Common Interest

Common Interest is the world’s first entertainment and communications group focused on building brands in popular culture. Our culture-first collective operates at the intersection of brand, entertainment, technology and modern media, collaborating with the most influential brands of the 21st century. Common Interest combines the smarts and capabilities of creative agency specialists, tech-enabled marketing services and progressive entertainment companies to deliver impactful work that is data inspired, creatively driven and culturally connected. Our companies include: brand transformation consultancy TwentyFirstCenturyBrand; design, motion and innovation studio Otherway; Amplify, a global creative company specialising in experience, entertainment and culture; CultureLab, a proprietary AI-powered data platform enabling brands to decode culture to unleash growth; Baby Teeth, a creative company working at the intersection of brands, entertainment and talent; business experience agency Wonder; and Gen Z and youth specialist Seed.