Creative Tech Studio

Ruben has worked in FMCG and beverage alcohol for over 25 years, running software development projects, brand development and online marketing, both inside large corporates and while building his own brand.

The same problem came up every time. Development agencies quoted very high numbers. SaaS subscriptions cost a lot every month and could rarely be tailored to how the business actually worked. You paid maximum price for limited fit.

Small and medium FMCG businesses face this hardest. They do not have an internal development team, and the advanced software they need is priced for enterprises.

Giants and Robots combines senior talent with an AI workforce. Experienced people direct the work, AI does the volume, and the client pays a fraction of what a traditional agency would charge.

That structure is what makes tailored software affordable. Instead of renting generic SaaS forever, you get a system built around your business.

Our main model is lease to own software. You pay a monthly fee while the system is built and run, and at the end of the term the software is yours.

This removes the two problems clients told us about. Instead of paying the whole development cost upfront, you make a first payment at signing and spread the rest, and there is no subscription that never ends.

We do not carry a large permanent team. Senior specialists come in per project and agents handle the volume. Lower overheads, same quality of direction.

Giants are the senior talent. Experts with real operating history in their field.

Robots are the agentic workforce we build around each expert.

Every engagement is a pod with the same three parts: a developer, a senior expert, and a set of agents. The pod produces a working output, and the use cases orbit around it.

Every pod also has a developer alongside the senior expert.

1. ERP systems
2. Custom software
3. Brand development
4. Online marketing
5. E-commerce
6. Commercial and sales systems

Giants and Robots was founded in 2016 by Ruben Maduro as an online marketing and brand development agency.

One of its own projects was a botanical rum. That project became Spirited Union Rum Company, and it took over. What followed was ten years of building it: a distillery in Amsterdam, a brand portfolio, an import and distribution company, and an in-house brand studio, across four continents and 22 markets.

Giants and Robots is now back, with everything that decade taught. The studio started by building brands for other people, spent ten years finding out what it actually takes to build one, and returned to do it properly.

Ruben has worked in FMCG and beverage alcohol for over 25 years. For ten of those he was CEO of Spirited Union Rum Company, which he built from the ground up into four continents and 22 markets.

That build included:

• A fully functional distillery, opened from scratch
• A brand portfolio, launched and scaled
• An import and distribution company
• An in-house brand studio supporting all marketing activity

As CEO he ran or directly managed every function Giants and Robots now offers: financial management, operations and supply chain, brand development, international distribution and export, online marketing, and software development projects. The services in this studio are not a menu assembled for a website. They are the things he has already had to get right with his own money.

An engineer. A problem solver and a builder, with business acumen, a creative mind and a feel for design and tech.

Ruben directs the work and brings the operating experience. The building is done by a senior development and project management team working remotely from Eastern Europe and Asia, alongside the agent workforce.

That combination is the point. A coder who has never carried a profit and loss builds what you asked for. An engineer who has run the business asks whether it is the right thing to build, makes sure it looks and feels right, and then makes sure it is built properly.

The founder has run a distillery, an import and distribution company and a brand portfolio across 22 markets. The work in this portfolio includes a full ERP system and a live marketplace platform. Scope is not the issue.

Small and medium companies across the entire FMCG chain. Producers and distilleries, brand owners, importers and distributors, wholesalers, retail and travel retail, and hospitality operators.

These are businesses with real distribution complexity and real margin pressure, but no internal development team and no budget for enterprise software. They need tailored systems and brand work priced for their size. If you make it, move it, sell it or pour it, we have built for a business like yours. The portfolio covers a distillery, an import and distribution company, a travel retail brand, and a platform for bar operators and their suppliers.

We assemble the team per project. You get the senior expert your build actually needs, supported by a developer and an agent workforce, rather than whoever happens to be on the bench.

This keeps overheads low, and it is part of why the pricing works.

If you want to know who will work on your project, ask. We will tell you before you commit.