Globe Groupe
Globe Groupe is a European operational marketing and sales activation agency serving 160 enterprise clients and 180+ premium brands across beauty, luxury, FMCG, technology, and healthcare in 8 countries, with €176M in 2025 revenue.
- Company typePrivate
- Founded2002
- HeadquartersParis, France
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Globe Groupe does
Globe Groupe (legal entity Hawker SAS) is a Paris-headquartered European operational marketing and sales activation firm founded in 2002 by Jérémy Dahan. The company delivers integrated shopper marketing services for major consumer brands, spanning brand activation, outsourced field sales forces, merchandising, travel retail activations, influence marketing, and connected commerce. Globe Groupe operates through a federation of eight specialized agencies (GLOBE, TECHSELL, GLOBE TRAVEL RETAIL, N2O, BARON, PRIMER IMPACTO, GLOBE ADMS, GLOBE FACTORY) plus a digital live shopping unit and a proprietary MyGlobe mobile application for field force management with geolocation validation. The technology stack is operationally focused: a candidate-facing mobile app supports mission assignment, attendance verification, and dashboard reporting, while no AI/ML, public API, or SDK is disclosed.
Globe Groupe firmographics
Firmographics- Name
- Globe Groupe
- Legal name
- Hawker SAS
- Website
- https://globe-groupe.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Globe Groupe is a European operational marketing and sales activation agency serving 160 enterprise clients and 180+ premium brands across beauty, luxury, FMCG, technology, and healthcare in 8 countries, with €176M in 2025 revenue.
- Ownership category
- akta.pro rank
Globe Groupe industry classification
Industry- Product category
- Operational Marketing & Shopper Marketing Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Contractor of Record (COR) / Global Contractor Management (BPACAHAE)
Keywords
Where Globe Groupe is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
Globe Groupe business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Operational Marketing Services: Globe Groupe generates revenue through service contracts with consumer brands for brand activation, outsourced field sales forces, merchandising, and travel retail services. The company manages €3.7B in business volume for clients and generated €176M in revenue in 2025.
- Training and Development Services: Sales training programs for client brand ambassadors and field sales teams, including customized seminars such as the Moët Hennessy ambassador training program.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Globe Groupe product offering
Product offeringCore offering
Globe Groupe is a European operational marketing services group that designs and executes brand activation campaigns, outsourced commercial field sales forces, in-store merchandising, travel retail activations, influence marketing, sales training, and connected commerce experiences for consumer brands. Through a network of specialized sub-agencies (GLOBE, TECHSELL, GLOBE TRAVEL RETAIL, N2O, BARON, PRIMER IMPACTO, GLOBE ADMS, GLOBE FACTORY, GLOBE LIVE SHOPPING), the group deploys 580 trained collaborators across 8 countries to convert brand touchpoints into measurable sales outcomes.
Product overview
GLOBE GROUPE is a unified platform for operational marketing and sales activation services, combining multiple specialized agencies under one roof. The core offering spans brand activation, commercial outsourcing, sales force management, merchandising, travel retail, influence marketing, and production logistics. The agency network includes GLOBE (core), TECHSELL (sales outsourcing), GLOBE TRAVEL RETAIL (airport activations), N2O (brand experience, acquired), BARON (visual merchandising, acquired), PRIMER IMPACTO (Spanish market, acquired), GLOBE ADMS (influence business), and GLOBE FACTORY (production/logistics), plus GLOBE LIVE SHOPPING (digital commerce). The MyGlobe mobile application supports candidate management, while POP'UP MALL and Carrefour Live Experience represent standardized activation formats. Financial profile: €3.7B managed sales volume, €176M revenue (2025), 580 employees, 160 active clients across 8 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- GLOBE (Core Shopper Marketing Agency) Main shopper marketing agency providing brand activation, sales force outsourcing, and merchandising services across European markets for enterprise consumer brands.
- TECHSELL (Commercial Outsourcing) Specialized agency for commercial outsourcing, B2B and B2C sales force management, shop-in-shop merchandising activations for technology, retail, and consumer goods clients.
- GLOBE TRAVEL RETAIL Airport and travel retail activation agency creating immersive brand experiences for luxury and premium brands in international travel hubs including sensory pop-ups and duty-free podiums.
- N2O Brand Experience Agency Brand experience agency serving enterprise consumer brands in the UK and broader European markets with experiential marketing, events, and shopper activations; winner of multiple IPM and Stratégies awards.
- BARON Visual Merchandising Visual merchandising and experiential marketing agency specializing in pop-up stores, in-store brand activations, and retail design for premium consumer brands in German-speaking markets.
- PRIMER IMPACTO (Spain) Spanish shopper marketing agency offering brand activation and field marketing execution for consumer brands in the Iberian market.
- GLOBE ADMS (Influence Business) Influence and social marketing agency reinventing shopper marketing through influencer campaigns, social activations, and digital content for enterprise brands.
- GLOBE FACTORY (Production & Logistics) Production and logistics agency providing event production, supply chain, and operational support for brand activations and pop-up deployments across Europe.
- GLOBE LIVE SHOPPING (Connected Commerce) Live shopping and digital commerce service helping brands humanize digital experiences through livestreamed shopping events and connected commerce programs.
- MyGlobe Mobile Application iOS/Android mobile application enabling candidates and field force to search missions, manage profiles, track applications, and access mission coordination for Globe Groupe's field sales and activation workforce.
- POP'UP MALL Standardized pop-up store concept designed to industrialize and scale pop-up activations across retail locations for enterprise brands seeking turnkey ephemeral retail.
Quantifiable outcome
- €3.7B business volume managed for clients
- +3 more outcomes
Companies that use Globe Groupe
Customer profileNamed customers31 records
Segments5 records
Ideal customer profiles4 records
Globe Groupe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Globe Groupe partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- CarrefourflagshipGLOBE GROUPE and Carrefour co-developed Carrefour Live Experience, an innovative shop-in-shop concept launching across 50 of Carrefour's busiest flagship stores in France. The concept combines commercial impact, operational excellence, and environmental responsibility.
- Moët HennessycoreLong-standing partner of Moët Hennessy, orchestrating exclusive seminars for brand ambassadors. Organized a national roadshow across 6 French cities with 7 sessions training 96 ambassadors on storytelling, cocktail preparation, and brand expertise.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Globe Groupe competitors and assessment
Company assessmentDirect peers
- SMG (Service Management Group): Shopper marketing and retail experience agency managing brand ambassadors, in-store activations, and CPG field execution — directly comparable to Globe's outsourced commercial force model.
- Advantage Solutions: Large US-headquartered sales and marketing agency providing outsourced retail sales, in-store merchandising, and shopper marketing — the closest scaled analog to Globe's TechSell commercial outsourcing line.
- Premium Group: French shopper marketing and field marketing agency of similar profile and heritage, competing head-to-head with Globe for French retail and FMCG activation mandates.
- MKG (Experiential): Experiential marketing agency offering brand experiences, live events, and shopper activations for enterprise brands — directly comparable to GLOBE's brand activation and POP'UP MALL offerings.
- George P. Johnson Experience Marketing: Global experiential marketing agency delivering brand experiences, live events, and trade show activations for enterprise technology and consumer brands — comparable to Globe Factory and event production work.
- GMR Marketing: Global experiential and shopper marketing agency specializing in sports sponsorship activation, retail experiences, and brand ambassadors — directly comparable scope and enterprise client base.
- Crossmark: Global in-store merchandising and retail services agency offering field sales, planogram, and shopper engagement services — directly comparable to Globe's merchandising and field execution capabilities.
- MKTG (Dentsu): Dentsu's brand activation and shopper marketing network; a global peer offering outsourced field sales, experiential, and retail activation services to CPG and lifestyle brands.
Broad incumbents
- Publicis Groupe: French advertising holding company with significant shopper marketing capabilities across Publicis Shopper and Leo Burnett; competes with Globe for pan-European brand experience briefs and bundled marketing mandates.
- Havas: Global French-headquartered advertising group with Havas Play and experiential capabilities; competes with Globe for integrated brand activation mandates across multiple verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Globe Groupe social profiles
Digital presenceGlobe Groupe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Globe Groupe leadership team
Management profileNumber of profiles
Profiles1 record
Globe Groupe subsidiaries and ownership
Company hierarchySubsidiaries10 records
Globe Groupe funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Globe Groupe M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Globe Groupe
What does Globe Groupe do?
Globe Groupe is a European operational marketing services group that designs and executes brand activation campaigns, outsourced commercial field sales forces, in-store merchandising, travel retail activations, influence marketing, sales training, and connected commerce experiences for consumer brands. Through a network of specialized sub-agencies (GLOBE, TECHSELL, GLOBE TRAVEL RETAIL, N2O, BARON, PRIMER IMPACTO, GLOBE ADMS, GLOBE FACTORY, GLOBE LIVE SHOPPING), the group deploys 580 trained collaborators across 8 countries to convert brand touchpoints into measurable sales outcomes.
Is Globe Groupe a public or private company?
Globe Groupe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Globe Groupe founded?
Globe Groupe was founded in 2002. It employs 51 to 100 people.
Where is Globe Groupe based?
Globe Groupe is headquartered in Paris, France, in the Europe region.
How does Globe Groupe make money?
Two revenue lines are on record. Operational Marketing Services are the primary driver. The others are training and Development Services.
Who are Globe Groupe's main competitors?
Direct peers on record are SMG (Service Management Group), Advantage Solutions, Premium Group, MKG (Experiential), George P. Johnson Experience Marketing, GMR Marketing, Crossmark and MKTG (Dentsu). Broad incumbents are Publicis Groupe and Havas.
Does Globe Groupe have an API?
No public API is recorded for Globe Groupe.
What industry is Globe Groupe in?
Globe Groupe's product category is Operational Marketing & Shopper Marketing Services. Its primary akta.pro industry code is BPACAHAE, Contractor of Record (COR) / Global Contractor Management. Its NAICS code is 541810 and its SIC code is 7311.