Globant Launches Globant Gut to Compete With the Big Consultancies

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.

Gut will operate freely outside the network

Globant claims that, aside from taking a leading role in the new network, Gut will continue to operate independently, with Bigio and Ramos leading the agency along with global CEO Andrea Diquez. Gut currently has eight offices across the Americas and Europe, with plans to expand its footprint even further before the end of the year. 

“We now have the tools to work seamlessly across all disciplines to bring clients the very best creativity backed by powerful technology that only Globant can provide,” said Bigio in a statement.

2023 was a successful year for Gut, which was named Cannes Lions Independent Network of the Year after winning 35 Lions, including 3 Grand Prix, 8 Golds, 12 Silvers, and 12 Bronzes across its network.

Aside from its Breakthrough Agency of the Year win, ADWEEK named Gut Buenos Aires the International Agency of the Year.