Globant's Gut Network to house all marketing functions in second round of consolidation

Globant has consolidated all marketing and advertising functions within its Gut Network, bringing together practices such as AI, media, martech, analytics and healthcare marketing, the tech company announced on Tuesday. The Gut Network was established in June 2024, eight months after Globant acquired Gut, and was announced at that year’s Cannes Lions festival.

The Gut Network also announced it would open two new offices in Bogotá, Colombia, and Copenhagen, Denmark. The Bogotá branch will specialize in full-funnel media, data analytics and creativity, while Copenhagen will become a pharma marketing center for the Network, housing more than 60 healthcare marketing experts and clients such as Biogen and Alfasigma. The new offices will add 200 employees to the Gut Network, which already operates in 10 cities across North and South America (including New York), Europe and the Asia-Pacific region. 

In addition to geographical reach and staffing, the agencies’ global client roster will expand under the consolidation, servicing Gut clients AB InBev, Mercado Libre, Tim Hortons, P&G, Kraft Heinz, Verizon and Havaianas, and adding Globant clients including FIFA, F1, Electronic Arts, and Okta.

Globant hired Gut as its creative agency of record in 2020 and partnered closely with the agency until acquiring it in November 2023. Gut cofounders Gastón Bigio and Anselmo Ramos, as well as Globant chief brand officer Wanda Weigert, will lead the newly consolidated Gut Network.

“This latest move further demonstrates Globant’s confidence, support and total commitment to the Gut brand and culture,” said Bigio and Ramos in a statement. “For us, this is the realization of a powerful dream that began when we founded Gut in 2018. Expanding the Gut brand to new territories is the natural next step for us.” 

The Gut Network was originally conceived in June 2024 when Globant rolled all of its agency acquisitions into one marketing arm with eight specializations. Gut was appointed head agency within the network at that time, leading the creative advertising function. Today, Globant partners with OpenAI, Nvidia, Amazon Web Services and Unity; the consolidations are a move on Globant’s part to power its creative offering with the tech it invests heavily in, while the continued emphasis on Gut aids the agency’s global expansion.