Despite those defeats, Gutiérrez-Rubí continues to be draftedon by socialists in the region. In Bolivia, his role could redefine the final course of Rodríguez's campaign. The Popular Alliance considers that it needs to quickly position its candidate in less than 40 days.
According to Bejarano, other candidates have been campaigning since October 2023. For this reason, they turn to an advisor who, according to them, is high-profile even though he has a questionable background.
Rodríguez seeks to establish himself as the main figure of the young wing of MAS. In recent months, he has been the target of constant attacks from opponents and former allies.
His inner circle is betting on the communication strategy as a way to reverse his image. Bejarano stated that "the strategy is about making ourselves known".
According to her, what Andrónico offers is neither hidden nor reserved. The candidate affirms that the ticket's proposal is being explained "in all spaces." She says that the Catalan advisor will help improve the public presentation of the government program.
She considers that the campaign should focus on presence and not on conflict. In her view, attacks should be answered with visibility.
Influence of international socialism
"El chantalán" junto al terrorista Petro
Gutiérrez-Rubí's figure adds a new component to the electoral race. Popular Alliance activists see him as an expert in political communication, but others criticize him for his record of defeats.
It remains to be seen whether his work will succeed in changing the poor perception the population has of Rodríguez for being the protégé of pedophile Evo Morales.
In other countries, Gutiérrez-Rubí's figure has polarized public opinion. In Colombia, his work with Petro was praised because he managed to put the former terrorist in the presidential seat. In Argentina, however, he ended up being the target of fierce criticism.
His methods include the intensive use of social networks to build emotional campaigns and impactful messages. Some accuse him of practicing fear campaigns, especially in 2023 against Javier Milei.
The addition of the Catalan advisor reveals the link that connects Andrónico Rodríguez with international socialism. In his recent trips abroad, the president of the senate reportedly received guidelines for his campaign and coordinated with his comrades in the region.
Bejarano stated that the Spaniard is "one of those on the podium" of the campaign strategy. She also said that she doesn't know how much he is being paid for his services.
Gutiérrez-Rubí is the founder of the consulting firm Ideograma and a columnist in Ibero-American media. He was born in Barcelona in 1962 and is one of the most sought-after political advisors in progressive campaigns.
In Colombia, his work was essential for terrorist Gustavo Petro to seize the presidency. In Mexico, he advised Claudia Sheinbaum, the first woman to win a presidential election. In Argentina, he worked with Cristina Fernández and Peronist Sergio Massa.
The Spanish strategist was also part of campaigns for the Spanish Socialist Workers' Party (PSOE). He has not only worked with left-wing parties, but also with moderate and conservative sectors. Despite this, he is known for his closeness to figures of so-called 21st-century socialism.
Andrónico needed an advisor
Susana Bejarano, candidata a senadora
In Bolivia, his addition to Rodríguez's ranks has caused controversy due to his political background. Bejarano defended the decision and said that "there's no worse campaign than one without a strategist".
Meanwhile, Bejarano recommended that Andrónico attend all forums and debates to strengthen his public presence. The candidate avoided giving figures about the Spanish advisor's contract. She said that she is not involved in economic matters or the financial structure of the campaign.
Beyond his well-known career, Gutiérrez-Rubí has also accumulated defeats in his career. In Argentina, he participated in failed campaigns such as Cristina Kirchner's in 2017 and Massa's in 2023.
In 2021, the Frente de Todos lost control of the Senate under his advice. His last participation in 2025 with PRO ended in an electoral debacle. Jorge Macri, cousin of former president Mauricio Macri, fired him for having designed a strategy that was criticized for repeating past mistakes.
In April of this year, Javier Milei's government tried to expel him from Argentina. His temporary residency was revoked due to irregular stay in the country. Argentine president Milei called him a "charlatan" for collaborating with the corrupt regimes of Latin America.
Campaign against the clock
La Alianza Popular necesita posicionar a Rodríguez
