Sister Group invests in Common Interest for branded entertainment

Sister Group, the transatlantic media company co-founded by Jane Featherstone and Elisabeth Murdoch, has entered a strategic partnership and taken a minority stake in the London-based communications and entertainment firm Common Interest.

The collaboration aims to integrate brand creativity with high-end entertainment execution to develop a slate of intellectual property (IP) that exists across multiple platforms. Common Interest, founded by Anthony Freedman, comprises several agencies including Amplify, 21st Century Brand, and Baby Teeth.

This move marks the third recent deal for Sister Group, which was established in 2019 and is led by CEO Lucinda Hicks. The partnership seeks to demonstrate that brands can participate in shaping entertainment without compromising audience appeal.