As today’s brands scramble to reinvent themselves for the digital age, they have two places to look for assistance: technology-oriented consulting firms and advertising/marketing agencies – two professional services industries that are both struggling with their own digital reinvention.
All this digital blocking and tackling leaves an opening for pure-play digital consultancies like Globant. Founded in Argentina and headquartered in Luxembourg, this now-public global firm rocketed to a leadership position in a mere handful of years, with blue-chip clients like American Express, Coca-Cola, Google, and Southwest Airlines.
Heading up this billion-dollar multinational with over 4,700 employees is CEO Martín Migoya, who is releasing his new book, The Never-Ending Digital Journey, coauthored with Globant colleagues Andres Angelani and Guibert Englebienne.
The book, however, is icing on the digital cake. How Globant grew from four people in Argentina in 2003 to the digital powerhouse it is today is the story that qualifies Migoya as our next digital influencer.
Digital Before it was Digital
Migoya’s focus from the early days at Globant was reinventing the customer experience. “We went to prospects with a clear message,” Migoya recalls. “If you need to engage your customer in different ways, work with us.”
Globant’s strategy has been to target B2C brands – with an emphasis on the ‘C’: consumer. “Consumers are disrupting the market,” Migoya explains. Even before today’s use of the word ‘digital’ came to represent a renewed focus on the customer, Globant was beating this drum of disruption.
Globant’s big break came in 2006, when Google hired it to help test the new Google Checkout payment system. The results so impressed Google that Globant has become one of Google’s favorite partners.
The success with Google catapulted Globant into a dominant position in the marketplace. “With Google as a customer, it became easier to introduce ourselves to other companies, so our growth exploded,” Migoya told Bloomberg Business in a 2011 article that further cemented Globant’s position as digital wunderkind.
Read the entire article at http://www.forbes.com/sites/jasonbloomberg/2016/02/05/digital-influencer-martin-migoya-of-globant-reinventing-marketing-with-consumer-journeys/.
Intellyx advises companies on their digital transformation initiatives and helps vendors communicate their agility stories. As of the time of writing, Photon is an Intellyx customer. None of the other organizations mentioned in this article are Intellyx customers. Image credit: Globant.
