Mario Delgado, partner or Heurística commission agent
The advertising pressure that Morena and its presidential candidate Claudia Sheinbaum exert on the population is enormous…
…because the number of votes that that party has received in the last almost six years is the one that obtains the most public money from what they call prerogatives…
… because in some cases the federal government, state governments and even mayors divert resources to support it…
…and because there are those who collect from businessmen and even from leaders of criminal cartels — evil businessmen — millions of pesos and dollars…
…which, among many things, are used for advertising guidelines…
…so, there is no one who escapes the impact of the multitude of advertising messages every day, and in all types of media…
… from dozens of spots on radio and TV, thousands of billboards, and hundreds of banners on the web.
Producing those spots and advertisements is, of course, big business.
And not only for political marketing agencies, especially for people eager for wealth, such as the party leader Mario Delgado, who “works” with the company Heurística — which in ancient Greek means finding or inventing –, where the colimota He has found a gold mine.
And it was in 2018 that the now questioned spokesperson for the Presidency Jesús Ramírez Cuevas — he neglected his database and has put the safety of more than three hundred journalists and YouTubers at risk — connected a political consulting company to coordinate the strategy. of Morena communication. The winner was Heurística Communicación SC.
Ramírez Cuevas did not know who he worked for, because “the winner” was and is Delgado.
So, since 2018, when Heurística Comunicación advised Andrés Manuel López Obrador ‘s campaign, it has obtained at least 182 contracts with Morena, its governments and other organizations — such as the Chamber of Deputies — for 263 million 624 thousand 112.59 pesos, and now guides the communication from the candidate Claudia Sheinbaum, heading to the election next June.
And it is from the Morenista campaigns of 2018 that the Heuristic — Delgado society begins to position itself… and provoke controversy.
One case: it was precisely Heuristics that “created” the logo of the Sheinbaum Administration in CDMX. It was, in fact, a copy of the emblem of a Monterrey progressive rock band called Neural FX. The company billed millions for it, of course.
Mario Delgado finds Heurística as an ally at the beginning of his highly questioned internal campaign for the leadership of the guinda party. And they associate to enrich themselves with resources of unclear origin, such as those contributed by the Tamaulipas huachicolero Sergio Carmona, murdered in Nuevo León, on the orders of rival huachicoleros.
And from there… to the real thing.
Heuristic begins to participate in all state governorship campaigns.
And in exchange for Mario Delgado sending them from Morena’s CEN to each of those 22 large businesses, the formal leader of the Andrés Manuel López Obrador Movement received juicy percentages or “commissions.”
Governor campaigns, the “big business”
It was a group of publicists headed by Rafael Valenzuela Cardona and Iván Manuel Silva Yanome that founded Heurística Comunicación in 2003, in Jalisco, with civil society status. Other members of the society were José Luis Valencia Valencia and Salvador García Arenas.
In their initial years they had as one of their main clients Enrique Alfaro, current Emecista governor of Jalisco, and in those years a candidate for mayor of Tlajomulco for the PRD. They also worked for the late PRI member Aristóteles Sandoval in the 2012 campaign and remained as an agency of that administration.
A breakup left out Rafael Valenzuela Cardona, who founded his own agency, and Heurística was left in the hands of Iván Manuel Silva and his brother David.
Thus, since 2018 Heurística settled in Jauja.
Heurística SC led, among others that it did not record, the Baja California campaigns, with Marina del Pilar Ávila; Baja California Sur, with Víctor Manuel Castro, Campeche, with Layda Sansores; Colima, with Indira Vizcaíno; Michoacán, with Alfredo Ramírez, and Sinaloa, with Rubén Rocha, in 2021… elections in which organized crime also had a strong presence.
In 2022 in Hidalgo, with Julio Menchaca; Oaxaca, with Salomón Jara; Quintana Roo, with Mara Lezama, and Tamaulipas, with Américo Villarreal Jr.
They were also in Delfina Gómez ‘s campaign in the State of Mexico in the recent 2023.
Heurística Comunicación has published messages of gratitude on its Facebook account for being part of 11 Morenista campaigns in 2021, 2022 and 2023. At least six candidates did not inform the National Electoral Institute of contract notices with this agency, nor is there data on the Platform National Transparency (PNT).
But, yes, in all of them they collected millions of which Mario Delgado received juicy percentages.
Hired by the Fourth Transformation
Between 2019 and 2021, the consulting firm led by the Silva Yanome brothers received a total of 14 tenders from the Government of Mexico City and the Chamber of Deputies for 73.4 million pesos but simulating in most of them that it had competed with other companies with which share partners and legal representatives.
And yes, Heurística and Delgado have other partners… or accomplices in the assault on Morena’s finances.
One of the consultants that they brought into the campaigns is Aleix Sanmartín himself, who gives them 50% of what he collected in the campaign in exchange for each one in which Iván Silva puts him in.
And to simulate competition, in case a competition is called, they use other political consulting firms in which they also have participation.
There are three companies with which Heurística is linked and with which it pretended to have competed to win those tenders: NDMX Tecnología, Servicios y Consultoría, SC; Tree Strategies of Power, SA de CV; and Ocho Consultores de Jalisco, SA de CV.
On my desk there are notarial acts, contracts and proposals in contracting procedures that confirm this.
Iván Manuel Silva Yanome is a partner at Heurística Comunicación and Ocho Consultores.
Erik Oswaldo Villegas Aguayo is a partner at Ocho Consultores and legal representative of Heurística Comunicación.
Gustavo Aguirre Castro has been a delegate of the assembly of Ocho Consultores and legal representative of Heurística.
Tree Strategies of Power, where several of those mentioned are also signed, received contracts DGAJ 17/2020 and DGAJ 009/2021, for guidelines for social networks that, with their modifying agreements, totaled 4.2 million pesos.
This company also received a contract from the government of Colima (CGCS-PM/012/1ro/2022) for 151 thousand pesos, for services similar to those previously described.
The company Ocho Consultores de Jalisco received a contract (C-068/2022) from Fonatur for 3.7 million pesos, to produce videos for social networks; and the Sinaloa government hired it (GES06/2022–7) also to produce audiovisual materials.
How much do Heuristics and Delgado charge?
The “complete package” to be a federal deputy ranges from three and a half million pesos to five or even more, depending on the district for which one is competing.
From there upwards if it is a Senate seat and much more to those who aspire to a governorship due to the “complete package” that contains surveys, image management, and everything that is customary in electoral campaigns.
In conclusion, it is a business worth million through which Mario Delgado and the Heurística agency have enriched themselves using the Morena party.
And AMLO, Ramírez Cuevas and Claudia Sheinbaum.
Although… will the presidential spokesperson also receive a commission for being the one who found or invented them?
Indications
More serious than it seems is the hacking of the relationship of journalists that Social Communication of the Presidency of the Republic suffered in recent days. If, as is said, it is because they use free or unlicensed software to save a few pesos, the same may be happening in the other offices of the National Palace, including AMLO’s own office. Let no one be surprised, then, if “in a short time” official documents on serious or delicate matters are published. The so-called “Franciscan austerity” will be more expensive in political and not economic terms. * * * Not only does the metropolitan area of Monterrey suffer elevated levels of pollution from the gases emitted by the refinery installed in Cadereyta. The same thing happens in the Valley of Mexico Basin due to its proximity to Tula, since the wind runs from north to south and collides with the Ajusco mountain range. The people of Monterrey have already come out to protest. In the Altiplano they still tell us that the polluted air is a product of the gases emitted by vehicles with fuel engines and they make us pay prohibitive costs for semiannual verifications. * * * Consistent since I have known him, and that was more than 45 years ago, Alejandro Rojas Díaz Durán, substitute senator for Ricardo Monreal, renounced his militancy in Morena. The main reason that led to this is something that we all knew for at least five years: that the AMLO government and its 4T betrayed the people. * * * Pablo Lemus, MC candidate for Jalisco governor, accused that PRI members dressed in cherry “want to deceive the people of Jalisco, but that they want to take over our State from Mexico City. For those who have not seen it, let it be clear: yes, those chilangos, dressed in cherry, want to come, and attack Jalisco.” Bad shot from the candidate to succeed Enrique Alfaro, when reviving that mantra from past decades that read: “Make a country, kill a chilango.” * * * And that’s all for today. I recognize that you have reached the last point of this Political Index and, as always, I wish you good thanks and many, many days!
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