A team of 20 Brazilian advertisers works on the campaign of Argentine candidate Sergio Massa. The group is linked to Sidônio Palmeira, former marketer for President Luiz Inácio Lula da Silva (PT).
Sidônio, in fact, was approached by Lula to work with Massa, but he refused the invitation and sent emissaries, according to sources. Massa’s campaign was already underway and the Brazilians joined the team of Argentines who developed communication and marketing strategies.
Video: Massa and Milei will compete in the second round of the presidential election in Argentina
The marketer is responsible for the PT government’s slogan: “Union and Reconstruction”. And, during the presidential campaign, he was responsible for softening the image of the left – by, for example, adopting different colors at Lula’s events, exploring the image of names in the center who supported the then candidate and enhancing the idea of Frente Amplio, with the inclusion of names like Marina Silva and Simone Tebet in forays across the country during the second round.
Strategy for the second round in Argentina
According to sources linked to the campaign in Argentina, Sergio Massa’s strategy for the second round is to bet on controversies involving the right-wing candidate, Javier Milei. The objective is to avoid focusing solely on discussions about current problems in the economy.
Analysts believe that there is no way to stop discussing the main issue for Argentines: the economy, mainly because the Minister of Economy is the government candidate for President. But the idea is to show that Milei’s proposals are still standing, according to sources linked to Massa.
When talking about the economy, Massa must approach the subject from the perspective of solidarity and work and show that in right-wing governments, such as the administration of Maurício Macri (2015-2019), Argentina also faced problems.
Furthermore, marketers know that it is difficult, but they will invest in the union discourse – just as Lula did with the Frente Amplio – that there is only one Argentina. The objective is to attract right-wing and center votes from Patrícia Bullrich, who has already denied support to Massa in the second round.
Finally, Massa’s team intends to explore other controversial proposals defended by Milei, such as the sale of organs and arms policy.
Source: CNN Brasil
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