REPUBLICA ARGENTINA

3.761.274 Km2

Population 36.027.041

REPUBLICA ARGENTINA

23 Federal States 1 Autonomous Capital

REPUBLICA ARGENTINA

2.163 Municipalities Federal System

REPUBLICA ARGENTINA

GNPU$S 90.000 million

REPUBLICA ARGENTINA

Budget U$S 178.795 million

Foreign Dept U$S145.000 million

REPUBLICA ARGENTINA

No AmericanizationNo professionalismNo modernization

Overdose of marketing in the previous campaign (1999)

Caution in using this tool

Fear that it shows

WHY ?

Carlos Menem President during two terms

Nestor Kirchner Governor of Santa Cruz

Ricardo López Murphy Minister of Economy in the De La Rua Administration

PRINCIPAL ACTORS

Roaming campaign

3 teams • The Candidate for Vice President• Menem’s personal team• The former team of La Alianza (De La Rua)

CARLOS MENEM

Visible that there were many authorsof the campaign

CARLOS MENEM

Objective: Positioning himself as the only possible alternative in the chaos

Strategy: Roaming without direction set1- Past successes, creative and unsigned

posters2- Reconciliation with the Society3- Young teams, showing new people4- Me and the disaster

CARLOS MENEM

Slogans used during the campaign

• Menem-Romero Registered Trade Mark

• We lived better with Menem

• The third Presidency, the Historic

• We Argentines, have got an opportunity

NESTOR KIRCHNER

• Poor

• Without clear strategy • Not very creative (no marketing)

Objective: Does not belong to past political generation

NESTOR KIRCHNER

Strategy: • Transforming his anonymity into

an advantage• Showing he has got the people

to run a government• Bringing back the self-confidence

of the Argentines

Slogans used during the campaign

A country for real

NESTOR KIRCHNER

Coherent and creative.

Worked with one of the best advertisersin Argentina, Ernesto Savaglio.

RICARDO LÓPEZ MURPHY

Objective: • Telling the things as they are• Making himself more human

(The Bulldog says)

RICARDO LÓPEZ MURPHY

Stategy: • Showing things differently• Showing that his opponents are all

the same

Slogan used during the campaign

• There was none• We will recreate it• López Murphy for President

RICARDO LÓPEZ MURPHY

WE TAKE A LOOK AT SOME PARTSOF THE CAMPAIGN

THE BEST STRATEGY DOES NOT ALWAYS LEAD TO VICTORY

There are times when the society decides the course and it becomes impossible

to change it

RESULTS OF THE FIRST ROUND

Menem 24,34%Kirchner 21,99%López Murphy 19,35%Rodríguez Saa 14,18%Carrió 14,09%Moreau 2,34%Walsh 1,75%

Blanks 0,89%Invalid votes 1,81%

THERE WAS NO SECOND ROUND

Menem did not run

The inquiries indicated that he would loose a second round

Kirchner wins, in spite of not having the legitimating quantity of votes

“Wanderer, there is no road.The road is made while walking”.

Antonio Machado

That is how Argentina is making its way forward, with doubts and hope that this government will

find the right course

Jorge Dell’Oro