United Virtualities Corporation (UV) has developed a reputation as a boutique tech consultancy. Recently, they had the grand opening of a fourth international branch in Barcelona, Spain. This summer has been a time of exciting changes for UV. Among other changes, they also took on Gustavo Martinez as a senior managing partner.
Martinez will be in charge of the new office in Barcelona. In addition, he will be leading growth initiatives in Europe, the Middle East and Africa (EMEA). Before he became a part of UV, Martinez was the chief executive officer (CEO) and global chairman of J. Walter Thompson. This firm is known for being one of the largest and oldest advertising agencies in the entire world.
Gustavo Martinez – A Track Record of Success
Before he was a part of UV, Gustavo Martinez spent more than 35 years building his reputation in the advertising and marketing industries. He has led some of the most iconic ad campaigns in the world and left his mark on global audiences. Previously, he was the president of Olgilvy and Mather as well as the McCann World Group. Before working with those companies, he served an elite clientele at Price Waterhouse and Henkel.
Over the years, Martinez has developed a flair for using his creative talents. He has a hands-on approach to operations and consulting. Through his consulting services, he offers clients personalized attention and exceptional insights into business marketing.
Advertising and marketing are completely unlike other industries. To have a talent for marketing, the individual needs to be more than just a good worker. He has to be creative and talented at artistic work. In addition, a good marketer must also be able to function within the rigidity of a structured business. Through his long history in the industry, Martinez has proven himself to be exceptionally creative and talented at successfully running operations.
Instead of only focusing on developing his own creative campaigns, Martinez has also developed a successful track record in recruiting other creative geniuses. For creative types, working as a consultant provides an exceptional level of independence and flexibility. Because of this, Martinez began working with UV’s Business Acceleration program. This particular program involved working with startups to boost their marketing plans and achieve better outcomes.
The average startup has a 90 percent chance of failing. Unfortunately, this failure rate happens whether the startup has an excellent product or not. In many cases, having a top marketing campaign can determine whether the business is actually a success or failure. Martinez goes beyond just brainstorming creative ideas for a campaign. He also uses the latest technology and analytics to determine what type of campaign will be successful for each kind of business.
By using this novel approach, Martinez has helped startups avoid learning through a costly trial-and-error process. Instead, companies save money and gain a competitive edge by having the right campaign during their first attempt. Martinez helps his clients gain actionable insights and exceptional service through his optimized strategies and unique campaigns.
A Typical Day at the Office
Martinez did not achieve his success by accident. In order to develop his global reputation in advertising, he had to put in long hours to help his clients. Normally, his day starts with a family breakfast and answering emails. Then, he puts in 10 to 12 hours of work at the office. Each day, his goal is to motivate each individual and help his team put their creative skills to work. Because of this, his office has a collaborative atmosphere that encourages everyone to work together to make new ideas.
On a personal level, Martinez also believes in the value of charity and philanthropy. Over the years, he has done everything possible to help the causes he cares about most. For example, he regularly donates money to help those in need.
For Martinez, the future holds a lot of promise. Exciting developments like the internet of things are going to remake the entire world as well as the advertising industry. Someday, a smart refrigerator could advertise specific snack foods when someone is hungry. While there are bound to be innovative changes and unexpected inventions along the way, marketing professionals must still be informed by the past. By nurturing the right skills and learning to observe others, individuals can achieve success in any industry.
Preparing for Success With UV
Now, Martinez is preparing for a new, exciting collaboration with UV. Other than running companies like McCann World Group, Martinez has also served as a professor at ISEM in Madrid and ESADE in Barcelona. He originally completed his doctoral studies in economics at the University of Barcelona.
From the moment UV’s co-founder met Martinez, he knew that he was the right person to lead the company in the Middle East and Europe. Lucas Lopatin was excited about hiring Martinez because of his drive and can-do spirit. In addition, Martinez immediately stood out because of his professionalism and in-depth knowledge of the industry.
UV Is Committed to the EMEA Market
Other than the recent appointment of Martinez as a senior managing partner, UV has two more developments in the works. Recently, the company has decided to double down on its commitment to growth in the EMEA market. Right now, only 5 percent of UV’s client base consists of the EMEA region. Over the course of the next 12 months, UV plans on increasing the EMEA portion of its client base to 10 percent.
New Tech Talent Joins UV
Martinez is not the only exciting addition to the UV team. Recently, UV has announced a decision to increase the number of world-class tech talents at the company. UV is more than just a company registered on a piece of paper somewhere. Instead, it is a collaboration of innovative minds, creative types and tech geniuses. Together, these combined abilities help UV achieve an exceptional level of success. The unusual level of teamwork at UV exists because of the quality of the company’s new hires. When someone works at UV, they are more than just another number.
The Barcelona office will be set up near the famed Paseo de Gracias. Within the company, it will be known as UV-BCN. It will be one of the company’s four main solution centers. The other centers are located in Guadalajara, Buenos Aires and Manhattan. Each office focuses on the company’s attitude of putting people first. As a part of the company’s ongoing growth, more staff members will be hired to carry out roles in production, strategy and technology.
Throughout the world, UV is known for its ability to accelerate businesses like startups. Consultants from UV work directly with companies to help them determine the best marketing plans, business strategies and technology for future growth. While UV has worked with many different sizes of companies, they tend to work with mid-sized to large corporations the most. UV helps global firms figure out what they need and how to manage their growth. Other than its commerce, data and digital options, UV also offers support for technology like Adobe Experience Manager, React and Salesforce Commerce Cloud. UV can also help global startups with lean stacks like Node.js.
By taking care of major business and tech challenges, UV helps companies get the support they need. As a part of this mission, UV works to find the best leaders, tech workers and creative types in the entire world. Through the collaboration and innovation abilities of its team, UV is able to help global companies achieve the highest level of success possible. The latest addition of Gustavo Martinez to the UV team is just another exciting development for this global consultancy.
