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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.
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.
'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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
