London-based marketing group Common Interest has acquired a 51% stake in creative agency Amplify, also based in London with offices in New York, Los Angeles, Paris and Sydney. The price was not disclosed but Common Interest said it has committed to buying the remaining 49% of the agency over the next five years.  

Amplify was established in 2007 and led by chair Anton Mercier and global CEO Jonathan Emmins. Clients include Lego, Google, Pinterest, PlayStation and Nike.  

Amplify also has two audience specialist agencies: Seed whose focus is on youth and Gen Z, and B2B specialist Wonder.   

Mercier and Emmins will continue to lead the business, alongside the global and local leadership teams.  

The two companies share several clients including 21CB and Otherway.  

Common Interest was founded by former Havas executive Anthony Freedman in 2023. “Our position as the world's first group focused on building brands in popular culture is supercharged with the addition of Amplify," Freedman stated. He added that the agency "brings its proven track record for delivering worldbuilding ideas that blur the line between brand, entertainment, tech and modern media, both globally and locally.” 

Pictured above (l to r): Emmins and Freedman.