Common Interest

Name

Common Interest

Legal name

Common Interest Group Limited

Website

https://commoninterest.co

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418), Management of Companies and Enterprises (551)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Consumer & Lifestyle PR (MPAAADAB), Activation/Experiential Creative Agencies (MPAAAAAO), Creative Concepting & Campaign Development (BPAFAEAD)

Keywords

• Creative agency services
• Brand consulting
• Cultural marketing
• Brand experience design
• Entertainment marketing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Creative Agency Services: Common Interest generates revenue through its portfolio of creative agencies providing brand consulting, experience design, cultural marketing, and communications services to enterprise clients.
2. Acquisition-driven Growth: The group pursues a roll-up strategy, acquiring complementary creative agencies to expand service offerings and cross-sell capabilities across the portfolio.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Common Interest operates a holding company (Common Interest Group Limited) over a portfolio of eight wholly-owned specialist creative agencies that collectively provide brand strategy consulting, cultural intelligence, experience design, entertainment marketing, and creative communications services to enterprise brands. The group connects brands with audiences through popular culture, working at the intersection of brand, entertainment, technology and modern media, with global delivery from offices in London, New York, Los Angeles, Paris and Sydney.

Product overview

Common Interest is the world's first communications and entertainment group focused on building brands in popular culture. The company operates as a holding company (Common Interest Group Limited) with a platform-plus-portfolio architecture, acquiring and operating eight distinct specialist creative agencies: 21st Century Brand (global brand consultancy), CultureLab (cultural intelligence platform using research, big data and AI), Otherway (design and communications studio), Baby Teeth (creative company at the intersection of entertainment, brands, IP and creative commerce), Amplify (global creative agency for experience, entertainment and culture), Seed (brand experience agency), Wonder (B2B/B2E experience agency), and Knock Three Times (creative communications for the AI era). These portfolio companies work at the intersection of brand, entertainment, technology and modern media, collaborating with influential 21st century brands to create positive change through the power of common interest.

Differentiator

Problem solved

Functional benefit

Products and services

• 21st Century Brand A global brand consultancy that partners with ambitious leaders to unleash brand as a driver of purposeful, profitable growth; serves enterprise clients seeking brand strategy and transformation.
• CultureLab A cultural intelligence platform revolutionising how brands harness the power of culture, applying storytelling creativity with the rigour of research, big data and AI; serves enterprise brands seeking cultural insight.
• Otherway A design and communications studio with offices in London and New York that creates and transforms brands by placing them at the heart of culture; serves enterprise clients including Fortnum & Mason and Rocket Mortgage.
• Wonder A creative B2B and B2E experience agency helping companies think differently about how they connect with the people that matter most to them; serves enterprise clients seeking experience-led brand engagement.
• Seed A brand experience agency turning creativity into conversion, transforming audiences into advocates, attention into action, and footfall into funnel; serves enterprise clients such as Revolut.
• Amplify A global creative agency specialising in experience, entertainment and culture that works with forward-thinking companies to join the dots between people, brands and culture; serves enterprise clients including Samsung, Pinterest, Google, Yahoo, Tubi, LEGO and Revolut.
• Baby Teeth A creative company working at the intersection of entertainment, brands, IP and creative commerce, conceiving, developing and executing projects across the globe alongside a network of exceptional talent; serves clients including the Jamie Oliver Group.
• Knock Three Times A creative communications company built for the Age of Answers, creating Surface Worthy work that is earned-first, editorially led and culturally driven for the AI era; serves enterprise clients including Westfield (UK consumer PR across three shopping centres).

Quantifiable outcome

• Amplify won Gold awards at Campaign's Experience Awards for Samsung 'Space to Dream' campaign
• +1 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Jamie Oliver GroupcoreStrategic or Co-development Partner · 23 June 2025Baby Teeth, a portfolio company of Common Interest, has entered into a strategic partnership with Jamie Oliver Group to develop a vertical microdrama series and broader strategic partnership, representing a bold new direction for the Jamie Oliver brand with more IP, formats and unexpected storytelling.
• Fortnum & MasoncoreStrategic or Co-development Partner · 1 January 2025Otherway has maintained a decade-long partnership with Fortnum & Mason, contributing to the retailer's growth through brand and communications work.
• RocketcoreStrategic or Co-development Partner · 1 January 2025Otherway completed a brand transformation of Rocket (formerly Rocket Mortgage), repositioning the brand from transactional mortgage provider to trusted partner through warmth and humanity.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• WPP: World's largest advertising holding company operating Ogilvy, Grey, VMLY&R and other global creative networks across brand consulting, advertising, PR, and experience — sets the global benchmark Common Interest's portfolio competes against for enterprise CMO mandates.
• Publicis Groupe: Global communications holding company with Leo Burnett, Saatchi & Saatchi, Digitas and Publicis Sapient spanning creative, digital, and experience — directly comparable multi-agency architecture serving the same Fortune 500 brand roster.
• Dentsu Creative: Global creative network within Dentsu that consolidates creative, experience, and cultural marketing under a single brand — directly comparable in ambition to Common Interest's integrated agency positioning.
• Interpublic Group: Holding company of McCann, MullenLowe, R/GA, and experiential units like Momentum — competes for the same global brand-experience budgets that drive Amplify, Seed, and Wonder's revenue.
• Omnicom Group: Holding company behind BBDO, DDB, TBWA and specialty units (e.g., Sparks for cultural marketing) — competes with Common Interest's cultural-entertainment positioning and serves many of the same enterprise clients globally.

Direct peers

• Stagwell: Publicly listed alternative ad-holding group that has built a portfolio of digital-first creative, PR, and communications agencies — the closest publicly traded analog to Common Interest's independent roll-up strategy targeting premium brand clients.
• R/GA: IPG-owned creative and technology agency at the intersection of brand, experience, and innovation — comparable to Wonder and Knock Three Times in bridging creativity with technology and emerging comms paradigms.
• 72andSunny: Global creative agency specializing in brand entertainment, cultural relevance, and integrated campaigns — directly comparable to Amplify in its experience- and culture-led creative positioning for premium consumer brands.
• Mother Design (Mother London / Mother New York): Independent creative network operating boutique studios across advertising, design, and brand experience — shares Common Interest's premium independent positioning and culture-led creative ethos for challenger enterprise brands.
• Anomaly: Independent creative agency known for non-traditional, culturally-charged brand work for Fortune 500 clients — directly comparable to 21st Century Brand and Otherway in operating model and client profile.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/common-interest-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries8 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Common Interest