Deloitte Digital picks up MashUp 

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Digital consultancy arm Deloitte Digital has acquired customer experience start-up MashUp as part of its continued push into the design and fit-out of physical spaces.

The acquisition, expected to be completed by September 1, will see MashUp’s workforce become fully integrated into Deloitte’s digital team at its Sydney offices.

MashUp founder and owner Robbie Robertson will become a Deloitte partner and brings his team of 10 design professionals to Deloitte.

Deloitte Digital managing partner Frank Farrall told The Australian he’d worked closely with MashUp in the past, and that there was a lot of synergy in their client bases and the issues they were facing.

“As customers expect more and more of a seamless experience, the most senior level executives of our clients are talking not just digital but also their physical requirements. Physical spaces are increasingly becoming a really important part of the conversation with customers,” he said.

“We began working with Robbie and his team on client projects a few months ago and the work they did immediately adjacent to ours. There’s a good overlap of client base; Robbie’s clients are generally known to us and vice versa.”

Mr Farrall said the acquisition of MashUp, a strategic consultancy specialising in integration of brand values, digital content and design thinking, retail spaces, branches, pop up and workplaces, would bring an added perspective of how the physical environment will need to continue adapt.

“MashUp has incredible skills in designing physical environments and improving the way a customer engages within the retail, financial and health industries and I am delighted Robbie Robertson and his team have decided to join Deloitte,” Mr Farrall said.

“Four or five years ago everyone was talking about the demise of the high street store, and that physical spaces would become boarded-up stores. It’s been quite the opposite.

“What we’re seeing is the resurgence of physical space,” he said. “And the overall customer experience is being enhanced to a whole new level. People of course do research online or find information online, but sometimes they just want to ask a question and talk to a real person, and the physical experience allows us to do that. It’s coming back into trend.”

Deloitte chief executive Cindy Hook said: “Deloitte has embraced innovation and change since 2004, actively building our digital and technology practice as a key enabler of change, and helping fuel the professional services firm’s rapid growth and recognition as one of Australia’s more innovative firms.”

“We are committed to building capability to assist our private and public sector clients respond to the rapid change affecting their markets and customers.

“MashUp’s track record, blending the physical with the digital, is central to our clients’ retail businesses, and is an increasingly important part of the marketing mix in today’s digital world.”

Robbie Robertson said MashUp, which has been in operation for a year and a half, saw sales of $1.5 million last year, a number he said he “fully expects to double over next 12 months”. A Melbourne presence is also slated for coming months.

Terms of the acquisition were not disclosed.

Source: theaustralian – Deloitte Digital picks up MashUp

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