Amplify, the global creative agency specialising in experience, entertainment and culture has joined culture-first collective, Common Interest.
Common Interest, a communications and entertainment group focused on connecting brands and audiences through popular culture, has acquired an initial 51% stake in Amplify, with a commitment to purchase the remaining 49% over the next five years.
Amplify’s partnership with Common Interest will help clients benefit from culturally-led collaborations across a collective of best-in-class specialists.
Before joining Common Interest, businesses within the group already shared many existing clients. In advance of finalising the partnership, Amplify had begun collaborating with 21CB and Otherway on current and new opportunities.
As part of the deal, Amplify’s global leadership team will become partners and equity holders in Common Interest.
To further encourage collaboration and build a connected culture, Common Interest will be taking a floor in Amplify’s London office in May 2025, which will become the home for the group team, alongside several Common Interest companies. CultureLab has already been in the Amplify HQ since early March.
Jonathan Emmins, founder and global CEO at Amplify said: “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.
He added: “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.”
