Sia expands in the UK with acquisition of leading consulting agency, The Upside

Global consulting group Sia has announced the acquisition of The Upside, a British consulting agency, as part of the firm’s strategic expansion in the UK market.

As part of this investment in The Upside, Sia is deepening its focus on brand, innovation, and culture in the UK. The acquisition also strengthens Sia’s presence in the global tech sector, which will now represent 12% of the firm’s worldwide turnover.

This follows a €250 million minority investment from funds managed by Blackstone’s private equity strategy for individual investors in January, to support Sia’s continued growth.

The Upside

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. It 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.

Niku Banaie, founder of The Upside, will lead this initiative and join the Sia leadership team as Partner. Additionally, Nigel Morris, Chairman of The Upside and former Executive Director at Dentsu, will take on the role of Senior Advisor to Sia in the UK and globally.

“This acquisition underscores our commitment to the UK as a key market for growth and innovation. With its dynamic business landscape and rich creative ecosystem, the UK is an ideal environment for our strategic expansion.” said Gary O’Sullivan, Managing Partner for SIA, UK & Ireland. “The Upside’s mission to drive better business growth by uniting culture, commerce and creativity aligns with our vision. We’re excited about the opportunities this partnership unlocks and the enhanced capabilities we can now offer.”

Niku Banaie, CEO & Founder of The Upside said: “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.”

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