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Amplify joins Common Interest to fuel culture-first brand growth

Summary by Mediaweek

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 …

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Marketing Beat

Amplify joins Common Interest to build brands in pop culture - Marketing Beat

Global creative agency Amplify has joined Common Interest, a newly established collective focused on helping brands connect with audiences through popular culture. The deal sees Common Interest acquire an initial 51% stake in Amplify, with a commitment to purchase the remaining 49% over the next five years. As part of the agreement, Amplify’s global leadership team, including chair Anton Mercier and global CEO Jonathan Emmins, will become partne…

1 day ago

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Mediaweek

Amplify joins Common Interest to fuel culture-first brand growth

2 days ago

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Roastbrief US

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Campaign Brief

Amplify joins Common Interest’s mission to build brands in popular culture

London, 3 April 2025: Amplify, the global creative agency specialising in experience, entertainment and culture, and regular winner of ‘Agency of the Year’ awards, has joined culture-first collective Common Interest. Common Interest has acquired an initial 51% stake in Amplify, with a commitment to purchase the remaining 49% over the next five years. As part of the deal, Amplify’s global leadership team will become partners and equity holders i…

2 days ago

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