Banco Popular: The most popular song

This case study describes how Banco Popular, the banking group, confronted a social norm of welfare dependency in Puerto Rico through music.

Banco Popular: The most popular song

Luis Toledo JWT Puerto Rico

Summary – the most popular song

Puerto Rico is in the middle of a seven-year economic recession. This is a very challenging environment for any business, but especially for our client, Banco Popular, whose market penetration is about 46%.

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