Just Global makes
the pieces talk.

Databricks had a peculiar visibility problem. The enterprise software company was getting industry coverage, yet the people it most wanted to reach, data teams, still needed to know it better. Publicity had arrived before familiarity. For a marketer, this is an awkward discovery: you can be getting noticed and still be missing the room.

Just Global’s response was a campaign called The Data Team Effect. It paired customer stories with a mix of video, social, connected television and specialist publishers. The premise was human enough: the interesting thing about data software is what people accomplish with it. The agency reports that more than 1,000 target accounts visited the website.

That distinction, between getting attention and reaching the right people, runs through Just Global’s business. The agency sells the work needed to connect those two things. Its evolution suggests another distinction: knowing how to buy an advertisement is useful; knowing what should happen around it is a much larger job.

A missing piece becomes a company

Just Global emerged under that name in 2020, when JUST combined with Enigma Marketing. The predecessor’s story stretches further back. In an agency retrospective, Sarah du Heaume is credited with starting Just Media in Britain in 1995. The American business carried on after the UK operation’s 2005 sale to Aegis Media.

By the Enigma deal, the practical problem was geography. Customers operated across borders; an agency needed more than a global media plan to serve them. It needed people who understood what would work in particular markets. Enigma supplied complementary creative capabilities and an international presence.

“We had a gap in our offerings.”

Brandon Friesen, on the Enigma acquisition, 2020

It is an unusually plain explanation for an acquisition. MediaPost reported that the combined agency had 150 staff, roughly 110 from Just and 40 from Enigma. The lesson is available to smaller businesses too: expansion makes more sense when you can name the customer problem it fixes.

Making the technical feel human

Today, Just Global’s services span positioning, audience research, media planning and buying, content, design, account-based marketing and analytics. Its public portfolio leans toward enterprise technology, with clients including Palo Alto Networks, Cloudera and Tenable. This is a market where explaining the product is necessary, but rarely sufficient.

Consider OpenText Cybersecurity. Following acquisitions, OpenText needed a campaign for its cybersecurity sub-brand. Just Global created Cybersurvivalists: fictional influencers pursuing absurd ways to escape cyberthreats. The agency wrote scripts, cast actors and produced the work in Los Angeles. The joke made the problem recognizable without asking viewers to study a product diagram.

Those characters carried a video- and social-first campaign, supported by display advertising. The creative choice matters because enterprise purchases still involve people. A memorable premise gives the media team something worth distributing. Better targeting cannot rescue a message nobody remembers.

The dashboard comes with people

Theia.ai, launched in June 2024, gives this arrangement a reporting layer. Built using Salesforce Marketing Cloud software, it combines campaign information in tailored dashboards. Account-level insights, performance alerts and views across the marketing funnel are intended to help teams see relationships that separate channel reports can obscure.

The commercial detail is revealing. Theia.ai was launched as part of a wider services package, with pricing determined after discussions about the organization’s needs. Buyers are purchasing analytics expertise and an operating relationship alongside the interface. It is a service business with a software component, rather than a simple download-and-subscribe proposition.

For a prospective customer, the useful questions follow directly: which decisions will this reporting change, who will act on them, and how will the sales team recognize progress? A dashboard that produces another meeting has not yet earned its keep.

The next gap sits beside sales

Trilliad announced its acquisition of Just Global in July 2024. Its proposition put marketing beside sales and customer success, with sister businesses including Sercante and Sandler. Friesen’s explanation was direct: “Marketing and sales are melding in the B2B enterprise.” The intended unit of progress became the customer’s buying experience across departments.

In September 2026, Trilliad launched Marketing-as-a-Service, combining specialists with an agentic intelligence layer. Its announcement claimed average savings of 40% against multiple-partner arrangements. That is Trilliad’s comparison, rather than a guaranteed discount. The economic argument is that coordination itself costs money, and one accountable partner can remove some of that expense.

Operations must support that argument. In July 2026, Just Global announced Emily Gouwens as head of integrated delivery, with responsibility spanning media operations, analytics, project management and global capability centers. Integration needs schedules, staffing and clear responsibility as much as it needs an elegant diagram.

The people policies offer another view of that coordination problem. Just Cares has supported volunteering and pro bono marketing since 2016. The current culture page also describes a quarterly dream program: selected teammates can receive up to $5,000 toward an experience, plus two additional days off. These are concrete commitments behind the language of belonging. In a distributed agency, relationships among colleagues are part of the delivery infrastructure. Someone still has to answer the person in the next time zone.

Copy the question before the machinery

Just Global competes in a busy field. Transmission and Stein also connect brand, demand, creative and media; Gravity Global offers another broad agency alternative. A long services menu is therefore a starting point for comparison. The buyer’s real task is to test how well the people doing those jobs work together.

The transferable idea is modest: identify the audience, build a message it can remember, connect execution and agree what counts as progress. This approach depends on usable data and cooperation from sales. If teams keep incompatible goals, putting their reports on the same screen will leave the underlying problem intact.

That brings us back to Databricks and the wrong room. Just Global’s useful promise is to examine the distance between a company’s activity and a customer’s response. The work begins when someone stops admiring the volume of marketing and asks who, exactly, it is reaching.