London-based communications and entertainment group Common Interest has taken a minority stake in Los Angeles-based creative shop Mirimar.  

Financials weren't disclosed, but the companies said that the deal provides Common Interest, led by founder/CEO Anthony Freedman, with the option to become the majority owner later. Mirimar founders John and Luke McKelvey, along with other partners, will receive equity in Common Interest.  

The agreement was characterized as Common Interest's largest expansion into the US so far.  

Mirimar will continue operating under its own name and management. Luke McKelvey remains CEO, John McKelvey remains chief creative officer, and the agency will keep its offices in Los Angeles, New York and elsewhere in the U.S. 

The companies say the partnership is intended to meet growing client demand for agencies that can combine traditional advertising with entertainment projects such as films, TV content and other branded entertainment. 

Mirimar has built a reputation for entertainment-focused work, including projects for Apple, Rocket, Beats, Netflix, Five Guys, HOKA, Priceline and Mammoth Brands. The agency has also produced Super Bowl campaigns, music videos and more.  

Common Interest has also been expanding its entertainment capabilities. Earlier this year it formed a strategic partnership with entertainment studio Sister Group, which produces film and television content. 

The deal expands what Mirimar can offer clients by providing  access to Common Interest's other agencies and capabilities, including brand strategy, design, public relations, experiential marketing, cultural intelligence and AI-based research. 

Common Interest has an ambitious expansion plan for the US. In addition to Mirimar, assets here include brand experience agency Amplify, cultural intelligence platform CultureLab, design and communications studio OTHERWAY in New York, and brand transformation consultancy 21st Century Brand in New York and San Francisco. 

Pictured above (l to r): Luke McKelvey, Freedman, and John McKelvey.