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Westfield appoints Knock Three Times as UK consumer PR agency
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PRWeek exclusively reveals that Westfield has appointed Knock Three Times as its consumer PR agency across all three UK shopping centres, one of the agency's first major client wins since launching earlier this year.
Nike vs Adidas: creatives pick who wins the World Cup ad game
The real football rivalry is playing out in the ads. Both brands went long, ditched the safe playbook and bet on storytelling over spectacle. Adweek asked the industry to pick a winner and Jed Hallam, founder and CEO of CultureLab weighed in.
Glenn Kitson and Otherway's love letter to the British language for Strongbow
It's Nice That celebrates the Strongbow campaign that puts ‘Britishisms’ front and centre. Directed by Glenn Kitson and soundtracked by The Streets, it's a film built on authenticity, rediscovering and celebrating the richness of real Britain today, by putting everyday moments and genuine character back at the heart of the story
'Priming and Proving': How brands are rethinking the funnel for AI
The customer funnel is no longer fit for purpose. 21st Century Brand's new research makes the case for a new model: priming human audiences for familiarity and emotional resonance, while proving to machines with the signals that win in an AI-mediated decision moment. Motorway's CMO Naomi Walkland shares how they're already living it.
Jamie Oliver Group teams with Baby Teeth for microdrama and wider partnership
Deadline breaks the news that Jamie Oliver Group is developing a vertical microdrama series with Baby Teeth, alongside a wider strategic partnership signals a bold new direction for the Jamie Oliver brand. More IP, more formats and more unexpected storytelling.
Amplify takes home Gold at Campaign’s Experience Awards
Amplify took home a brace of awards at the Campaign Experience Awards, winning two Golds for its ‘Space to Dream’ work for Samsung, after receiving more nominations than any other agency.
The experience economy has a conversion problem
Attention is only the beginning.Seed makes the case that the best brand experiences don't just travel online, they change behaviour. As experiential budgets grow and scrutiny sharpens, Seed sets out what it means to design for conversion from day one.
Common Interest names Sara Tate as Group Chief Strategy and Innovation Officer
Sara joins with a mission to bridge the specialist businesses within the group, to provide clients with creative solutions that sit at the intersection of brand, entertainment, tech and modern media.
Common Interest backs new venture led by One Green Bean founder Kat Thomas
Investing in the future of PR. LBB reveals Common Interest's backing of Knock Three Times, the new venture from One Green Bean founder Kat Thomas, built from scratch for the AI era and designed to keep brands credible and discoverable as the world shifts from search to AI-generated answers.
The new brand growth engine for the AI era
Neil Barrie and Dan Hauck's latest deep dive for Fast Company explores brand building in the agentic era, calling for a new brand-building playbook for the changing customer journey. One in which both LLMs and humans decide what wins.
Anthony Freedman: The ad exec betting on the golden age of branded entertainment
Common Interest's Founder & CEO Anthony Freedman speaks to the Drum's Jen Faull as part of the Big Interview series about the power of real-world brand action in an era of AI.
What's next for Jonathan Emmins after selling Amplify to Common Interest?
Following the Common Interest acquisition, Amplify’s Jonathan Emmins speaks to the Drum about his ambition for what happens next.
Ex-Gordon Ramsay & Channel 4 Execs Unveil Entertainment & Brands Venture Baby Teeth
Deadline reveals the launch of a new creative company, Baby Teeth, operating at the intersection of brands, entertainment and talent.
What brands are getting wrong about culture marketing
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Jed Hallam, Co-Founder & MD of CultureLab chats to Creative Review about brands becoming patrons of culture & blending data with human storytelling.
SXSW London: A Cultural Powerhouse in Progress
Max Gethin unpacks the importance of the inaugural SXSW London, where it went right and where the event can learn from the foundations it built this year.
Baby Teeth wants to entertain, not advertise
Baby Teeth's founders speak to Brittaney Kiefer at ADWEEK on why the "multi-hyphenate" creative company is focused on entertainment rather than advertising.
Why Oatly’s marketers prefer cultural signals to focus groups
CultureLab's Jed Hallam & Oatly's Sarah Sutton chat to Digiday's Seb Joseph about moving in sync with culture, not behind it.
Common Interest acquires Amplify to 'empower creativity'
Jonathan Emmins, Founder & Global CEO of Amplify and Anthony Freedman, Founder & CEO of Common Interest break the new partnership news to Campaign.
Fortnum & Mason caters to a demand for festive fun
Jono Holt speaks to the Economist’s British Business Editor on Otherway’s decade-long partnership with Fortnum & Mason, and the retailer’s resulting growth.
'Want to grow an iconic brand? CEOs have to value CMOs as servant leaders' Neil Barrie
Neil Barrie chats to Yahoo!Finance on the power of brand building at the intersection of creativity and commerce and the shifting role of the CMO.
Rocket launches new brand designed by Otherway
Creative Boom covers Otherway's transformation of the Rocket brand from transactional mortgage provider to trusted partner, through warmth and humanity.
Amplify, Seed and Wonder tease line up for 2026 Cannes Lions Festival
As the Cannes Lions countdown continues, the teams across Amplify’s global offices are focused and heads-down putting the final touches on some incredible brand experiences for Pinterest, Google, Yahoo and Tubi - plus some new additions both on the Croisette and up in the hills, alongside sibling agencies Seed and Wonder.
Baby Teeth founder Lynsey Atkin takes the stage at Ciclope Festival
Renowned director Steve Rogers (Revolver, Biscuit Filmworks) doesn’t do things by accident. In conversation with Lynsey Atkin in Berlin, this talk explores creative intent, problem solving and why the darkest work doesn’t happen without an optimistic mind.
How Disruptors Become New Leaders
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TwentyFirstCenturyBrand's Neil Barrie was joined on stage at SXSW London 2025 with leaders including Tom Leathes, CEO & Founder of Motorway, Vuokko Aro, Chief Design Officer at Monzo and Luke Boase, Founder of Lucky Saint to unpack how brands transition from disruptor to leader.
TwentyFirstCenturyBrand's global CEO Neil Barrie takes to the stage at Web Summit
Neil Barrie, Co-Founder & Global CEO took to the stage at Web Summit alongside Gabie Boko, CMO of NetApp to explore the changing world of the marketing boss.
The launch of ‘Escape into: The evolution of world building.
The launch film in Amplify's The Film Series features 24 pioneering worldbuilders and cultural visionaries exploring how they place audiences at the centre of their worlds and sharing valuable lessons for brands on their worldbuilding journeys.
Amplify's Sophy Critoph speaks to Media Shotz at Cannes Lions
Amplify's Head of Strategy Sophy Critoph on how they’re connecting people, brands and culture within a rapidly changing media and marketing landscape.
Cultivating community: eight communities, one film project
A film by Seed exploring what community means and how it can be cultivated through the eyes of eight hero communities.
The Immortal Life of Agencies
Anthony Freedman joined the Immortal Life of Agencies to discuss the business case for differentiation and how he’s building a new kind of communications group.
Untalented by UNKNOWN
Anthony Freedman joined Ollie Scott, Founder of UNKNOWN to discuss how Common Interest is operating at the intersection of culture, entertainment & tech.
The craft of brand-building in the AI era
Neil Barrie joins Ed Cotton on Inspiring Futures, delivering an honest take on the existential moment for brand strategy and insight on what being a strategist means today.
A CMO masterclass & how to grow billion dollar brands
21st Century Brand's Neil Barrie and PepsiCo's CMO Jane Wakely feature on the latest episode of the Uncensored CMO, exploring business transformation, the importance of creativity for commercial success & balancing art with science.
The new loyalty: What Gen Z really wants from brands
Analysts claim Gen Z is redefining loyalty. Louise Millar, Strategy Director at Seed joins other experts to unpack this claim for marketers seeking to connect with next-gen consumers.
Creativity, culture and tech in the agency world
Mark McDermott, Partner at Amplify reflects on his path into the creative agency world while sharing insights on creative agency growth and brand innovation.
How science-informed design is redefining sensory branding
Wonder's ECD David Crease joins other experts on The Drum Podcast to unpick how scientific thinking about all five senses is pushing forward experience design.
Bite-size branding
Jono Holt, Founder of Otherway, on how short-form can be a shortcut for brands that want to get to the heart of culture.
The business case for differentiation
Common Interest's Founder Anthony Freedman speaks to Robin Bonn about the importance of difference as a commercial imperative.
How to build an iconic brand
Neil Barrie, Co-Founder & Global CEO of 21CB joins the The Business of You podcast to go deep on the theory and practice of how to build an iconic 21st century brand.
If I could tell you just one thing
Jonathan Emmins talks to Mel Noakes and Max Fellows of Elevate about the highs and lows of running one of the most successful agencies in the events industry.
In Good Company with Jamie Oliver
An invite-only lunch with Jamie Oliver. Chef and entrepreneur and one of the most recognisable brand builders of his generation. Over pasta-making, Jamie will share his thoughts on what makes a great partnership, drawing on a career built on authenticity, purpose and genuine audience connection.
It will be a hands-on, informal session for a small group of senior brand and marketing leaders.
Please contact us directly for more information.
The Business Case for Cultural Relevance with Doug Shapiro
Every brand wants cultural relevance. Very few can prove it makes money. Now the data exists.
In this closed-door session, CultureLab founder Jed Hallam will unveil new research analysing the relationship between cultural impact and commercial performance across multiple sectors, in partnership with leading Wall Street analyst Doug Shapiro. Doug will also provide broader context on why this shift is accelerating, drawing on his analysis of the structural transformation of media, advertising and the creator economy.
Sunset Sips & a World Cup Watch Party
The Subthread and Common Interest are joining forces for an evening of sunset drinks, music and a World Cup watch party around the pool.
Kicking off at 7.30pm, The Subthread's editor-in-chief Alex Zeevalkink will sit down with CultureLab's Jed Hallam and Amplify's Rachel Matovu for a 30-minute conversation on what it really means for brands to show up authentically in sports culture.
At 10pm, we tune in live to watch the England vs Ghana game.
Building Brands Loved by Humans & Machines with Jonathan Mildenhall & Dara Treseder
Joining us as headline voices are Jonathan Mildenhall, CMO of Rocket and Dara Treseder, CMO of Autodesk. The session will draw on their experience together with proprietary research from Semrush to lay out a new playbook for brand-building for the LLM search era. We’ll go beyond the theory and the hype to share the moves that matter when LLMs shape discovery, community drives credibility, and the gap between brand promise and product experience has never been more exposed.
Brand Meets Entertainment with Julia Nottingham
The multi-award-winning Dorothy Street Pictures has been trusted by some of the world’s most high-profile women, including Pamela Anderson, Victoria Beckham and Courtney Love to tell their stories.
Join the production company’s founder and filmmaker Julia Nottingham for insights on the process from first pitch to the global rollout of these culture-defining documentaries.
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Amplify Presents Le Pool Party, in Conversation with Bradley Zero
From Peckham roots to global dominance artist and DJ Bradley Zero is a multi-hyphenate and knows a thing or two about building a loyal audience and community whether it be with artists or brands or both. The DJ, artist, presenter, venue owner and founder of multiple brands and social initiatives will be in conversation with Amplify’s Rachel Matovu.
This session is designed for brands, tastemakers and creators working within or around music, entertainment, experience, culture and community.
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How disruptors became new leaders: Lessons from challenger brands
Join TwentyFirstCenturyBrand founder Neil Barrie as he takes you behind the curtain of some of the UK's most iconic brands to discover the lessons their CMOs have learned.
Common Interest @ Cannes 2025
Visit the link to watch our wrap up of Common Interest in Cannes.
