Rodrigo Beistegui

I'm still buzzing from this year's Cannes Lions! At Globant, we were thrilled to unveil our new Globant GUT Network, and the whole experience was incredibly inspiring. Here are a few takeaways... 👉 AI is undeniably central: Yes, AI was a major focus. Its analytical power is transforming marketing and countless other areas of our lives. However... 👉 Human creativity and empathy remain essential: The heart of marketing still lies in understanding and connecting with people on an emotional level. 👉 Marketing is evolving into a truly interdisciplinary field: It's no longer solely about creativity. Technology, data, and a deep understanding of diverse customer needs are shaping the future of marketing. 👉 This combination allows us to connect with customers on a deeper level: By blending data-driven insights with creativity, we can craft marketing strategies that resonate with individual preferences and worldviews. A shining example: Mercado Libre's Media Grand Prix-winning "Handshake Hunt" campaign for Black Friday. Instead of a traditional TV commercial, they ingeniously used a pop-up QR code that appeared whenever two people shook hands on screen. The audience could scan the QR code, which led them to a relevant product. The result? The most successful Black Friday in Mercado Libre's history. 💡 This campaign beautifully demonstrates how technology and creativity can merge in surprising ways to meet customers where they are. We're excited to see what innovative ideas the next Cannes Lions will bring! Read our 5 Must-see trends at Cannes Lions 2024 👇 Landing:

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“Digital Knowledge is Moving From Documents to Dialogues”: Navigating the Shift Microsoft’s “New Future of Work Report contains the following very interesting statement:  “Digital knowledge is moving from documents to dialogues.” Over the years, our approach to digital content has evolved dramatically. Traditionally, knowledge was encapsulated in static forms—letters, forms, faxes—eventually finding its way onto the internet through emails and links. These formats, while foundational, had their limitations. They were often one-sided, requiring careful crafting and editing to convey information. However, now the digital landscape is shifting, driven by the power of dialogue, primarily through messaging solutions like meta’s WhatsApp. Today, conversations are becoming the new vessels for digital knowledge. Messaging platforms, like Slack, Microsoft Teams, and WhatsApp, are transforming workplace communication. In these environments, knowledge is not a carefully crafted document, but a continuous dialogue with customers, suppliers, and co-workers. This shift allows for greater flexibility, responsiveness, and the seamless flow of ideas. Moreover, the emergence of Large Language Models (LLMs) like GPT-4 is further redefining how we engage with digital content. Instead of static documents, we are seeing dynamic exchanges. People are interacting with AI systems as if they were conversing with a colleague, asking questions, seeking advice, and refining their thoughts in real-time. This evolution from documents to dialogues represents a significant transformation in how we create, share, and retain knowledge. What does this mean for business owners and leaders? It emphasizes the importance of embracing conversational platforms and AI technologies. By doing so, we open doors to more collaborative, adaptive, and efficient ways of working. The future of digital knowledge is conversational, and those who harness its potential will lead the way in innovation and collaboration. #Messaging #WhatsApp #DigitalTransformation #AI #Collaboration #KnowledgeManagement #Onemarketer

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CATCH OF THE DAY Following up on a post by Rodolfo Quijano, who eloquently shared why The Walt Disney Company's #Pinnacle speaks to him as a collector (great read, will link below), I want to focus on the unique aspects of this project and why I am excited about it. Unlike other initiatives, Disney Pinnacle is designed to: - extend the collector's experience into the digital world (pins are a huge thing at Disney and you can trade them with staff members in the parks) - integrate interactive features we've come to expect - enhance the overall user experience and making it easier to collect (24/7) - a real business model: pins sell for a minimum of 7,95 Euros for open editions and 59,99 Euros for limited editions (around 1500 pins sold for 3 days) My personal experience: I badly wanted Tinkerbell from Peter Pan - but since this was a limited edition I found it too expensive and made my decision for the starter set instead ;) Our journey into #web3 so far has been thrilling, yet a common question arises: will this technology ever become mainstream? My answer: It depends. It depends on your desire and need for a decentralized infrastructure and the specific benefits it offers you. For now, Disney Pinnacle is about #digitalpins and the fun of gamified social collecting. Currently, there's no access beyond digital pins, so let's not overpromise. But the foundation is laid for a fun collecting experience and a new way of sharing your digital collectibles in the app. While web3 isn't strictly necessary at this moment, it opens up potential for significant developments down the line. Plus, having my asset in my own wallet means I truly own it, making it transferable without intermediaries. This ownership and transferability enhance the collector's experience by adding a layer of security and utility that traditional digital platforms often lack. This project is built in collaboration with Dapper Labs, known for creating CryptoKitties, one of the first blockchain games, and more broadly for their pioneering work in developing the #Flow blockchain, designed to support high-scale applications without compromising user experience or security. I had the pleasure of working with Dapper Labs during my time at expanded.art and for the RTL Sisi NFTs, experiences that gave me firsthand insight into their innovative approach to digital collectibles. As we continue to explore and expand within the realms of web3, projects like Disney Pinnacle are crucial. They demonstrate that with the right application, technology doesn't just complement traditional business aspects—it propels them to new heights of customer engagement and satisfaction built on the existing infrastructure adding a new layer for more insights and benefits. Now waiting for the marketplace to also allow in-app trading like Lufthansa Innovation Hub's #uptrip. Are you a #collector?

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AI-powered video generators are set to revolutionize digital marketing and campaign design across all industries. This technology allows for the creation of far more audiovisual content in a fraction of the time and at a reduced cost. Traditional photography and videography will soon become obsolete, enabling us to craft more elaborate and creative campaigns. With AI tools like Sora, there's no need for expensive equipment or complex logistics…just a skilled prompt engineer. This innovation will give far more importance to digital marketing, as we can now produce a greater volume of high-quality content from the comfort of our homes.

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The future of Software Development starts today! We are very proud to introduce our Globant Agents. ✨ https://lnkd.in/e4XFYyds This is the result of more than 10 years of working and investing in AI to deliver faster and better software for the most significant companies worldwide. Discover how we are transforming productivity, driving significant gains for companies at scale accelerating their AI adoption. #AI #SoftwareDevelopment #GenAI

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The future of Software Development starts today! We are very proud to introduce our Globant Agents. ✨ https://lnkd.in/e4XFYyds This is the result of more than 10 years of working and investing in AI to deliver faster and better software for the most significant companies worldwide. Discover how we are transforming productivity, driving significant gains for companies at scale accelerating their AI adoption. #AI #SoftwareDevelopment #GenAI

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"Creating environments where our ideas can connect & bring people together through technology” This week I had the privilege to present our Digital Journey to the Technology LATAM team and here some of the highlights: - ¡Developing the adequate Mindset to change! We need to develop the future financier mindset who is someone whose focus is on prescribing future courses of action, eager to automate transactional activities, focused on added value activities, with high digital skills and whom is agile to take decisions. - Be inspired from others to develop new ideas and have the curiosity to ceate new ways of working in a more automated and productive way. - Select the ideas that will generate quick wins and benefits that you can communicate. -Celebrate the small wins and recognize the people that are making the difference in the digitalization journey. -Continous learning and sharing with others to challenge the way we are optimizing our process. The Financiers have the unique opportunity to inspire in this digital journey with the data that we use, to take more agile, accurate and pragmatic decisions. Thanks to my Finance team and to the IT team for all the support given to accelerate our journey, we are just setting the basics in place, the best is yet to come. Andrea Garcia Cortes, Gerardo Zamora Gomez Alvaro Luis Sanchez Muñoz, Maria Guadalupe Castro, Edwin Roberto Camacho Vergara, Luis Mancilla Roberto Munevar Alfredo Lopes, MBA, PMP, BRM Ángela María Navarrete Rojas #Finance_Nestlé #Digital_Journey #IT_Nestlé

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I have just certified my knowledge and experience in Scaled Scrum with my partner CertiProf 😎 . This means that I know how to apply and manage the Scrum framework in large and complex enterprise environments, effectively leading the implementation 📈 . ✅ In my Fractional CMO service, I include the implementation of agile frameworks such as Scrum starting by guiding the transformation of the mindset and culture of the company and its collaborators.  👉 Learn more about my Fractional CMO service here: https://lnkd.in/dvnntq4k 🤖 My COMPANY TRANSFORMATION PROGRAM - FORTRESS - has a large component in the initiation and adoption of agile practices at the enterprise level, this is achieved with my knowledge and experience in scaling agile frameworks. 👉Learn more about Fortress here: https://lnkd.in/eiQyZxaA Having these certifications helps me demonstrate that over the years I have experimented and learned with this framework 💪 . #Certiprof #Certification #Agilel #ScrumScaled #Scrum #Agileprojectmanagement #Businessagility #ProjectManagement #CMO #Marketing #MarketingManagement #AgileMArketing https://lnkd.in/eY2y5yX4

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Another great win for the #RetailMedia industry, this time in Latin America! In collaboration with IAB, led by Jeffrey Bustos, and a group of industry experts and visionaries on Retail Media from Latin America, we created and launched the first guideline for Retail Media for the Region. It is the belief of this group that Retail Media will accelerate significantly behind this guide, unifying Retailers, Brands, Agencies and Technology providers towards the development and prosperity of Retail Media in Latin America. Thank you to all contributors, it was an honor to be part of this group representing Criteo and the broader Measurement community. At the risk of missing someone, here is the list of contributors and visionaries: 🇲🇽 Adriana Torres Villeda, Gerente de Captación y Atención a Socios, IAB México. 🇲🇽 Alejandra Lopez Martin del Campo, Directora General, Consejo de Investigación de Medios, A.C. 🇨🇴 🇨🇱 Ana María Molina Vélez, Customer Engagement & Media Manager, dunnhumby 🇨🇴 Ana Romero-Tschann, Senior Manager, Strategic Planning & Operations, Criteo 🇨🇴 Andrés Castillo, Chief Media Officer, dentsu 🇨🇴 Angélica Gómez León, Head of OMG TRANSACT, Omnicom Media Group 🇨🇴 Armando Martínez Sierra, Managing Director, OMG TRANSACT 🇻🇪 Carlos Bermudez, Vice President, Commerce Lead LATAM, Publicis Commerce 🇨🇱🇺🇾 Carolina Cifuentes, Gerente Marketing y Operación, Cencosud S.A. 🇲🇽 Cecilia Vanin, E-commerce Marketing & Retail Media Lead, PepsiCo 🇲🇽 Aracely (Cely) Moreno-Mosier, Senior Director, Omnichannel Marketing, Head of Retail Media Partnerships, PepsiCo 🇦🇷 Charlie Shaw, General Manager, IAB Argentina 🇧🇷 Cristiana Leal, Director of Retail Media, Data. Monetization, Trade Marketing, Grupo Carrefour Brasil 🇧🇷 Daniel Tovar Angel, Senior Product Marketing Manager, Mercado Livre Brasil 🇧🇷 Daniela Pegoraro, Coordinador de Marketing, IAB Brasil Last but not least, thank you to all other IAB leaders for bringing our industry together for this effort: 🇵🇪 Beatriz Hernandez, IAB Peru 🇺🇾 Carolina de León Sánchez, IAB Uruguay 🇲🇽 Gabriel Richaud, IAB México 🇨🇴 Paola Restrepo Ospina, IAB Colombia 🇨🇱 Rodrigo Saavedra, IAB Chile Below is the original post in spanish.

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🚀 Problem Rappi faced the challenge of re-engaging lapsed users and boosting purchases from active users. They needed an innovative, out-of-product approach to directly connect with their audience and spur action. 💡 Solution Harnessing the power of Braze, Rappi broadened their outreach to #WhatsApp. This strategy focused on reigniting interest among lapsed users and enticing active users with tailored deals, resulting in increased engagement and purchases over time. 📈 Result An 80% increase in users who made a purchase 📲 🛒 Read more: https://lnkd.in/eP5XjJmT #SMS #CaseStudy #CRM #Marketing

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Yey! We are reinventing it. Again! Today, all the way from #CannesLions, we launched the Globant Gut Creative Network. A place where full-funnel Marketing, super-personalized experiences, and unmatched creativity will happen every day. Globant isn’t just a collection of services, it’s a collaborative ecosystem where "ad nerds" and "tech nerds” make the most of creativity, data, tech, AI, and agility to deliver unique solutions to beloved brands globally. Spearheaded by Wanda Weigert, together with Gaston Bigio, Anselmo Ramos, Sebastian Vedsted Jespersen, Pepe Chamorro and the rest of the team, get ready for unmatched creative value.  Buckle up! This is a paradigm shift in how businesses can approach marketing and technology consulting, and we’re making it happen. #GlobantGut #TechnologyThatDares

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I am happy and proud to be one of the few Miro MVPs, Since 2020, I have used Miro daily for all business, especially for workshops and sprints. And yes, even in-person workshops. Miro elevates collaboration to a new level. It encourages faster, more open, and more creative collaboration. All the amazing features help me as a facilitator to give my participants a journey they enjoy and a more than satisfying level of contribution. Anyone who needs support in implementing projects and workshops in Miro is welcome to contact me or the other really amazing MiroMVPs: Said Saddouk, Annie MacLeod, Jonathan White, Nina Pozderec, Thomas Larsson, Joseph Assaf, SPC💠, Lucie Agolini, Rachel Davis, Robert Johnson, Isman Tanuri, Douglas Ferguson, Boris Petrovitch Njegosh, Markus Blatt and many more. Special thanks to Markus Blatt for the reminder and Mary Findley for organizing this. _ _ _ 🔔  Follow: @Florian Hameister ❤️‍🔥 Topics: #innovation #productdevelopment #customercentric #circulareconomy #faciliation #miro

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You can make CX a part of company’s DNA and the company truly CX obsessed only when it starts with the CEO.

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🌟 Celebrating a Milestone: Rappi in TIME 100 Most Influential Companies 🌟 I'm thrilled to share that Rappi has been named one of Time 100 Most Influential Companies in the world for 2024! This incredible recognition is a testament to the relentless hard work, innovation, and dedication of our entire team. 🚀 For me, as the leader of the Public Relations area at Rappi, this achievement holds a special place in my heart. It's a powerful reminder of the impact of strategic PR in shaping perceptions and driving visibility for the remarkable efforts of each one of our 4,000 employees. Our journey is filled with countless stories of perseverance, creativity, and teamwork, and this recognition is without a doubt one that will be remembered. I want to extend my deepest gratitude to my exceptional PR team. Your efforts behind the scenes have been instrumental in bringing our achievements into the spotlight. This recognition is not just about being seen—it's about making visible the passion and commitment that drives Rappi every single day. 🌍✨ An advice for all companies out there, and all founders seeing this milestone: Recognition and public perception is built every single day with your actions, but you need a powerful PR area to sell it and make it visible. Rappi without a doubt has the best one. Almost 5 years ago, when I joined Rappi we were struggling with reputation in our homeland Colombia. Today Time is making a worldwide recognition of our impact and influence. This is not the result of luck, there is a lot of hard work behind in the operation itself but a huge amount of work and strategy from the Public Relations team. Rappi deserves this recognition, we have worked really hard for it! Here's to many more milestones and to continuing our mission to reshape the future of Latin America's economy and entrepreneurial landscape! 💪 #Time100 #Rappi #PRAchievement #TeamWork #Innovation #Gratitude #PRPower

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Viviana Ortiz Ruiz has one thing to sell: the biggest impact on customer satisfaction and loyalty. Or as she would put it: “the service of integrating the data of the retailer and the carrier, taking over the communication with end customers, ensuring that the post-purchase journey is as swift as possible.” For that, she makes sure to prioritize practical expertise rather than theoretical concepts. Viviana is a great example of someone walking the walk. It’s precisely because of that that she’ll be speaking at Data Masterclass Europe 2024, joined on the stage by other Data & AI leaders from companies such as Babbel, Alexander Thamm, Bayer, DeliveryHero, Hello Fresh, and many more. Good news: you’re still on time to apply. The 3-day event that other Data Leaders have qualified as “the ultimate investment for my career”, is back on June 4-6. You can apply now. Link is in the comments. PS: All Data Masterclass-related posts are solely my own and do not express the views or opinions of my employer.

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According to Iran Reyes Fleitas, head of engineering at global marketing and advertising company Media.Monks, we will all soon have a ‘persona in our pocket’—a GenAI-powered personal likeness that we can interact with via our devices, to help us make better decisions and take actions in all kinds of situations. Iran should know. He’s already built his own digital twin in Monks.Flow, Media.Monks’ AI-centric, professionally managed service that connects with Amazon Bedrock. Before sitting down for an interview with Amazon Web Services (AWS), he asked it what he should keep in mind. Find out what advice it gave him, as well as other ways our customers and partners are using Amazon Bedrock to work better, and faster, and have some fun at the same time. https://lnkd.in/gRbbCyqk What tasks would you ask your digital twin for help with at work?

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Kids Corp brings Pollo Campero (Corporación Multi Inversiones) to the metaverse with the launch of "Mundo Campero" in Roblox, an immersive experience that seeks to connect with the brand's consumers through an innovative point of contact. Within the metaverse, there exists a Pollo Campero restaurant where users can partake in "Sabor Contra Reloj," a game where they are required to prepare the most dishes within the allotted time frame to accrue points. In addition, Mundo Campero also features the "La Tienda del Pollito", a shop where users can purchase skins with the points earned to dress up their avatars with branded items. Also, by interacting in this universe, they can find discount coupon codes redeemable for purchases at Pollo Campero. Congrats to all the protagonists behind this innovative project for taking the first brand in Central America into the metaverse! #KidsCorp #PolloCampero #Roblox #gaming #innovation #metaverse #Guatemala #BrandExperience #restaurants

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