, identity and production without the client contracting research. The difference is that when research is included, creative decisions stop being based on judgement and start being based on evidence.

Do you handle physical production as well as digital?

Yes. RP&A's advertising division produces print, brochures and catalogs, point-of-sale material and displays, promotional material and video, alongside the full digital front: social ads, display, SEM, landing pages and websites.

The other capabilities

RESEARCH

Research

RP&A designs studies that go beyond surface-level data: every project is strategic, customized and traceable, backed by more than 300,000 annual interviews and coverage across 270 cities in Latin America.

PLANNING

Planning

RP&A translates findings into solid strategies: every plan starts from an analysis of the environment, the competition, market trends, consumption habits and the client’s internal capabilities.

SOFTWARE

Technology

RP&A builds the technology that sustains the operation: custom platforms, reliable infrastructure, and data and artificial intelligence capabilities aligned to the business.

Have a project in mind?

Tell us the objective and the market, and we will send you a tailored proposal.

Request a proposal