Sister Group, the organizations associated with Liz Murdoch and Jane Featherstone, takes a minority stake in London-based branded entertainment and advertising specialist Common Interest and enters a strategic partnership with the company. The companies say they are already working together as part of the deal.
Common Interest is founded by Anthony Freedman and operates through multiple agencies, including Amplify, 21st Century Brand and Baby Teeth. Across reporting, both outlets describe Common Interest as a communications and entertainment group focused on branded content and related advertising work.
Deadline and Variety frame the transaction similarly: they emphasize the minority investment, the strategic partnership, and the fact that the organizations begin collaborating immediately. The outlets focus on the same core elements—Common Interest’s founding and agency portfolio, and the involvement of Sister Group—without highlighting major disagreements on deal terms.
