Ubiquity Lab

Ubiquity Lab’s journey so far: Beer, babies and belief

It’s funny how having time to breath - and a sneaky beer or two – really helps put life in perspective. 2018 was one hell of a year. Here’s the short version of the Ubiquity Lab adventure so far, and where we’re heading next.

After running at breakneck speed for the last few months, I finally got to slow down over the Christmas break.


I spent a lot of time winding down with family and friends. However, I also had a chance to reflect – often over a few beers – on this exciting new adventure that is Ubiquity Lab.

When I look back 2018, it was one hell of a year – particularly the second half.


I wrote a LinkedIn post titled ‘Innovator. Imposter. Optimist. Lunatic.’ in October last year where I admitted I had feelings of self-doubt, as well as questioned if I was mad walking away from my job to start a business.


But I believed in both the opportunity and the business model. And in hindsight this line from the original post was fairly salient:

“I believe we’re at a tipping point where the bulk of organisations are grappling with how to augment traditional marketing to create more meaningful customer experiences, in a way they can monetise.”
Bottle of cherry cola and sign that reads "She believed she could so she did"
My ethos and driving force - ‘she’ instead of ‘he’ aside!

I’ve been lucky to have a raft of friends and mentors that have equally supported, challenged and cajoled me.


However, their overwhelming feedback has been remarkably similar: believe in yourself, and fight like crazy to make it happen.


While it’s still early days, this move was unequivocally the right one.


And while I’m the first to acknowledge this may be gratuitously self-indulgent, I wanted to highlight some of the key milestones of the last seven months or so.

Matt Allison of Ubiquity Lab with baby Jack in his hands

Ubiquity Lab would be nothing without our clients. And it excites us every single day to work with you to change the customer paradigm, in a way that fast-tracks business success.

The first few episodes are already in the can, and we’ve had some incredible guests.


We’re aiming for this to hit the airwaves in the next month or so.

I had the pleasure of being a guest on three incredible marketing podcasts – Echo Junction, Brand News Room and Social Garden. And while I still hate the sound of my voice, I do love a deep-dive on content marketing, customer experience, and the broader paid, owned earned mix.

The other huge news – and hopefully this isn’t premature – is it looks like Ubiquity Lab will be teaming up with one of Australia’s true earned media guns to launch a pretty innovative new business arm in the next few months… watch this space!

All in all, it’s been a bloody big year, and also a really cool and fulfilling one.


I’ve learnt a hell of a lot and am proud of the business we’re starting to build.


Bring on 2019.

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