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Sia Acquires The Upside to Expand Strategy and Advisory Capabilities

Sia has announced the acquisition of The Upside. Founded in 2013 by Niku Banaie and chaired by Nigel Morris, The Upside is a leading consulting agency based in the UK. This acquisition strengthens Sia’s presence in the UK and globally enhances its expertise in brand, innovation, and cultural strategy within the FMCG and Tech industries.

This move aligns with Sia’s strategy to implement its next-generation business model, integrating world-class expertise across the entire spectrum of strategy and advisory services. Just two months after securing a €250 million minority investment from Blackstone, Sia is positioned to accelerate its growth in 2025 despite market uncertainties.

Sia welcomes Niku Banaie and The Upside team to the organization.

SOURCE: SIA