Jennifer Black Joins GAIN as Chief Growth Officer Following Major Restructure and Rebrand

Apr. 30, 2025

GAIN, the creative-led, data-driven, technology-enabled company, has appointed Jennifer Black as Chief Growth Officer, following a significant restructure and rebrand of the business, which was previously known as Sideshow Group.

The restructure sees 11 specialist agency brands unified under the GAIN banner, operating with a single P&L line in five separate businesses: Creative Studios, Experience, Conversion, Performance and Customer Science.

The move optimises GAIN’s client specialisms while streamlining internal processes, in support of an ambitious new era of expansion. The creation of the new Chief Growth Officer role is also part of this strategy, with Black’s responsibilities including driving its growth strategy, revenue generation and market expansion.

Black joins with a wealth of agency experience, most recently as Chief Executive Officer and Partner at Special London. Prior to this, she was Managing Director at Havas London. She has held leadership roles at Fallon London and Mother London, as well as founding independent agency Fabula London in 2013. Among the high-profile clients she has worked with are Coca-Cola, Cadbury, Mondelez, IKEA, O2, ASDA and Molson Coors.

At GAIN, she reports to Group CEO Craig Sher, who said:

“Bringing eleven companies together for the first time requires skill and passion for growing a business, and that’s why we picked Jennifer. An inspirational leader with charisma, vision, drive, credibility and experience, she will have a real impact on GAIN.”

 

Black said:

“Joining GAIN at such a pivotal moment in its evolution is a huge opportunity. These cutting-edge businesses are transitioning toward a model that leverages creativity to drive innovation. I’m relishing the chance to be part of the hugely talented team leading GAIN into a new chapter of growth.”

 

Launched in 2008 as SideShow Group, GAIN’s rebrand forms part of a restructure for the business. Waterland Private Equity will continue to support the agency’s ambitious growth plans, having partnered with them in 2021..

To drive the changes, the restructure and subsequent rebrand was led by Tamsin Ashmore (global CFO), in close collaboration with CEO’s of the business units – Neil Dennis, 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.

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.

Commenting on the rebrand, Wendy McMillan, Partner at Waterland Private Equity said:

“Waterland Private Equity is pleased to continue our partnership with GAIN as they move forward with their rebrand and consolidation. We believe that bringing all services under one unified name will drive innovation and enhance their ability to deliver effective solutions for their clients. We look forward to supporting GAIN in their ongoing growth and success”

 

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.

Waterland is an independent European private equity group that supports entrepreneurs in realizing their growth ambitions. Waterland currently manages over €14 billion in investor commitments. Since its inception in 1999, Waterland has grown to over 200 professionals operating across 13 offices in 11 countries.  

Waterland is a licensed alternative investment fund manager, catering exclusively to professional investors and under the supervision of the Dutch Financial Markets Authority (AFM). Waterland Private Equity Investments B.V. is registered as a fund manager in the regulator’s registry maintained by the AFM.