“It’s a time of high-growth for e-commerce and digital transformation in Latin America,” says Facundo Bonfigli who, together with Lucas Chimmalez, created LOBO, a boutique digital company in Buenos Aires. Based in 2016, the company has grown considerably over the previous six years, working throughout 25 industries and in 15 international locations. [Note: This story is also available in Spanish.]
Right this moment, we’re more than happy to announce that the total LOBO staff can be becoming a member of McKinsey. They are going to double the scale of our digital commerce and operations staff within the Americas, forming the core of a brand new functionality hub based mostly in Buenos Aires serving purchasers in Latin America and North America.
In response to Stephan Zimmermann, a McKinsey senior accomplice who leads our digital advertising analytics group for the Americas, the area is experiencing a digital revolution because of “a convergence of things which can be hitting abruptly—a digital-savvy inhabitants, booming smartphone penetration, quick rising tech start-ups and unicorns, and surging ecommerce development.”
The LOBO staff has been delivering highly effective outcomes for each established companies and digital-native startups by energizing their digital gross sales channels. For instance, they helped a perfume firm improve income by over 1000 %, and a medical insurer increase lead quantity by 85 %, decreasing the cost-per-lead acquisition by 43 %.
McKinsey has been partnering with LOBO for 3 years. “LOBO brings collectively a terrific staff of consultants who can get on-the-ground shortly and assist our purchasers speed up to a world-class degree of digital advertising,” observes Stephan.
Particularly, Stephan says, the LOBO staff is aware of learn how to assist companies goal new buyer segments and broaden their present relationships. Their work can establish the best digital channels and codecs for creating customized shopper acquisition and retention campaigns. In addition they create content material that resonates with goal audiences, after which can automate the engagement processes end-to-end, from sending emails to reporting outcomes, optimizing approaches, and refining budgets.
“Total industries resembling retail, banking, telecoms, and shopper merchandise are being upended by opponents who’re digital natives—at a tempo that’s phenomenal,” says Jesus Moreno, a McKinsey accomplice in Buenos Aires who’s main the acquisition. “It’s an actual problem for a lot of firms to internally develop world-class digital advertising expertise, which is often very scarce available in the market. To assist them, we offer the most effective staff with pace and scale, powered by the most effective analytics and tech property.”
As an illustration, a McKinsey staff may embody an information scientist from QuantumBlack, software program engineers and designers from McKinsey Digital, and now advertising operations and digital gross sales expertise from this staff of consultants who’ve joined our digital advertising operations and expertise staff.
The acquisition may even assist us make sure the impression we create for purchasers might be sustained over the long run. “The LOBO staff will assist us construct capabilities and assist them develop their very own advertising operations groups,” says Stephan. “That is what differentiates us from different companies. We’re there to assist purchasers speed up outcomes whereas constructing the abilities of their staff in order that they grow to be absolutely self-sufficient and notice sustainable development.”
They’ve execution consultants that may stand up and operating shortly and assist a buyer go from zero to 100 miles-an-hour when it comes to digital gross sales.
Stephan Zimmermann , McKinsey senior accomplice
LOBO has constructed its staff by means of a sensible recruiting course of that’s bolstered by a collegial, versatile, and collaborative tradition. Colleagues undergo a rigorous program of shopper rotations, prepare on totally different instruments, and acquire publicity to a wide range of industries and geographies. They expertise a scientific method to teaching and advising purchasers, much like the best way McKinsey trains consultants. “We rent candidates with an analytical bent from a variety of backgrounds,” says Lucas. “What we search for is enthusiasm.”
Now, that enthusiasm can be put to work in service of our purchasers. “By becoming a member of McKinsey, we may give our individuals the final word alternative,” says Facundo. “They are going to be capable of work on a wide range of challenges and tasks they may not have had in any other case, and have the possibility to create new, revolutionary options.”
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