2. REPUBLICA ARGENTINA 3.761.274 Km 2

3. Population 36.027.041 REPUBLICA ARGENTINA

4. 23 Federal States 1 Autonomous Capital REPUBLICA ARGENTINA

5. 2.163 Municipalities Federal System REPUBLICA ARGENTINA

6. GNP U$S 90.000 million REPUBLICA ARGENTINA

7. Budget U$S 178.795 million Foreign Dept U$S145.000 million REPUBLICA ARGENTINA

8. No Americanization No professionalism No modernization

9. Overdose of marketing in the previous campaign (1999) Caution in using this tool Fear that it shows WHY ?

10. 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

11. 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 authors of the campaign

12. CARLOS MENEM Objective: Positioning himself as the only possible alternative in the chaos Strategy: Roaming without direction set 1- Past successes, creative and unsigned posters 2- Reconciliation with the Society 3- Young teams, showing new people 4- Me and the disaster

13. 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

14. NESTOR KIRCHNER Poor Without clear strategy Not very creative (no marketing)

15. 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

16. Slogans used during the campaign A country for real NESTOR KIRCHNER

17. Coherent and creative. Worked with one of the best advertisers in Argentina, Ernesto Savaglio. RICARDO LÓPEZ MURPHY

18. 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

19. Slogan used during the campaign There was none We will recreate it López Murphy for President RICARDO LÓPEZ MURPHY

20. WE TAKE A LOOK AT SOME PARTS OF THE CAMPAIGN

22. 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

23. RESULTS OF THE FIRST ROUND Menem24,34% Kirchner21,99% López Murphy19,35% Rodríguez Saa14,18% Carrió14,09% Moreau2,34% Walsh1,75% Blanks0,89% Invalid votes1,81%

24. 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

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

26. That is how Argentina is making its way forward, with doubts and hope that this government will find the right course

27. Jorge Dell’Oro