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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.
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.
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.
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.
The new “Day One” playbook for progressive leaders in 2025
Neil Barrie introduces the new "Day One" playbook for progressive leaders, designed to offer businesses a conversation starter rather than a neat solution.
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.
Agency group Common Interest is on an acquisition drive
Anthony Freedman speaks to Seb Joseph about how Common Interest aims to fill a gap in communications where cultural authenticity trumps appropriation.
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.
'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.
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.
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 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.
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.
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.
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 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.
Common Interest @ Cannes 2025
Stay tuned for our wrap up of Common Interest in Cannes.
How to make boring brilliant
TwentyFirstCenturyBrand's Dan Hauck joins Naomi Walkland, CMO of Motorway on stage at MAD//Fest to unpack how they made the dull delightful by challenging category norms & bringing unexpected joy to the journey.
