Blue Star Strategies LLC

Visa Waiver Program Modernization

Eastern European Nation

Extending Trade Preference

International Multilateral Organization

Northern European Bankers Association

Opposition Political Party

YPF

Overview

YPF is Argentina’s leading company in hydrocarbons exploration, production, refining, marketing and chemicals. As the biggest company in the country, YPF is also Argentina’s main investor, its second largest exporter and one of its top employers, with more than 30,000 employees working either directly or indirectly for the firm. The Spanish firm, Repsol, has a presence in Argentina through its shareholding in YPF.

Challenges

Recently, the U.S. government introduced the decision not to renew the General System of Preferences (GSP) benefits for Argentina. YPF, as part of a coalition representing the Argentinean business community, served as a critical player in trade renegotiations in favor of the GSP system. As a result, YPF required a strategy to position itself in Washington, DC and play a key role in final policy decisions.

Strategic Recommendations

Blue Star Strategies, LLC’s experienced team of trade advisors worked actively to provide a U.S.-based public and government relations strategy to support YPF and represent its interests in the light of the GSP debate.

To engage the office of the United States Trade Representative and other relevant actors in the process, a message was developed to focus (1) on economic issues, including GSP benefit regulations; (2) on the U.S.-Argentina relationship and the impact of this decision on the long term alliance; and (3) on further encouraging U.S. support for Argentinean development and poverty alleviation. This was done through coordinating outreach to representatives from the USTR, as well as the Department of State, the Department of Commerce, the U.S. Congress, public policy institutions and the media.

Program Highlights

The main component of our advisors’ strategy was to provide strategic positioning for YPF and the Argentina Corporate Coalition, involving several Argentinean industry leaders affected by the GSP benefit renewal debate. By defining a powerful “group of leaders” message, a much stronger image was introduced to the process.

Key audiences for the plan included not only government actors such as the USTR and the U.S. Congress, but also public policy institutions and relevant trade associations and corporations.

Our advisors’ program also included outreach to the press, including reporters and opinion writers at The New York Times, The Washington Post, The Wall Street Journal, The Financial Times, The International Herald Tribune, The Miami Herald, Bloomberg, Reuters and other specific newsletters for trade policy analysts.

For each audience, their priorities were recognized by preparing the appropriate briefing material, as well as developing specific targeted messages through meetings and presentations that advanced our strategic objectives for GSP benefit renewal.

Results

Blue Star Strategies, LLC’s efforts ultimately resulted in renewal of GSP benefits for Argentina. By collaborating closely with YPF and the Argentine business coalition, our advisors worked to illustrate and underscore the importance of the United States’ bilateral and commercial partnerships with the country.