Abstract:

On April 16th 2012, almost 20 years after it was privatised, 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 company. This case allows us to ponder the learnings about the part that research and strategy play in communication, from a companywide point of view and from management decisions in particular.