It was Sachi Mukerji's vision to build an agency based on two principles. First, it should combine the best of design and branding with the power of strong advertising strategy and creative work. Secondly, the agency should function as a more cost efficient alternative to traditional mainstream agencies.

"We offer an alternative to marketers. Get the best without having to pay outrageous agency fees. It's a simple business model but unique in many ways," he adds.

Prior to starting UpsideDown in 2004, Sachi had successfully performed multiple roles as Copywriter, Creative Director, Managing Director, Senior VP and President in some of the leading direct marketing agencies and branding firms in London and Toronto. His agency background includes BBDO Canada, Grey Canada and Nexient Branding (in Toronto) and D'Arcy Massius Benton & Bowles, HLY-Grey and Yellowhammer (in London, England). Sachi's work has won numerous awards in the U.K., U.S. and Canada.

Sachi's client experience includes Bell Canada, Daimler-Chrysler, Toyota-Lexus, Sprint Canada, FedEx, CIBC, Scotiabank International Banking, Liberty Health, Enbridge, Canadian Tire, Columbia House, Carlson Wagonlit Travel Worldwide, P & G Cincinnati, Allerex (EpiPen) and 1SYNC Chicago.

He is the President of UpsideDown Communications.

"The more complex the marketing challenge, the more I thrive as a strategic planner", says Bill Coristine. He has a career that has spanned over 20 years in major Canadian advertising agencies.

During the last 12 years, he has built a strong reputation as a direct marketing practitioner leading highly successful programs for clients like Royal Bank and Wal-Mart/SAM's Club.

For nearly 6 years, he was also the agency team leader and principle strategist at Grey Direct for Sprint Canada– a newcomer to the fierce long distance telecom market of the 90's. By 1999, Bill had helped turn Sprint into one of the strongest and most integrated brands with a customer base that grew from 0 to over 1.2 million in Canada.

Most recently, Bill Coristine was a Partner and Vice President of Integrated Communications at Allard-Johnson. Over the years, Bill has worked with a full array of financial services, telecommunications, retail, automotive, consumer products and not-for-profit business.

Bill is Past Chair of the Integrated Marketing Communications Council of the Canadian Marketing Association and a Member of its Board of Directors. He is Partner, Strategic Planning at UpsideDown Communications.

Carm Galati is the creative and design cornerstone of UpsideDown Communications and has worked with Sachi Mukerji from Day One in establishing the agency's creative reputation.

"I have a passion for simplicity. Take a challenge; break it apart; simplify it. By simplifying the issues, you allow for clearer solutions, fresh ideas and ultimately great creative", says Carm. "Our work must show clarity along with our passion. It just isn't good enough if it doesn't."

Carm brings an outstanding track record to the agency – from Managing Director at Ove Design & Communications to Associate Creative Director at Fusion and Creative Director for Corporate Communications at Anthem Worldwide.

He has over 16 years of experience that includes brand strategy, name generation, corporate and retail brand identity, investor communications, interior/exterior signage and wayfinding, including the creation of huge corporate structures to busy retail environments.

His "black bag" includes work for Fujifilm, Bank of Montreal, Scotiabank International Banking, Nestle Canada, The Beer Store, Genuity Capital Markets, AOL Canada, Martha Stewart Everyday, Carlson Wagonlit Travel and Jamieson Laboratories.

He is Partner, Design and Creative Director at UpsideDown Communications.

Tracy brings strategic knowledge and project management skills built over the past 15 years in the Design and Advertising industries. At UpsideDown Communications, Tracy is responsible for the day-to-day account management. She will provide leadership, manage and organize multiple projects.

Most recently as a Business Manger at UpsideDown Communications, Tracy worked on the Carlson Wagonlit Travel and 1SYNC accounts.

Industry experience includes three senior roles at Perennial Inc. As a Business Manager, Tracy managed diverse high profile retail accounts including HBC, Loblaws and Shaw’s Supermarkets. As the Manager of Environmental Development, Tracy was responsible for the overall design of retail concepts including strategic and graphic communications. Projects include Indigo, Cineplex, Mac’s Convenience, Loblaws and Shaw’s Supermarkets. Tracy played an essential role in Perennial’s re-branding as the Business Manager of Marketing.

Corporate experience includes Roots Canada and Town Shoes.

Tracy is a Business Director at UpsideDown Communications.

"One of my key strengths is the ability to simplify complex technology issues into simple, straightforward solutions," says Rick McLaughlin. To see Rick on top of his game at a client meeting or a brainstorm session is to experience web marketing the way it should be done.
 
Rick is one of the original partners at UpsideDown, teaming up with Sachi Mukerji, Carm Galati and Vanessa Toperczer as the quartet that defined the agency's 3 pillars of service – branding/design, advertising/direct marketing and web-based interactive/digital marketing.
 
With graduate degrees from the University of Guelph, Wilfred Laurier University and Emily Carr College of Art & Design in Vancouver, Rick started out as a teacher and instructor in Computer Graphics and Computer Animation. From 1995 to 1999, he held senior positions at Grey Interactive Canada and Lasso Communications including Creative Director, VP of Creative Services, President and VP of Information Technologies.
 
Since the year 2000, Rick McLaughlin has been Vice President of Marketing & Communications at Brightsspark, Creative Director & Managing Director at FCBi, Toronto and Interactive Creative Director at The Hive Entertainment Division. His client portfolio includes numerous category and brand leaders in North America.

Rick is the agency's Partner for Interactive Initiatives and Web Marketing.

A graduate from the School of Business at Queen's University and the New Media Design graduate program at Sheridan College, Richard Lee brings a unique blend of web and online-design expertise with a strong business perspective.

What makes Richard unique in this age of "geek talk" is his ability to simplify the most complex issues and express them online with the sheer power of simplicity. His communication skills, both visually and written, are of real value to clients searching for a rapid and effective way to convey key messages to their audience.

Richard works closely with the agency's creative and strategic planning team on the agency's online design initiatives for clients.

Glen Petrie has over 20 years experience as a Copywriter and Creative Director in Advertising and Direct Marketing. His "black bag" includes work done in Asia as well as North America. He has partnered with agencies serving clients in the U.S. and U.K. and worked on campaigns that have appeared in a total of 13 countries.

Committed to the belief that "It's not good advertising if it doesn't sell", Glen has written breakthrough campaigns and direct marketing programs for almost any business category one can mention and his work has been recognized by over 20 awards.

He shares UpsideDown's creative belief in "keeping it simple".

UpsideDown's partner for video and digital media projects is one of Toronto's most eclectic producers, Harvey Wolfe. He is also a veteran producer-director of over 50 productions that include corporate videos, training videos, music videos and PSA's.

Harvey has produced live events for some of Canada's leading performers including The Tragically Hip and Sarah Mclaughlin. He has also developed TV packages and music CD's for Sony/BMG.

More recently, Harvey worked with the UpsideDown team for a major assignment from the Procter & Gamble head office in Cincinnati.

UpsideDown's partner for TV and radio is Mark Mowad and his production house, Mowad Productions based in Toronto. Mark is an award winning producer-director who started his career in music videos and went on to produce and direct documentary films, series television, TV commercials and radio spots.

His work has been recognized in award shows such as the London International Advertising Awards, Bessie Awards in Canada and the prestigious Clio International Advertising Awards in New York.

In 2006, UpsideDown Communications formed a strategic alliance with the Search Engine People Inc. to offer "best practices" in search engine marketing to clients.

Jeff Quipp, President and CEO, of Search Engine People, is an online marketing strategist and visionary, with more than 8 years experience in search marketing. His company is one of Canada's leading social media marketing companies. Jeff is an MBA from Wilfred Laurier and has a major in Economics.