PAN gives millions to Massive Caller after ridicule in 2024

The PAN paid almost two million pesos for a plan for its relaunch. There were focus group sessions, creative proposals and “graphic possibilities” were offered to renew the party’s image as well as designs for its new identity, a guide on how to use it and what the “key message” would be. He even turned, again, to Massive Caller, the pollster that after each election apologizes for the “errors” in its results.

Mexico City, October 29 (However).- The National Action Party (PAN) spent thousands of pesos on his rlaunching this yearbut also in hiring agencies and pollsters to guide their “marketing” and measure their performance in public opinion.

Among the companies that he hired again is Massive Caller: he gave him 1 million 841 pesos, although in last year’s elections that firm failed miserably with its calculations, indicating that Xóchilt Gálvez would win the Presidency.

In the records of the National Transparency Platform (PNT) of the PAN there also appears a contract of 3 million 132 thousand pesos with the Limón Publicistas agency, of the consultant Juan Carlos Limón, who in the past worked for multiple PRI campaigns, including those of Enrique Peña Nieto.

This, while in the speech blue and white leaders proclaim that the party seeks to rediscover its own identity, return to its origins and mark a distance with its former ally, the Institutional Revolutionary Party (PRI).

One more contract signed with the PAN for its communication strategy in 2025 was with the firm Diligent Business Consulting, for 870 thousand pesos, to “analyze citizen behavior on social networks at the national level for the National Action Party.” This contract was valid from March 1 to March 31.

The study carried out by that agency would focus on networks such as Twitter, Facebook, Instagram, TikTok and YouTube: “These social networks were selected for their relevance in the public conversation and their impact on citizen perception regarding the activities of Jorge Romero Herrera and the National Action Party,” the contract reads.

The costly “rebranding” of the PAN

In the PNT is the contract that Acción Nacional gave to the Art and Tourism Promotion company to be in charge of the “rebranding [los cambios de una marca para renovarse] and repositioning of the PAN brand”, for an amount of 1 million 713 thousand pesos.

in the contractas if it were the relaunch of a soft drink or a clothing brand, it is detailed that the “rebranding” or repositioning service would occur in four stages.

The first, starting from an “x-ray” of the PAN brand, reviewing the comments on social networks, in addition to carrying out “focus group” sessions, to listen to people’s perception of the party.

In the second stage, the agency would present to the party the “first creative approaches” and “graphic possibilities” to renew the image of the PAN, and in the third the party would already have the designs of its new identity, a guide on how to use it, and what the “key message” would be.

In the fourth and final stage, it is mentioned that the agency would give Acción Nacional creative strategies or campaigns to disseminate the relaunch.

Only one contract from the Art and Tourism Promotion Agency appears in the National Transparency Platform, exactly the one signed with the PAN. When searching for its data in the Public Registry of Commerce, it is observed that said company has as partners Víctor Vladimir Martínez Jiménez and the company name MMS Comunicaciones. The latter uses the commercial name Makken agency, located in Polanco, and according to your page He has designed advertisements or advertising events for breweries, clothing and makeup brands, among other products.

The National Action Party presented its new image on October 18. There were multiple comments on social media, including that the new logo was similar to that of a detergent brand. Regarding its political strategy, the PAN announced that it would avoid going into alliance with the PRI, that it would facilitate the process to affiliate militants and as a kind of slogan or motto, it announced its defense of the country, the family and freedom.

On October 21, it was requested via the PNT and through the PAN press area what the cost of the event at the Frontón México and in general of the relaunch of the party was. So far there is no answer, although the data already available online shows part of the process and the million-dollar expense.

Millions for agencies that made deals with the PRI and the Green

One more PAN contract in force for the remainder of the year is with the Limón Publicistas agency, for 3 million 132 thousand pesos for a “comprehensive political strategy and communication service.” The contract cannot be downloaded, the link that the PAN placed does not work. A copy of it was requested from the party’s press office, but until the publication of this note there was no response.

What is public is the history that the owner of Limón Publicistas worked in the past for multiple PRI campaigns, such as those of Enrique Peña Nieto and at least a dozen tricolor candidates for state governments.

According to the Political Animal environment, The companies in the name of Juan Carlos Limón received resources from the corruption scheme known as “The Master Scam.” In an interview With the media Campaigns & Elections in 2016, Juan Carlos Limón referred to Peña Nieto as a “transformative leader,” and the PRI, in his opinion, was then a “change with a direction to transform Mexico.”

The PAN government of Maru Campos in Chihuahua also gave contracts to Limón Publicistas this year for 23 million pesos, according to data in the PNT.

Another agency, Tracción en Publicidad SA de CV, was hired by the PAN this year for an amount of 3 million 758 thousand pesos. This so that it is in charge of a “service of analysis, administration and positioning of actions and activities of the National Action Party, for the evaluation of the impact and perceptions in the digital ecosystem.” The contract is also not available for download, a request was made to the PAN press officer, there was no response either. However.

Tracción en Publicidad SA de CV worked for the Green Ecologist Party of Mexico (PVEM) in the 2023-2024 electoral process, providing production and post-production services for “podcast-type videos” in favor of green candidates for Congress. This, with a payment of 1 million 116 thousand pesos.

Finally, there is the record of the hiring of Massive Caller for 1 million 841 thousand pesos. The contract was signed last April, for a “national, state or municipal robotic (automatic) telephone survey service.”

In its last survey prior to the 2024 presidential election, Massive Caller reported that Xóchitl had a 2.1 percent advantage in preferences. Ultimately, Claudia Sheinbaum won by 32 points.

The director of Massive Caller, José Carlos Campos, accepted that he had been “absolutely” wrong. However, months later the PAN gave them a contract again. The press officer of the National Executive Committee of the blue and white party was asked for a position or comment on why they once again gave resources to Massive Caller, but there was no response on this either.