Common Interest Acquires Majority Stake in Amplify

Common Interest, a communications and entertainment group focused on connecting brands and audiences through popular culture, has acquired an initial 51% stake in Amplify, a global creative agency specializing in experience, entertainment, and culture. The agreement includes a commitment to purchase the remaining 49% over the next five years.​

This partnership aims to enhance culturally-led collaborations across a collective of best-in-class specialists, benefiting clients of both entities. Prior to this acquisition, Amplify had already begun collaborating with Common Interest companies such as 21CB and Otherway on various projects.​

As part of the deal, Amplify's global leadership team will become partners and equity holders in Common Interest. To foster collaboration and build a connected culture, Common Interest will occupy a floor in Amplify's London office starting May 2025, housing several Common Interest companies alongside Amplify.​

Jonathan Emmins, founder and global CEO at Amplify, stated, "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 that the partnership positions Amplify to better assist clients in navigating new opportunities to connect with contemporary audiences.​

Author: Heather Nicholls​

Original Source: https://www.conference-news.co.uk/

Read Full Article:https://www.conference-news.co.uk/news/common-interest-acquires-initial-stake-in-amplify/