Common Interest

Common Interest is the world’s first communications and entertainment group focused on building brands in popular culture. Our culture-first collective operates at the intersection of brand, entertainment, technology and modern media, collaborating with the most influential brands of the 21st century. Common Interest combines the smarts and capabilities of creative agency specialists, tech-enabled marketing services and progressive entertainment companies to deliver impactful work that is data inspired, creatively driven and culturally connected. Our companies include: the definitive brand-building consultancy for the GenAI age, 21stCenturyBrand; Otherway, a design and communications studio for brands redefining categories and culture; Amplify, a global creative company specialising in experience, entertainment and culture; CultureLab, a cultural intelligence platform built to help brands harness the power of culture; Baby Teeth, a creative company partnering with brands, talent and organisations to create entertainment that builds cultural and commercial value; creators of next-generation experiences for B2B brands, Wonder; Seed, a brand experience agency turning creativity into conversion; and Knock Three Times, the UK’s first earned-led PR agency built from the ground up to ensure brands remain credible and discoverable in the generative AI era.