KPMG ’embraces the unknown’ with acquisition of Sydney-based innovation consultancy UDKU

KPMG Australia has acquired high growth Sydney-based customer experience innovation consultancy, UDKU.

UDKU (U Don’t Know Us) was so named because they aim to assist clients ’embrace the unknown’. For large businesses, that means helping them tap into their inner start-up. And for start-ups, it’s about helping them punch above their weight and compete at scale.

Established in 2013, UDKU is the collaboration of three owners: Mark Timmins (managing partner and previous Group Head of M&C Saatchi), Colin Jowell (creative strategist with a management consulting background), and Kon Marinis (commercially minded creative) who share passion for creativity and impact, as well as frustration that client needs have evolved beyond what traditional agencies can offer.  Based in Sydney, the trio commence with KPMG’s rapidly expanding Customer, Brand & Marketing Advisory business (CBMA) today, together with their team of 10 entrepreneurial and creative staff.

“UDKU was founded because certainty in business no longer exists. Change is constant. Embracing the unknown is an essential philosophy as business grapples with disruption and the need to change, fast,” said Colin Jowell. “Businesses can rarely do this alone – they need third party stimulus. The opportunity for us to be part of KPMG is just brilliant, allowing us to scale up the customer experience innovation offer at this critical time.”

Gary Wingrove, CEO of KPMG Australia commented: “Over the next five years, almost 90 percent of companies expect to be competing on the basis of customer experience alone. The world according to the customer will define organisations’ design, processes and technology changes. UDKU beautifully complements CBMA’s expertise by deepening our customer experience and digital design capabilities, as well as adding a new dimension of physical design skills.”

KPMG Partner in Charge of CBMA, Paul Howes, added: “UDKU is a bit of a birthday present for our venture. It is just over a year since CBMA was formed, off the back of our acquisition of Acuity Research and Insights, and a combined team of 43 specialists. And it’s been a massive success. CBMA is enjoying strong double digit growth, employing more than 10 amazing people, and producing some stellar results for clients.”

At the cutting edge of customer experience innovation in Australia, UDKU describes their approach as ‘evidence based design’. This involves blending research from emerging science in behavioural economics and neuroscience with world class creative output.

“Our solutions address specific business issues through the lenses of customer and staff experience. We provide holistic customer experience problem-solving, with the security of fact-based evidence and the ability to practically go to market,” said Mark Timmins.

“And this kind of targeted creative thinking has delivered game-changing results for clients. Take Airtasker, for example.  Our successful work with Airtasker has helped it transform from start-up to a household name!” 

UDKU services a mix of blue chip and start-up companies. Key projects include helping Manu Fiedel and Phil Davenport turn confit duck into sexy street food with Duck In Duck Out; helping Fonzarelli pioneer the electric scooter market; and working with Matt Moran and Bruce Solomons’ Solotel hospitality group to help them chart their future customer experience.

UDKU’s services are designed to enhance the capabilities of internal teams, not replace them.

“This is one of our greatest points of difference,” noted Jowell. “We are committed to delivering with clients’ own teams, and not for clients. That means more ideas, which are better quality and developed faster than an agency or client team could possibly do alone. And now, as part of KPMG, we can help so many more businesses innovate their customer experience.”