Sia expands in the UK with the acquisition of The Upside

Just two months after securing a €250 million minority investment from Blackstone, Sia continues its strategic expansion with the acquisition of The Upside, a leading consulting agency specializing in branding, strategy, and innovation. This move reinforces Sia’s Next-Gen positioning with the addition of brand, innovation and cultural strategy capabilities in the UK.  

Founded in 2013, The Upside has built a strong reputation as a trusted partner among some of the leading companies in Tech, Retail, and Consumer Goods. The consulting agency delivers a broad range of projects, from brand positioning, product and service innovation, sustainability and cultural impact, and the strategy behind leading consumer product launches. With a team of 20 strategists, The Upside generated £6.2M (€7.2M) in revenue in FY24.  

This acquisition reinforces the Tech sector's presence in Sia’s client portfolio, now accounting for 12% of global turnover. It also enhances Sia’s multidisciplinary approach, fostering new synergies between strategy and management consulting, and creativity. This investment underscores our dedication to Brand, Innovation & Culture in the UK which will be led by Niku Banaie, founder of The Upside. Niku joins the Sia leadership team as Partner. Nigel Morris, chairman at The Upside and former Executive Director at Dentsu, will become Senior Advisor to Sia in the UK and more globally.  

“This acquisition is a natural step in our growth, reinforcing our expertise in next-gen consulting and expanding our presence in the UK market,” said Matthieu Courtecuisse, CEO of Sia. “The Upside’s expertise further enhances our capabilities, allowing us to deliver even more innovative services to our clients.”  

"From the start, The Upside has been driven by a desire to challenge conventions and create meaningful impact. Joining Sia is an exciting next step, not just because of our shared ambition, but because of the depth of expertise they bring—particularly in AI, which is world-class. Their capabilities will enhance what we do and open new possibilities for our clients. This marks the beginning of an exciting journey and I look forward to what we can build together" explains Niku Banaie, CEO & Founder of The Upside. 

As part of the transition, The Upside will integrate its brand with Sia’s, reflecting its seamless integration into Sia’s global network.