Amplify, a global creative agency specializing in experience, entertainment and culture, has joined the culture’s first collective and common interest.
Common Interest, a communications and entertainment group focused on connecting brands and audiences through popular culture, has won the first 51% stake in Amplify, with a commitment to buying the remaining 49% over the next five years.
Amplify’s partnership with common interests helps clients benefit from culture-driven collaborations through a group of best-in-class professionals.
Before joining the common interest, companies within the group already shared many existing clients. Prior to the final decision on the partnership, Amplify had begun working with 21CB with violations of current and new opportunities.
As part of the transaction, Amplify’s global leadership team will become a common interest partner and equity holder.
To further encourage collaboration and build a connected culture, a common interest will win the floor of Amplify’s London office in May 2025. CultureLab has already been at Amplify HQ since early March.
“We’re committed to providing a range of services to our customers,” said Jonathan Emmins, founder and global CEO of Amplify. “In this evolving world, viewers and brands are looking for new types of creative agents. A common interest is a natural home for sharing this belief, a communal spirit and, above all, a commitment to creativity and culture.
He added: “Amplify has always pioneered non-traditional models of storytelling and was one of the first models for institutions dedicated to culture. Now, through partnerships with shared interests, we are even better positioned to help our clients navigate exciting new opportunities to connect with today’s and tomorrow’s audience.”
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