Anaya: The story of how he was digging his grave

Although in his campaign Ricardo Anaya criticized those who repeat their mistakes and affirmed that "strategies are evaluated by their results", he makes obvious mistakes: he fractures his party, PAN, in his search for candidacy presidential; he made crazy populist offers; ignored the traditional media to focus on social networks, invented a two-headed coordination … Thus, the candidate Por Mexico City coalition Front was digging his grave.

CITY OF MEXICO (Process) .- "Strategies are evaluated by their results," repeated Ricardo Anaya in his campaign to illustrate the economic, social and security failure of the government of Enrique Peña Nieto; and quoted a genius: "Albert Einstein said that the folly is to do the same thing over and over again and expect different results."

But the two sentences apply, with all the hardness, to Anaya himself, coalition candidate Por México at the front: the results of the election are the crushing failure of his strategy to win the presidency and led the PAN to its worst defeat in a quarter century.

Indeed, according to the rapid count of the National Electoral Institute (INE), the Anaya coalition obtained between 22.1 and 22.8% of the vote, less than the 25.68% of Josefina Vázquez Mota , while the PAN disputed without alliance, to 25.92% of Diego Fernández de Cevallos in 199 4 and less than 42% of Vicente Fox in the year 2000.

Despite the evidence that his strategy was sterile – stuck in second place – Anaya was hanging on to the same thing "again and again ", expecting different results: his message was so monotonous and repetitive that he did not move his audience, not even the clients of his coalition.

He also clung to the design campaign consultant Roberto Trad Hasbun, who worked for the PRI a few months ago and improvised a double coordination with Jorge G. Castañeda and Santiago Creel – who never have anything won – in an exclusive team with women.

In what was the most ostentatious presidential campaign, with preliminary expenses of 260 million pesos, Anaya presented himself, at the age of 39, as the candidate of modernity: 171 million pesos for advertising, allocated nearly a hundred for the internet and a figure inspired by Steve Jobs, founder of Apple, and politicians Justin Trudeau and Emmanuel Macron were created.

But the modernity that he wanted to project to captivate youth has been degraded to the clientelism practices of the PRI bill, deeply rooted already in PAN, PRD and Movimiento Ciudadano, parties that have Named.

The massive distribution of electronic wallets with the promise of Thousand 500 pesos a month "for life" to the 120 million Mexicans "just to be", offer reproduced even in the paper to wrap tortillas; the distribution of electronic tablets and timepieces, as well as violence against his opponents, characterized his campaign

And it is that defeat was still present in the project of Anaya … [19659004] Excerpt from the report published in the 2174 edition of Proceso magazine, already in circulation.