Tel: (54 11) 4393 3214 / 6841 0141


Argentine Beef Promotion Institute

IPCVA - Instituto de Promoción de la Carne Vacuna Argentina

 IPCVA is a non-state public law entity formed by producers’ entities and meat packing industry associations whose goal is to develop strategies to promote bovine meat internally and externally.

Team working on this project.

1 account manager | 1 assistant | 2 social media managers | 1 design team


Since 2006 up to date, Nueva Comunicación has been working with IPCVA to accomplish several achievements and to support different campaigns: to appraise the economic and social contribution of meat chain, to foster the consumption of high slaughter weight animals and low demand meat cuts, to highlight nutritional importance of beef meat in health, among other achievements.

Services provided.

General communication, Art and creativity, Digital Marketing, traditional and non-traditional advertising.


The approach strategies were several and changed through time. They went from holding meetings with opinion leaders to incorporating sponsored content in cooking shows. They went through all modalities of outdoor advertising and graphic, audiovisual and digital media.


Among other results, it may be mentioned that IPCVA achieved consolidation as a main information referent on bovine meat, obtained acknowledgement from different audiences on economic and social support of the meat chain, increased the use of large animals and alternative meat cuts in cooking shows; and gained followers in the Institute’s social media.


In March/April 2020, we began working on the Carne Argentina Instagram account. Due to the content and model strategy, Nueva Comunicación pushed through an increase in the community by more than 2000%, going from fewer than 600 followers to 30.000.In March/April 2020, we began working on the Instagram account.

Experiencia que impulsa.




Carlos is a National Certified Public Accountant from UBA (University of Buenos Aires), with over 40 years of experience in domestic and international in the tax and accounting field. He provides consultancy to companies and individuals on tax and financial management. 

Verónica Ríos Borgogni

General Account Director

Verónica holds a BA in journalism and she has been working on Nueva Comunicación for over 20 years in the area of planning, development and implementation of corporate communication plans with sector associations, domestic and international companies. Moreover, she is a member of the Counseling for Spokespersons team, in which she coordinates courses of Media-Coach. 

María Belén Millán


Belén holds a BA in Journalism (USAL university) and she has an extensive experience in corporate communication counselling and brand PR, marketing and digital content, and crisis management and communication. She delivers training programs in Media Training and Personal Branding. She was granted a scholarship in U.S.A. by USIA (United States Information Agency). 

Luis Leyro


Luís holds a BA in Political Science and has specialized in political, institutional and corporate communication matters. He has over 25 years of experience in Nueva Comunicación in the development of accounts related to public services sector, industrial, consumers and finance sectors, among others. 

Marcela Ibiricu


Marcela holds a BA in Public Relations (UADE university). She has over 30 years of experience within the field of corporate strategic communication and media management. General Account Director is her role in Nueva Comunicación and she is in charge of the accounts of several customers related to the corporate sector, retail, health and mass consumption, among others. Concerns, Petitions, Complaints and Grievances in Social Media. 

Matteo Goretti

General Account Director

Matteo is a political scientist. He is a specialist in business and institutional communication, image and campaigns. Besides his 20 years’ experience as a director in Nueva Comunicación, he is Chairman in Fundación CEPPA (Research Center for Applied Public Policies).

Daniel Gonzalez


Daniel holds a BA in Sociology and postgraduate studies in Methodologies and Statistics in Social Sciences. He has been a Research Manager in Nueva Comunicación for over 20 years now. 

Iván Damianovich


Iván holds a BA in Journalism, granted by Del Salvador University. He has been working in Nueva Comunicación for over 20 years and he has specialized solidly in public identity (image, reputation and development) of business accounts, business associations and political campaigns.

Corina Tareni


Corina holds a BA in Public Relations. She works in Nueva Comunicación since 1985. As an executive director there, she has led communication and cross-platform comprehensive strategies for their domestic and international customers. Her expertise blends corporate, institutional and brand communication with public relations, digital marketing and concerns, petitions, complaints and grievances in social media.

César Mansilla


César is founder and chairman in Nueva Comunicación. He has built his professional career providing counseling to top national and foreign companies on communication, Public Affairs and Lobbying for over 30 years


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