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Sam Reid

Founding Partner at The Upside

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About me

A varied background that started in science and currently resides in marketing. I've worked with global ad agencies, luxury maisons and arts institutions. Currently interested in the collective world of technology, fashion and culture. Am a consultant to the Fashion Innovation Research & Enterprise project for University of the Arts London. Have won a few awards. Like starting new business models based on simplicity and scalability.


  • Advertising
  • Marketing PR
  • Marketing Strategy
  • Creative Direction
  • Marketing Communications
  • Digital Strategy
  • Creative Strategy
  • Integrated Marketing
  • Online Advertisement
  • Digital Maketing
  • Mobile Devices

Work history


Founding Partner

The Upside

Nov 2013
  • Unlocking the upside of digital change The Upside are an innovation plug-in here to help brands make sense of what’s around the corner in the rapidly changing communications and marketing environment. We devise and deliver concepts for businesses in Lifestyle, Luxury, Retail and Entertainment that lay a foundation for a prosperous and fast way forward. Don’t expect an army of suits, but a bespoke team of expert partners. Our aim is to get in and out quickly with maximum impact. That’s why we call ourselves a plug-in.



Tapestry Mobile

Nov 2012
  • Tapestry is a digital product, designed and built through Guided, to help our retail clients speak to their customers through mobile. Now part of The Upside.




Apr 2009 - Nov 2013
  • Connecting brands and fans through a blend of digital & social content. Winner of the Guardian Award for Digital Innovation 2012. Cannes Lions 2012 finalist. Clients included Ted Baker, Westfield, Diesel, Chloé, Lancel, Random House, University of the Arts London, RNIB, Hewlett Packard, Disney & The Barbican Centre.