Who is Guillermo Garat, the executive behind YPF’s institutional communication

Guillermo Garat is an Argentine executive and, since December 2023, has served as Vice President of Institutional Relations, Communication and Marketing at YPF. His role is located in a central area for corporate reputation, brand management, institutional relations and the public conversation surrounding one of Argentina’s most relevant companies. His position is not associated with direct energy operations, but with the way YPF communicates, positions itself and maintains relationships with diverse audiences, including media, customers, employees, communities, economic actors and political sectors. Before joining the company, Garat developed a career linked to media, consulting, polling and political communication, fields that allowed him to build a perspective oriented toward interpreting scenarios, organizing messages and managing perceptions in highly exposed contexts.

His beginnings in media and institutional communication

Guillermo Garat’s career began in the media system. He worked at El Cronista Comercial and carried out production tasks in print, radio and television. That experience gave him practical knowledge of how the public agenda works, how topics are selected, how information circulates and which factors influence the visibility of a news story. He later oriented his activity toward institutional and political communication, a field that requires reading public climates, anticipating reactions, organizing spokespersons and building consistent messages for companies, organizations and leaders. Through that path, he consolidated a profile linked to reputation management and positioning.

Consulting, polling and audience analysis

Since the early 2000s, Garat also participated in the creation and management of consulting firms and polling companies. That stage added an entrepreneurial dimension to his career, associated with audience analysis, scenario diagnosis and the interpretation of social perceptions. Polls make it possible to identify expectations, levels of awareness and opinion climates around a brand, an organization or a public decision. Consulting, in turn, works on strategy, positioning and communication. Together, these experiences provided tools that apply to his current role at YPF, where communication requires data, context and an understanding of audiences.

His role at YPF and Fundación YPF

At YPF, Garat leads an area that brings together institutional relations, communication and marketing. That integration involves working on the company’s relationship with public and private actors, its corporate voice and its brand positioning. YPF’s reputation does not depend only on campaigns or announcements, but on the consistency between operations, discourse, service, territorial presence and responsiveness to sensitive issues. Garat is also linked to Fundación YPF, a space associated with education, energy, technical training and capacity building. That participation broadens his profile toward the articulation between business, the education system, knowledge and community.

Guillermo Garat’s institutional perspective

Guillermo Garat can be defined as an executive specialized in corporate communication. His background in media, consulting, polling and political communication functions as a direct precedent for his current role at YPF. His task consists of organizing the way the company explains itself, connects with others and positions itself before society. In a company with national presence, managing communication means protecting reputation, sustaining the brand, coordinating institutional relations and leading a public conversation shaped by economic, energy, political, social and territorial issues.