From Nomensa to GAIN

From Nomensa to GAIN Experience…

We’re excited to announce the launch of GAIN, a dynamic new creative-led, insight-driven company that blends data, tech and creativity. This marks an exciting new era of expansion. The restructure sees 11 specialist agency brands unified under the GAIN banner, with a single P&L line across five separate businesses: Creative Studios, Experience, Conversion, Performance and Customer Science.

Launched in 2008 as Sideshow Group, GAIN’s rebrand forms part of a restructure for the business. Optimising GAIN’s client specialisms while streamlining internal processes, in support of an ambitious new era of expansion.

The GAIN brand was developed around the philosophy of ‘Rebel Thinking, Real Results’, which is about combining intelligence and creativity to see beyond what is expected, unlock potential, and deliver results that inspire change.

Joining forces with sister agencies Bunnyfoot, Catch, and Access, we have changed our name from Nomensa to GAIN Experience. As the digital experience focused part of that group, our purpose stays the same: to put your users at the heart of everything you do and help your business grow stronger, smarter, and faster through technology.

Leading GAIN Experience is Neil Dennis, who steps into the role of CEO with over 20 years of experience across brand, digital and customer experience. Neil brings a sharp commercial focus to solving complex challenges and driving business growth. His leadership ensures that GAIN Experience continues to deliver strategic, insight-led work that creates meaningful digital experiences and delivers measurable impact.

To drive the changes in the wider group, the restructure and subsequent rebrand was led by Tamsin Ashmore (global CFO), in close collaboration with Neil and the CEO’s of the other business units – Shane Coughlan, Stephen Pavlovich, Chris Pitt – alongside Jennifer Black, Chief Strategy Officer; Rob Van Rooyen and Abdul Hamid Ebrahim, Chief Digital Officer, under the leadership of Group Chief Executive Officer Craig Sher.

Sideshow Group’s story began in 2008, when it launched as a single agency. It evolved into one of the largest independent digital agency groups in the UK with the acquisition of Eleven Miles, Vertical Leap, Bunnyfoot, Conversion, TRGT, Catch, Access, Reddico, Nomensa and more2. In 2021, it partnered with Waterland Private Equity to support its ambitious growth plans – a relationship that continues in the GAIN era. Today, the business has 650 staff and offices in five countries, controlling billings of £65m.

Explore what’s next

Discover how GAIN Experience can help you create digital experiences that make a real impact. Visit us at thisisgain.com/experience/