This advisor participated in five high-impact electoral campaigns, with one single victory and four huge defeats
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The Catalan Antoni Gutiérrez-Rubí, known for his work in Latin America, where he advised numerous left-wing candidates, is going through one of his most critical moments in Argentina.
After being dismissed from the circle of the Buenos Aires City Government head, Jorge Macri, following the catastrophic defeat of PRO in the 2025 legislative elections in Buenos Aires City, the disastrous background of the Spanish strategist in the country, marked by defeat, comes to light again.
Since 2017, he participated in five high-impact electoral campaigns, with only one victory and four major defeats that shaped the political direction of the spaces he advised.
El asesor de Macri, Antoni Gutiérrez-Rubí.
2017: Defeat of Cristina Kirchner in Buenos Aires
Gutiérrez-Rubí made a strong entry into the Argentine political scene in 2017, when he advised the former president Cristina Fernández de Kirchner in her candidacy for senator for the province of Buenos Aires, under the Unidad Ciudadana banner.
The campaign sought to position Cristina as an opponent to Mauricio Macri and distance herself from "classic Kirchnerism." However, she lost to the then Minister of Education Esteban Bullrich, from the Cambiemos government. Her list did not manage to surpass the then ruling party in the general count.
2021: Defeat of the Frente de Todos
In the 2021 legislative elections, already established as an advisor to the Frente de Todos, Gutiérrez-Rubí accompanied the ruling party amid the post-pandemic crisis. The result was disastrous: Peronism lost its own quorum in the Senate for the first time since 1983 and lost ground in multiple key districts, including the province of Buenos Aires. The criticisms of the communication strategy were strong, and his advisory role was questioned by several leaders of the space.
Cristina Kirchner, expresidente de Argentina.
2019: The only triumph with Alberto Fernández
Gutiérrez-Rubí's only victory in the country was the 2019 presidential election. Advising the Fernández-Fernández duo, he collaborated in the campaign that brought Kirchnerism back to the Casa Rosada, with a first-round victory against Mauricio Macri. His role in crafting Alberto Fernández's "moderate narrative," who ended up being probably the worst president in the country's history, and the unity of Peronism was valued at that time.
2023: Defeat of Sergio Massa against Javier Milei
As campaign manager for Kirchnerist Sergio Massa in 2023, Gutiérrez-Rubí devised a dark strategy that managed to win the first electoral round but was not enough to avoid a huge defeat in the runoff against Javier Milei, who won with 55.65% of the votes. To avoid what ended up being a defeat, Gutiérrez-Rubí crafted a very dirty communication strategy that included negative campaigns, disinformation, apocalyptic messages, and systematic attacks against Milei and his space, all with the aim of generating fear among the population.
Sergio Massa y Antoni Gutiérrez-Rubí.
2025: Defeat of PRO and his dismissal
Finally, the 2025 legislative election in CABA was the final blow. Gutiérrez-Rubí advised PRO in the campaign of Silvia Lospennato, who ended up in third place with just 15.9% of the votes, behind Manuel Adorni (LLA) and Leandro Santoro (Kirchnerism).
It was the worst election for PRO since its founding. In the Buenos Aires City ruling party's bunker, he was blamed for having pushed a "splitting" and "atomization" strategy that turned out disastrous. He was also criticized for replicating the fear campaign he used with Massa, but now with Jorge Macri.
