Start a conversation
Give visibility and relevance to issues, projects or organizations that need a place on the agenda through different initiatives and spokesperson support.
Positioning · Communications · Public affairs
We help organizations analyze, decide and move forward.
Strategic counsel for complex challenges.Experience, direct involvement and solutions built to fit.
Every challenge is part of a wider fabric
Butler today
A platform built on experience and trust.
Butler was founded in 2019 to project more than three decades of professional experience through a new framework: strategic communications, positioning and public affairs.
30+ yearsof professional experience
Since 2019Butler has integrated that experience, its own method and teams built to fit
Direct attentionevery engagement is led by Alejandro Butler
What we do
Challenges we help solve
We do not begin with a rigid service menu.We begin by establishing the starting point, analyzing the context and identifying the relevant stakeholders.From there, we integrate strategic communications, media relations, public relations, positioning and public affairs according to the needs of each challenge.
Build legitimacy
Strengthen reputation and trust among diverse audiences through consistent messages and evidence.
Navigate complexity
Understand social, political and regulatory contexts, map stakeholders and build the capacity to influence in order to guide decisions or overcome crisis situations.
Support transformation
Clarify the narrative, align stakeholders and sustain change through internal and external communications.
Protect value and reputation
Prepare, respond and learn in sensitive or high-exposure situations.
Activate demand and communicate value
Design and execute strategies that give brands, products and services visibility, connect their value with relevant audiences and contribute to demand.
La Trama
Our working method
A cognitive operating system for consulting work. It systematizes insights and judgment developed over more than 30 years, allowing each challenge to be addressed with depth and proportion.
Understand
Objective, issue, stakeholders, constraints and evidence.
Recognize value
Existing assets worth preserving and developing.
Stress-test
Assumptions, risks, reactions and alternatives.
Build
Strategy, messages, media, actions and concrete outputs.
Learn
Results, evidence and judgment that remain accumulated.
Butler + AI
Artificial intelligence with method
Artificial intelligence does not replace strategic thinking: it expands it.
La Trama
- Understand the challenge
- Contrast evidence
- Design to fit
- Preserve judgment
Memory
- Integrate background
- Connect decisions
- Accumulate learning
- Provide continuity
Capacity
- Research and analyze
- Optimize resources
- Produce with quality
- Respond faster
Greater depth, consistency and agility at every stage. Judgment, accountability and decisions remain in the hands of the people on the team.
Public evidence
Selected experiences
We share selected cases that illustrate how we work and some of the results achieved. We can provide further information based on each organization’s specific needs and interests, always respecting the confidentiality of every client relationship.
Productive sectors · Public affairs
CIPU
Building advocacy capacity in a complex sector
A business chamber needed to turn an agenda dominated by urgency into a consistent sector voice: organizing evidence, aligning diverse interests and participating legitimately in conversations that shape its future.
Progress and outcomes
Recovery of operational continuity following a labor dispute and consolidation of a permanent sector agenda, with stronger dialogue capacity and participation in relevant public processes.
Value chain · Positioning
Pollos del Uruguay
Positioning a productive sector and expanding its horizon
The challenge: make a productive sector’s economic and social value visible, strengthen its institutional engagement and sustain a conversation that supports consumption, competitiveness and access to new markets.
Progress and outcomes
Greater public visibility for the sector and CUPRA’s incorporation into INAC’s Board of Directors, during a period in which per-capita chicken consumption grew by more than 40% over seven years.
Technology · Institutional environment
PedidosYa
Communicating innovation in a dynamic regulatory environment
A growing technology company needs to explain its contribution, understand the sensitivities around it and build relationships able to support evolving public and regulatory conversations.
Progress and outcomes
Sustained corporate communication, stronger capacity for regulatory dialogue and approval of a new legal framework for work carried out through digital platforms.
Electric mobility · Commercial communications
Mercedes-Benz · Inchcape Uruguay
Activating demand for a new electric model
The launch of the Mercedes-Benz EQA 250+ required translating product attributes into a relevant proposition, selecting aligned media and opinion leaders, and designing test-drive experiences capable of bringing the vehicle closer to audiences with purchase potential.
Progress and outcomes
An integrated strategy combining content, press, targeted media, influencers and test drives amplified the model’s visibility and contributed to a commercial response that exceeded expectations, with all available units of that model selling in a short period.
Logistics · Infrastructure
CHR Group
Connecting a long history and new projects through a shared vision
A group with a long history and diverse activities required a narrative able to connect its experience with new infrastructure, logistics and operations projects while preserving coherence and projection.
Progress and outcomes
A shared identity and platforms capable of making its ‘Experience in action’ tangible and projecting innovative, efficient and high-quality solutions for the logistics chain.
Industry · Circular economy
Envases
Turning industrial innovation into a relevant conversation
The challenge: communicate investment and progress in the circular economy clearly, connect their impact with environmental and productive priorities, and strengthen the positioning of a company with regional reach.
Progress and outcomes
Circular-economy investments turned into milestones with institutional, public and media visibility, strengthening the company’s advocacy capacity and contribution to PET packaging recycling in the country.
Global services · Business community
Aguada Park
Positioning a global-services platform and its community
A free zone in the knowledge economy needed to make the value of its ecosystem visible: the companies it brings together, the talent it attracts and its capacity to deliver services from Uruguay to the world.
Progress and outcomes
Greater visibility for the ecosystem, its companies and the value of providing global services from Uruguay, positioning the free-zone regime as a competitive advantage for attracting investment and generating employment.
International congresses · Strategic communications
OVUM 2024
Giving regional reach to a congress of unprecedented scale
Latin America’s leading poultry congress was being held in Uruguay for the first time. The challenge was to build attendance and regional visibility, coordinate a network of media partners, produce content in Spanish and Portuguese, and manage relationships with the press, public authorities and local organizers before and during the event.
Progress and outcomes
A sustained strategy before and during the event helped give regional visibility to the largest congress held at the Punta del Este Convention Center up to that time: 4,035 delegates from 50 countries, 238 exhibitors and 53 speakers. OVUM 2024 was subsequently recognized with the Sol Award for MICE Event of the Year.
Testimonials
“Alejandro’s contribution was fundamental in helping us navigate highly complex crises and position the sector for a better future. His commitment and involvement, both professional and personal—especially at critical moments—have been truly moving.”
Juan Riva-Zucchelli · President of CIPU
“Working with Alejandro has been key to aligning our communications strategy. He quickly connects with the business vision, bringing an outside perspective while acting as a key partner and helping us navigate complex scenarios with clear, executable strategies.”
Juan Muxi · General Manager, PedidosYa Uruguay
“Good communication makes a difference in any field. Alejandro takes ideas, understands what needs to be conveyed and gives them the right shape to communicate them perfectly.”
Domingo Estévez · President of CUPRA
“Alejandro has a remarkable ability to understand the business, bring strategic perspective and turn it into concrete action.”
Patricia Blanco · Mercado Libre
They trust Butler
Organizations we work with
We deliberately work with a limited number of projects to ensure direct involvement and responsiveness in each one.
Team
Personal leadership, teams built to fit
Alejandro Butler leads every engagement with the support of a stable core and a flexible network of specialists. This preserves proximity, judgment and responsiveness.
Director
Alejandro Butler
More than three decades of experience in communications, positioning and public affairs. He personally leads every engagement.
View professional background
Consultant
Mercedes Otero
Her experience in journalistic production at TNU, En Perspectiva and Teledoce brings editorial judgment, source management and the ability to coordinate content and resources. At Butler, she manages projects and workstreams autonomously, connecting strategy and execution.
Consultant
Laura Fajardo
Her career combines economic journalism at El País and El Observador with managing clients from different sectors through public relations and corporate communications agencies. At Butler, she brings media knowledge, planning and operational continuity to turn strategic decisions into action.
+The network expands the team with content, design, research, public affairs and production capabilities whenever a challenge requires them.
Threads
Corpo magazine · September 2026
The cost of the gap between being and appearing
Today, prestige and reputation are assets as valuable as financial capital. In a hyperconnected environment shaped by heightened public expectations, the boundary between narrative and reality has become extremely narrow. The challenge is to ensure that each organization’s culture—and especially the conduct of its leaders—remains consistent with the principles it publicly declares.
Let’s talk
If the challenge matters,it deserves a good conversation.
We can help frame the issue, identify options and build a way forward.
Write to Alejandro© 2026 Butler