SYDNEY, AUSTRALIA – Global creative agency Amplify has joined forces with Common Interest, a culture-first collective on a mission to shape brands in popular culture. This partnership signals a dynamic new chapter for both entities, merging Amplify’s innovative creative expertise with Common Interest’s pioneering vision.
Common Interest has acquired an initial 51% stake in Amplify, with plans to secure the remaining 49% within the next five years. This strategic acquisition brings Amplify’s global leadership into the fold as partners and equity holders, reinforcing a collaborative spirit at the heart of this new alliance.
Founded in 2007 by Chair Anton Mercier and Global CEO Jonathan Emmins, Amplify has made waves in the industry by crafting immersive brand worlds, campaigns, and transformative experiences. The agency’s global presence spans London, Sydney, LA, Paris, and New York, working with iconic brands like Lego, Google, Netflix, PlayStation, Samsung, and Nike. With specialist divisions such as Seed (youth and Gen Z focus) and Wonder (business experience), Amplify continues to push the boundaries of brand engagement.
Common Interest, established in 2023 by Anthony Freedman, is dedicated to forging deep connections between brands and audiences through popular culture. Headquartered in London, the group is home to cutting-edge entities including the brand consultancy TwentyFirstCenturyBrand, innovation studio Otherway, and CultureLab, an AI-driven cultural intelligence platform.
With Amplify now on board, Common Interest’s ability to deliver culturally attuned, impactful brand experiences is stronger than ever. The two have already collaborated on new opportunities, blending creative brilliance with strategic insight.
Anthony Freedman, Founder and CEO of Common Interest, said: “It’s increasingly accepted that culturally relevant brands materially outperform, and Common Interest was created to help businesses unlock this competitive advantage by connecting with audiences in popular culture. Our position as the world’s first group focused on building brands in popular culture is supercharged with the addition of Amplify which brings its proven track record for delivering worldbuilding ideas that blur the line between brand, entertainment, tech and modern media, both globally and locally.”
Jonathan Emmins, Founder and Global CEO at Amplify, added: “As audiences become more fragmented and culture becomes increasingly fluid, modern brands need a different type of creative expertise. One that better reflects the seamless expectations of their consumers. In this evolving world, audiences and brands alike are looking for a new type of creative agency.
“Common Interest is the natural home for Amplify, sharing this belief, the collaborative spirit and, above all, a commitment to creativity and culture. That is why we decided to both ‘partner’ and ‘become partners’. Amplify has always pioneered non-traditional models of story-telling and was one of the first in the agencies dedicated to culture. Now, through our partnership with Common Interest, we are even better placed to help clients navigate the exciting new opportunities to connect with today’s and tomorrow’s audiences.”
