A global creative agency specializing in experience, entertainment and culture and a regular recipient of the Agency of the Year Award, Amplify is part of Culture-First Collective Common Interest.
Common Profit has won the first 51% stake in Amplify, pledging to buy the remaining 49% over the next five years. As part of the transaction, Amplify’s global leadership team will become a common interest partner and equity holder.
Founded in 2007 and led by Chairman Anton Mercier and Global CEO Jonathan Emmins, Amplify is best known for creating worlds, campaigns and experiences for brands that cross channels through the power of culture and drive business transformation. It has offices in London, LA, Paris, New York and Sydney, and its agents work with clients such as LEGO, Google, Pinterest, PlayStation, and Nike. Amplify also has two audience specialist agencies. The seeds and business experience specialists focused on youth and Gen Z are wondering. Mercier and Emmins will continue to lead the business along with global and local leadership teams, including the Seed and Wonder team.
A general concern is a communication and entertainment group focused on connecting brands and audiences through popular culture, founded in September 2023 by former Havasu Aunz chair, Anthony Friedman, founder of the agency “One Greenbean” and “Host”. Headquartered in London, the new group is already home to companies such as global brand transformation and growth consultant Twenty First Century Brand. Design, Motion and Innovation Studio Ontherway and CultureLab are the group’s first AI cultural intelligence platform.
Amplify’s partnership with common interests helps clients benefit from culture-driven collaborations through a group of best-in-class professionals. Before joining the common interest, companies within the group already shared many existing clients. Prior to the final decision on the partnership, Amplify had begun working with 21CB with violations of current and new opportunities.
To further encourage collaboration and build a connected culture, a common interest will win the floor of Amplify’s London office in May 2025. CultureLab has already been at Amplify HQ since early March.
“We’re excited to be able to help you get started,” said Anthony Freedman, founder and CEO of Common Interest. “It is increasingly embraced that culturally relevant brands are effectively outperforming, and connections with popular culture audiences have created a common interest that helps businesses unlock this competitive advantage: entertainment, technology, modern media, both global and local.”
Jonathan Emmins, founder and global CEO of Amplify, added: “As audiences become more fragmented and cultures become more fluid, modern brands need different types of creative expertise, better reflecting the seamless expectations of consumers.
“Our common interest is a natural home for sharing this belief, a shared spirit and, above all, a commitment to creativity and culture. That’s why we decided to “partner” and “partner.” Today and tomorrow’s audience. ”
