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CANNES, France—Eight months after tech giant Globant acquired Gut, ADWEEK’s Breakthrough Agency of the Year, the digital consultancy is making its first move to transform its creative and tech offerings.
Globant is combining the agencies it has previously acquired, including Habitant, Ad_bid, KTBO, Vertic and Gut, into one Globant Gut Network, organized around eight disciplines with specific capabilities.
Gut will lead the advertising discipline, b ut Globant Gut Network will also specialize in marketing strategy, media, content, marketing technology, design, product and commerce. Globant Gut will operate one P&L.
Gut founders Gastón Bigio and Anselmo Ramos will lead the advertising vertical, while leaders of the other agencies will lead different disciplines.
“When ad nerds and tech nerds come together, there is no limit to what we can create,” said Anselmo Ramos, co-founder and creative chairman at Gut. “Two things will never change. Technology is here forever. It’s changing every day. Creativity is not going to change. It’s forever. When you put those two things together, there’s nothing we cannot do.”
Ramos claims the new Globant Gut Network is unique and isn’t following in the footsteps of other companies that have reworked their businesses to reflect more of a creative consultancy model that’s powered by tech, like Accenture Interactive (now Accenture Song) and Deloitte Digital, and more recently VML. Ramos stated at Cannes that Globant Gut is a new network that combines “daring tech and brave creativity” to form something wholly new.
Martin Migoya, CEO and co-founder of Globant said that propelling the founding of Globant Gut was a desire to be a place where innovation, design and technology could scale.
“We know that every day, technology is … interplaying with creativity,” said Migoya.
Migoya added that there was an eagerness to challenge the status quo from both companies as they talked about a new venture.
Currently, Migoya said that between 10% and 15% of Globant’s revenue is marketing. The goal in the future is to make sure that the earnings from tech and marketing are more intertwined, “so we cannot differentiate between the two,” he added.
Weigert called the Globant Gut network a “one-stop shop for marketing solutions…By bringing all of our capabilities together with the powerful Gut brand, we are at the sweet spot, ready to revolutionize the advertising and marketing scene and delight our client’s customers,” said Weigert.
