Javier Milei Gets a Challenge From Team That Beat Jair Bolsonaro

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Fernando Haddad, Brazil’s finance minister, left, greets Sergio Massa, Argentina’s economy minister and presidential candidate of Unity for the Homeland party, at Planalto Palace in Brasilia, Brazil, on Monday, Aug. 28, 2023.Photographer: Ton Molina/Bloomberg

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By Simone Iglesias

October 19, 2023 at 8:44 PM UTC

This article is for subscribers only.

A team of top Brazilian campaign strategists that helped President Luiz Inacio Lula da Silva defeat his right-wing opponent Jair Bolsonaro in last year’s election is now seeking to repeat the feat in Argentina.

About 20 of Lula’s marketing gurus have been working for Economy Minister Sergio Massa’s presidential campaign in Buenos Aires since August, when libertarian congressman Javier Milei surged to an unexpected victory in primary elections, two people with direct knowledge of the strategy said.