PEPINOS

Real Life Feeding

free drag and drop web creator software

SHAKE UP YOUR PERSPECTIVE

Brand planning. Strategic thinking.
We help brands to drop out tired points of view and tune into vibrant perspectives. 

THE TRANSCENDENCE
OF DETAILS

We believe in the power of details hidden in daily life contexts. They enrich our understanding of people, inspire brand teams, craft creative strategies and build stories and solutions with relevant perspectives.

EXPERIENCE ACTION

Go where the action is. Be where things happen.
We champion immersive techniques to engage with real people’s lives.
Experiential learning ignites surprising ideas.

EXPERIENCE EMPATHY

Transcend rational understanding of consumers.
Connect to people’s stories, feelings, emotions, perspectives and contexts.
We stand for getting into people’s natural environments to expose real emotions, day-to-day contexts, disregarded habits, rituals and practices.
Genuine connections between brands and people come from meaningful encounters and conversation, not only probing and testing. 

EXPERIENCE
INSPIRATION

Reporting findings is not inspiring (enough).
We creatively translate human truths in compelling ways.
We combine them with our brand planning skills to guide our strategic thinking
to new brand pathways. 

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STRATEGIC CONTACT IS ANOTHER HOT DETAIL

We tap into different methodologies to get the best approach to people’s lives and brand interests. Scroll down and take a look.

Ethno Outings

The experience in the flesh

Allow us -and client teams- to plunge into people’s lives and cultural environments. We hand pick relevant occasions, moments and places to gather the best and more relevant learning.

Social Media Ethno Approach 

The other side of life

Allows a holistic understanding of subjects. Who they interact with? What are their interests? Digital environment has become a primary source of rich and inspiring information.

Mobile Inquiry

Real time research

Allows us to conduct primary research in the context of real lives, with spontaneous question-and-answer sessions.

Role Play

Full Scale Empathy

Allow client teams to role play as their target and gain a much deeper, human understanding of the people to whom they are marketing.

Online Focus Groups

Convenient discussion approach

Allow extensive feedback and iterative concept testing.

CLIENTS ON BOARD

Stakeholder vision is key. We like to have clients around in the processes we get involved with.

Online Newsfeed

We involve clients in ongoing closed online groups, where we cater news and data specially curated to keep them inspired and informed on specific turfs.

Creative Workshops

Allow us to sprint human truths, ideas and strategies.

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WE BLEND

We're flexible to better serve client needs. We assemble different teams, and team up with any kind of structure, regarding project challenges. 

CLIENTS WE'VE WORKED WITH

Unilever. Arcor. Bagley. Kimberly Clark. Pernod Ricard. Cencosud. Clorox. Coca Cola. Fanta. Mondelez. Ogilvy & Mather. The Futures Company. Nielsen. Wunderman. Circus.

MEET LOS PEPINOS

Finally! Take a quick look at our faces and background.

Understanding people’s experiences is key. With this in mind, Sabina developed her work capturing daily life and applying this knowledge to communication, marketing and brand strategies.  She worked 5 years with Georges Chétochine, pioneerng the development and implementation of qual techniques to understand people’s behaviour at trade environments. Then she was a planner and a planning director at Ogivy & Mather for about 7 years both in Argentina and Mexico. She learned ethnographic techniques at New York with cultural anthropologist Emma Gilding. She established Pepinos in 2004 along with Adrián Felcman, leading research and strategic planning projects all over Latinamerica.

Sabina Schapiro

Creativity must be strategic. Strategy must be creative. Having worked as a copywriter in ad agencies as Saatchi & Saatchi, Bates and Ogilvy & Mather for 10 years, he discovered that brands’ pulse beats in people's hearts and minds. And it’s there to be revealed.  He became a freelance strategic planner for Ogilvy & Mather, working in local, regional and global projects, developing strategy and ethno research for brands like Coca Cola, Fanta, Sprite, Huggies, Hellmann’s, American Express, BAT, Tetra Pak. Since 2004 he established Pepinos along with Sabina Schapiro conducting ethnographic research and strategic planning for brands like Cadbury, Saladix, Dove, Cartoon Network, Tarjeta Cencosud, Tía María, among others.

Adrián Felcman