Durán Barba, the historic guru of presidential campaigns, is accumulating a streak of defeats that shows the decline of his method
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Jaime Durán Barba lost another election. This time, the veteran Ecuadorian political consultant was the main advisor to Jorge "Tuto" Quiroga in the presidential elections in Bolivia, but the result was categorical: Rodrigo Paz won decisively and became the new president.
Behind that victory is a name that is beginning to establish itself in Latin American politics: Fernando Cerimedo, Argentine strategist, owner of La Derecha Diario and architect of a modern, digital communication approach that once again outperformed the classic model of electoral marketing.
Durán Barba and another lost campaign
Jorge "Tuto" Quiroga's ticket relied on Jaime Durán Barba's experience, but repeated mistakes already seen in previous campaigns: too many focus groups, messages calculated to the point of coldness, and a clear disconnect with the social climate. Meanwhile, Rodrigo Paz's digital strategy—focused on social media, emotional messages, and an anti-establishment narrative—managed to connect with undecided voters.
Quiroga's defeat confirms that the Ecuadorian consultant no longer has his finger on the pulse of the new generations. His style, based on the political marketing of the 2000s, seems outdated compared to the analytical, segmentation, and communication tools that dominate the current landscape.
Fernando Cerimedo, the region's new strategist
De gurú a perdedor serial: el declive del consultor político de Jaime Durán Barba
Fernando Cerimedo has established himself as one of the most influential political consultants of the new generation. His experience combining media, technology, and politics—through his platform La Derecha Diario—positions him as an actor capable of shaping public opinion in real time. In Rodrigo Paz's campaign, the focus was clear: simple, emotional, and direct communication, with a strong digital presence and a message of renewal.
The result was resounding. While Durán Barba relied on technical speeches, Cerimedo prioritized interaction on social media, aspirational storytelling, and closeness to the voter. Paz's victory is also a symbolic victory for new political marketing over the old consultant of the "focus groups."
Durán Barba's recent record of defeats
The setback in Bolivia is not an isolated event. In recent years, the Ecuadorian has been accumulating a series of electoral defeats that have eroded his prestige as the "guru of winning campaigns."
2019, Argentina: he advised Mauricio Macri in the presidential reelection campaign, which ended in defeat against Frente de Todos.
2021, Ecuador: he participated in Guillermo Lasso's strategy, but was removed after poor results in the first round.
2022, Colombia: he worked with liberal sectors that failed to consolidate against the leftist wave that brought Gustavo Petro to power.
2023, Guatemala: he was consulted by Sandra Torres's campaign, which lost to Bernardo Arévalo.
2025, Bolivia: Jorge Quiroga's defeat at the hands of Rodrigo Paz marks another blow to his reputation.
De gurú a perdedor serial: el declive del consultor político de Jaime Durán Barba
Meanwhile, Cerimedo has added participation and victories in various arenas, contributing his expertise in digital strategies, emotional communication, and crisis management in the media.
A new era in political consulting
The contrast between the two strategists symbolizes a generational shift in Latin American political communication. While Durán Barba continues to rely on calculated messages and traditional speeches, Cerimedo represents the era of social media, immediacy, and algorithmic reading of the electorate.
In Bolivia, that change translated into votes. Rodrigo Paz capitalized on the narrative of change and closeness, while Quiroga was left trapped in the past. Along with him, so was his star advisor.
