Globo, the largest media company in Latin America, faced challenges due to changing consumer behavior and its traditional business structure. To adapt, Globo initiated the "Uma Só Globo" transformation into a mediatech company, focusing on three key areas:
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Direct-to-Consumer (D2C) Strategy: Globo shifted from a B2B model to a D2C approach, investing in Globoplay for improved user experience and new revenue streams. The COVID-19 pandemic accelerated this shift as streaming demand surged.
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Reinvented Operating Model: Globo reorganized into a unified mediatech entity, integrating its audiovisual businesses and creating an innovation hub to drive technology-driven growth. The hub, staffed by over 1,500 trained professionals, serves as the origin for data-driven digital products.
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Breaking Silos and Agile Operations: Globo dismantled internal barriers and implemented a shared service model to enhance agility. Accenture supported cloud initiatives, including CRM and ERP systems with Salesforce and Oracle, streamlining content production and product launches.
Key Outcomes:
- Globo evolved into a D2C organization capable of testing, launching, and scaling digital products.
- Globoplay became a flagship platform, leveraging segmented advertising strategies based on user profiles.
- Globo applied data-driven insights to target audiences more effectively, even in a "cookieless" world.
- Accenture played a pivotal role in shaping the vision, building capabilities, and accelerating growth initiatives.
Globo's transformation underscores the importance of embracing technology and agility to remain competitive in the evolving media landscape. The company's legacy of continuous innovation ensures long-term sustainability.
