more2 joins the Sideshow Group

Today, Sideshow Group announced the acquisition of the leading marketing & data science business, more2.

more2 help retail and DTC brands harness the power of their customer data to make confident decisions and achieve profitable growth. They have spent over 20 years delivering strategy, building proprietary models, tools and capabilities for growing consumer brands. Much more than analysis and insight, more2 are a growth partner to ambitious brands – helping them act on and apply their data to continuously improve business performance. They have London and Manchester offices in the UK and work with over 100 brands including – The Body Shop, Virgin Experience Days, GHD, Fatface and Boden.

Together, we see tremendous opportunity for our clients and our people, with Sideshow clients gaining access to market-leading expertise in customer data, and more2 becoming part of our diverse global network of specialists offering complete solutions to an international client base.

more2 increases the headcount of the group from 740 to 850, with offices in the UK, Barcelona, Amsterdam and Vancouver. 

Georgina Hewitt, CEO of more2, said “We’re delighted to join Sideshow Group. Their commitment to putting evidence at the heart of everything they do, aligns perfectly with our focus on delivering measurable value for each of our clients. 

The cultural fit was clear from the very first meeting with Tony and has been reinforced in every interaction since. It’s clear we share a passion for making a difference for our clients and our people. 

We’re excited to bring our leading data science capabilities and DTC strategy experience to the Sideshow Group and for our clients to benefit from the wider expertise and services this partnership will bring.

Above all else, we know we are joining a group with strong values, and a culture that supports and enhances our own. We’re excited for the next stage of our journey; we know we are in great company.” 

Tony Hill, Chief Executive Officer of Sideshow Group said “I’m so pleased that more2 is joining the Sideshow Group. This is a significant step forward in our ability to provide best-in-class data capabilities and supports our mission to use evidence to drive better performance.

The experience and expertise across more2 will be beneficial to everyone at the Sideshow Group and our clients.

Best of all, I’ve really enjoyed getting to know Georgina and the rest of the management team, and I can’t wait to start working together.”

This is Sideshow’s second acquisition within two weeks, following Sideshow’s purchase of strategic experience design agency Nomensa.  

Sideshow was advised by Lewis Silkin, 8 Advisory and Deloitte. more2 was advised by KPMG, CIL, BDO and Osborne Clarke.