Digital Transformation Consulting

Globo faced significant challenges in adapting to a rapidly changing media landscape, where new competitors and shifting consumer behaviors threatened its traditional media model. The company's digital streaming service, Globoplay, was growing but lacked the necessary investment and agility to compete effectively. Additionally, Globo's massive corporate structure hindered innovation, preventing teams from experimenting and learning from their failures. Brands were increasingly seeking multichannel, targeted approaches to reach their audiences, necessitating a strategic overhaul for Globo to position itself as a global digital player.

To address these issues, Globo partnered with Accenture to embark on a transformation journey called UmaSóGlobo (“Only One Globo”). This initiative involved adopting a direct-to-consumer (D2C) strategy and creating an integrated suite of products. Significant investments were made in Globoplay to enhance user experience and develop new revenue streams. The transformation included reinventing Globo’s operating model to establish it as a mediatech company, complete with an innovation hub designed to serve as the central "factory" for all digital products. This new model encouraged collaboration by breaking down silos and fostering an environment conducive to testing and learning from new market offerings.

As a result of these strategic changes, Globo has successfully transitioned into a D2C organization that offers innovative digital products across various platforms, including free-to-air TV, pay TV, and digital channels. The company can now reach audiences more effectively with targeted advertising, even in a "cookieless" environment, by leveraging new data opportunities for incremental monetization. Globo has experienced streamlined costs and top-line growth, leading to accelerated advertising revenues and enhanced digital capabilities through its 1,500-person innovation hub. This transformation has instilled a culture of continuous learning within the organization, ensuring that Globo remains competitive in the evolving media landscape.