Before you launch in Latin America,
run it past someone who grew up there.
Campaigns that work in the US or Europe often miss in Latin America — not because the idea is wrong, but because the cultural timing, references, or emotional hooks don't transfer.
Get a Free ConsultationCultural consulting is the step that catches those problems before they go live.
Most companies arrive in Latin America with strong products and real ambition. But something still misses — because no one on the team grew up with the culture, the calendar, or the subtle signals that tell a customer 'this was made for me.'
At LGS, our cultural consultants are native to the markets you're entering. We review your campaigns, product names, HR materials, and launch content through a regional lens — and we catch the things that automated tools and generic agencies cannot.
Father's Day in Argentina falls in August. American football references miss in Brazil. A tone that reads confident in Spain reads cold in Mexico. These are not edge cases — they happen to well-funded, well-intentioned teams every time they skip this step.
What we review
Marketing Campaigns
We review the cultural fit of your messaging, imagery, and emotional approach for the specific market you're targeting — including unintended meanings, promotional timing against local calendars, and references that won't land as intended.
Product Launches
Product names, packaging copy, and launch messaging carry cultural weight. We review them with a regional lens before you commit to print or broadcast — when it's still easy to change.
HR & Internal Content
Onboarding materials, training programs, and internal documentation should feel built for the team reading them. We review and rewrite for regional norms, tone, and the kind of inclusion that actually reads as genuine.
Common catches that save real money
Calendar Misalignment
Father's Day in Argentina is in August, not June. Back-to-school timelines differ across Latin America. A campaign built around US retail dates will miss your audience — and their buying window — entirely.
Names & Phrases That Backfire
Coors' 'Turn it Loose' became a diarrhea reference in Spanish. Braniff's 'Fly in Leather' translated to 'Fly Naked' in Latin America. These are not urban legends — they're what happens when teams skip the cultural review step.
Tone That Misreads
A tone that reads confident in Spain reads cold in Mexico. What sounds authoritative in one country comes across as arrogant in another. The emotional register has to match the market.
Our process
Brief & Materials Review
You share your campaign, product, or content. We review everything with the target market in mind.
Regional Expert Assessment
A native specialist from your specific target market reviews for cultural fit, timing, and unintended meaning.
Written Findings Report
You receive a clear, prioritized list of issues found and specific recommendations for each one.
Revision Support
We stay available as you revise — answering questions and reviewing updated versions until it's right.
Running a campaign in Latin America?
Book a cultural review before you go live. One session can prevent a costly mistake and sharpen your message for the market.
Book a Call with LGS — It's Free