Amplify joins Common Interest to fuel culture-first brand growth

Amplify has joined the culture-first collective Common Interest, marking a significant step in its global expansion.

The deal sees Common Interest acquire an initial 51% stake in Amplify, with the remaining 49% to be purchased over the next five years. Amplify's leadership team, including chair Anton Mercier and global CEO Jonathan Emmins, will become equity partners in the group.

A creative powerhouse backed by cultural intelligence

Founded in 2007, Amplify is known for creating immersive brand worlds and multi-platform experiences for clients such as Google, Netflix, Nike, Samsung, PlayStation and Lego. With offices in London, Sydney, LA, Paris and New York, the agency also houses youth-focused Seed and business experience specialists Wonder.

The acquisition strengthens Common Interest's offering across experiential, entertainment and culturally driven campaigns, adding to a portfolio that already includes TwentyFirstCenturyBrand, Otherway, and AI insight engine CultureLab.

"Brands that tap culture outperform"

"It's increasingly accepted that culturally relevant brands materially outperform," said Common Interest's founder Anthony Freedman.

"Our position as the world's first group focused on building brands in popular culture is supercharged with the addition of Amplify."

Amplify's Emmins added: "Modern brands need creative models that reflect how audiences behave across entertainment, media and tech. Common Interest is the natural home for Amplify, one that shares our belief in the power of creativity and culture to drive business transformation."

The agencies had already begun collaborating on client work before the partnership was formalised. Now, with deeper integration, the combined group aims to offer brands a seamless, culture-first approach across every channel that matters.