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The importance of shaping strategy hand in hand with a HEAD-level culture vision, and creating communications and marketing campaigns focused on the realities of brand experience value and its outcomes.
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Here is the spot, moving away from ideologically driven communication (product of governance focused on managing public enterprises and the state in a fanatical way), and showing the path of a culture of excellence as a country. The spot accompanies a narrative that merges product quality, innovation, and a global outlook.
Spot, here.
The time to Be, Do, and Convey from Truth.
YPF positions itself as a global flagship without losing its roots — “If I tell you”: the spot that reaffirms YPF as the country’s flagship company.
The commercial revisits the company’s achievements and objectives, which today stand equal to the world’s leading firms. It blends national identity, innovation, and the projection of a brand with a global spirit.
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Created in collaboration with Mercado McCann, it condenses into a few seconds a journey that the Argentine energy company began a little over a year ago, when it adopted the claim “YPF Energía Argentina” with the mission of highlighting product quality and underscoring its role as the country’s flagship enterprise.
The result of that bet was definitive: YPF has established itself not only as a competitive company locally but also as a firm with standards that place it on par with the world’s most prominent players. The company is not only experiencing a moment of expansion and strengthening its operations but has also achieved a symbolic milestone: becoming the most highly valued company by Argentines.
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“We are conveying all of this in our new commercial, telling the values that build the YPF of today, focused on profitability, efficiency, productivity, excellence, professionalism, meritocracy, commitment, and passion,” explained Francisco Mangiarotti, Chief Marketing Officer of YPF. He added: “We want to assure the public that the company, the products we offer, and the professionals who work at YPF are globally minded Argentines.”
The campaign aims to reinforce a message of trust and belonging. In a context where consumers increasingly value brand solidity and institutional backing, YPF’s communication strategy seeks to reaffirm the company’s legitimacy as an energy reference, without losing sight of the emotional side that has connected the company with millions of Argentines for more than a century.
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Mercado McCann, the creative agency behind the commercial, stated: “It’s clear we’re not alone in the world and that world is increasingly competitive, so it’s good that the admiration we sometimes feel when looking outward also exists when looking inward.”
For Agustina Pelfini, Head of Brand Comms & Connections at YPF, the brand cannot be reduced to a business, a product, or a campaign. “The YPF brand is not just a company, not just a business, not just a product; the brand is something else. A brand is what it generates in people, the perception they have, what they think or feel when they encounter your service. And that is exactly what we work on: shaping that behavior, defining what we want people to think or feel about YPF,” she says.
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According to the executive, brand value is built over time and does not depend solely on what the company communicates: “Ultimately, the brand is the story you tell, the experiences you create, the organizational culture. It’s not what one says unilaterally; it’s built in collaboration with people more than ever.”
In that construction, creativity occupies a central place. “We believe creativity sells. When something is creative, it makes an impact, relevance, and emotional connection with the consumer. YPF always seeks that: to touch a nerve. It isn’t the same to communicate a promotion in a linear way as to do it from the brand with creative resources, with stories that resonate and move,” concluded Pelfini.
FAQs — practical, straightforward focus
Q: What does repositioning a brand with a new claim entail?
A: It means redefining the value proposition, the narrative, customer experiences, and how the company presents itself to diverse audiences, while maintaining consistency with operations and real results.
Q: How can a border-spanning global brand maintain its local essence?
A: By weaving a story that reflects cultural identity, translating it into universal messages of excellence and results, and backing it with tangible local actions and transparency.
Q: What role do creative agencies play in this process?
A: Creative agencies, like Mercado McCann in this case, act as engines to convert data, values, and credibility into an attractive, memorable, and actionable narrative.
Q: Which metrics should be tracked to evaluate the success of a repositioning?
A: Brand sentiment metrics, recognition of the new proposition, purchase intent, customer loyalty, brand value uplift, and the ROI of branding campaigns.
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