GLOBO ANNOUNCES NEW INTEGRATED BUSINESS OFFICER
02-04-2019
São Paulo, April 2nd 2019 – One of the major free-to-air TV networks in the world has taken a decisive step towards changing its commercial operations model. Globo has just announced the creation of its Integrated Business Officer: all free-to-air TV businesses and Globo Group digital operations are going to work integrated, offering complete solutions with only one value proposal to the sponsors. Commercial teams – which used to be divided into digital and traditional – have been unified and are going to operate under only one command. This change is a fundamental step towards turning Globo into a Media Tech company so that it may offer a better experience for its audience and better results for sponsors and advertisers.
“More than just reuniting teams, we are talking about enabling them with new knowledge and specific skills on Media Tech without compromising their individual attributes. It is a permanent process that is going to happen over time. We’re keeping what is right at the same time that we are adjusting the model throughout an agile and fast process. What we are doing here is the definitive integration between traditional and digital, from business intelligence to creative intelligence, from artificial intelligence to human creativity”, has declared Globo’s CEO Carlos Henrique Schroder.
According to Schroder, the main goal which is guiding this change is to see the needs of brands and people in an integrated manner . “The calling for this company is to become a hub, a place where everyone meets, offering intersected business opportunities to the brands”.
The team has already been integrated and are now working in a single office, having Eduardo Schaeffer as their leader, who will also have the mission of adjusting the area and enable the team with new tools and skills. He was chosen as director of the Integrated Business Officer due to his executive work, a career totally constructed in the digital world even before he started working for Globo Group in 2007.
“With all his digital experience, Eduardo Schaeffer was a natural choice to create the integrated model and the new profile for the Business team which will operate strongly based on data. Our goal is to offer a better experience, both for the consumer and the sponsors”, says Schroder. “The concept of our current campaign ‘Globo in motion’ reflects the transformation spirit that drives us. Content is in our DNA, our major asset, and the people are the ones who motivate us. Thanks to technology, today it’s possible to focus not only in content quality, but also in audience experience: how they consume our stories, where do they consume it and in what context. The choice belongs to the individual”.
The change happens in a week of big movements in communication industry all over the world, with merging deals and the entrance of new players in different markets. “This is a moment that all communication companies are rethinking their business models, even the ones that were born into a digital environment. We are facing a new moment and, being one of the top communication groups in the world, we are transforming ourselves too”, analyzes Schaeffer.
“We are going to offer an integrated model, from to offer conception to the final approach, uniting the capillarity of all Globo Group digital platforms to the incredible reach that only Globo TV has in Brazil due to a qualified free-to-air TV and unquestionable penetration. This is going to allow us to offer a much more complete Globo solution”, says the executive. And he adds: “We are going to incorporate the efficiency of our delivery to a precise and clear results measurement in all platforms, as well as the conception of products that are aligned to the brands message. We have always been a quality-oriented company and, to this orientation, we add a profound data and consumer behavior knowledge, expressed by the moto “millions of ones” with whom Globo speaks to on a daily basis”.
Into this new business and leadership model, some functions which were exclusively for commercial operations were extinct. Thus, Marcelo Duarte has just left the company.
“UMASÓGLOBO”
The changes in the Business area of the biggest Globo Groups operation happen six months after the project “UmaSóGlobo” was announced by executive president Jorge Nóbrega. This movement aims to transform the whole business of Globo Group, without abandoning its DNA focused in content.
“Globo Group is becoming only one company, totally integrated, and strongly based on a straightforward relationship with people. We are going to promote a better experience joining technology and content, sustained by a deep knowledge of the consumer’s journey. This is the result of managing the data of more than 100 million Brazilians who visit us daily. Few media companies in the world have the same opportunity that is open for us”, declares Nóbrega.
There are three cross initiatives, transversal to several companies of the Group, which are being successfully concluded at the moment: Integration of the Sports department, managing and creating content for Globo TV, Globoesporte.com and Globosat; the unification of the Technology department, where 4,000 professionals – spread in several companies before - are now working together for all departments; and the creation of a center of intelligence and digital assets commercialization, all of them produced by Globo TV, Globosat and Som Livre, a project that has been carried out by Eduardo Schaeffer and that is going to continue under his leadership.
“With the Integrated Business Officer, the digital assets of the whole Group are going to compose a wider communication solution, with the incomparable scope of free-to-air TV that reach 99,55% of the Brazilian population”, says Nóbrega. And he concludes: “This is an extremely brave decision to start this integrated business movement in our biggest operation. It shows how clearly the Group has adopted the philosophy to act as a Media Tech, with essential attributes as agility and velocity for decision making and to start new models. The apprenticeship from this integration, announced today, will be essential in a roll-out future for the whole Group”.