100 days in our energy: Redefining a company's direction

This paper explains how the Argentinian government set a new direction for YPF, the hydrocarbon company, when it was nationalised.

100 days in our energy: Redefining a company's direction

Andrés Krymer and Esteban FoulkesYPF and BMC Strategic Innovation

Introduction

On April 16th 2012, almost 20 years after it was privatized, the government recovered YPF, the national fuel and hydrocarbon company.

The change of hands had strong political, social and market impact, as well as within the company. The initial challenge was to send clear signals at the beginning of this new stage - to give it meaning, articulate the new management direction with a communicational strategy and with concrete actions that explained the course management was setting for the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands