KPMG joins consulting jostle to own marketing services with new acquisition

Consulting giant launches new Customer, Brand and Marketing advisory and acquires Australian market research firm, Acuity Research and Insights

KPMG has joined the ranks of consulting giants looking to take a slice from the customer-led marketing supplier pie, launching a new marketing advisory practice and acquiring Australian market research firm, Acuity Research and Insights.

The new Customer, Brand and Marketing advisory venture was officially launched this week, and is being led by partner, Paul Howes. The practice is being bolstered by the acquisition of Acuity research and Insights, which has built a reputation in customer experience and satisfaction research, along with brand health, corporate and stakeholder communications strategy and employee engagement.

As part of the acquisition, Acuity founder, Amanda Hicks, joins the new KPMG advisory practice as one of six partners. In total, KPMG’s Customer, Brand and Marketing practice has 43 staff and will focus on providing customer experience strategy and design, customer journey mapping, sales and channel transformation, marketing and product transformation, service transformation and customer insights.

The company said the new practice will also work closely with UK-based KPMG Nunwood Customer Experience Excellence Centre.

KPMG Australia CEO, Gary Wingrove, noted customer experience at the top of the CEO agenda, but said many lack sophistication and maturity. For example, according to the consulting group’s recent study of global CEOs, 45 per cent believe their depth of customer insight is hindered by a lack of quality customer data, a number that leaps to 61 per cent in Australia.

In addition, KPMG’s research found 89 per cent of Australian CEOs feel a growing responsibility to represent the best interests of their customers, but only 59 per cent are currently evaluating the impact of change or investments on their customers.

“This new business is a contemporary extension of our traditional customer advisory services, which typically have supported large performance improvement and business transformation projects for clients,” Wingrove said. “Paul is a proven practice builder with a natural flair for customer insights and brand building. I’m confident he’ll do an outstanding job driving this new enterprise forward.”

Howes flagged more acquisitions as the Customer, Brand and Marketing advisory shores up its position in the local market and said he’s also endeavouring to recruit more talent.

“This new business exists to transform client organisations into more customer-centric ones, to build their brands and to apply more commercial rigour to their strategies,” he commented. “We specialise in achieving ‘customer-first’ outcomes to drive financial and operational results, and this will be a major point of difference.”

KPMG’s acquisition of Acuity is just one in a raft of acquisitions undertaken by consulting groups looking to extend their reach into the marketing sphere. Its rivals, Deloitte and Accenture, have also been busy buying up agency capability to round out their customer and digital marketing advisory consulting, implementation and agency services.

Just last week, Deloitte formalised its acquisition of digital communications agency, The Explainers, saying the team will form a new operating unit within its Customer practice focused on helping clients better articulate their brand story.

Other purchases made by Deloitte over the past 12-24 months include Sydney-based Cinder Australia, which became part of its Customer Behaviour team, virtual reality player, Kid Neon, social analytics adviser, Digivizer, technology integration shop, SixTree, spatial design and CX group, mashup, Oracle implementer, Dataweave, and cloud infrastructure advisory firm, Cloud Solutions group.  

Accenture’s local acquisition list, meanwhile, has included creative and design agencies, The Monkeys and Maud, digital agency, Reactive Media, design and innovation consultancy, Fjord, and digital marketing company, Acquity Group.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

This is so cool & Innovative . A Milestone will be created by this.

Digital Marketing Courses

AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices

Read more

“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...

Engenius

Predictions: 9 digital marketing trends for 2019

Read more

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Latest Podcast

More podcasts

Sign in