Anthony Freedman’s Common Interest acquires Amplify

April 4, 2025 9:43

Global creative agency Amplify has been acquired by comms and entertainment group Common Interest.

Common Interest has acquired a 51% stake in the agency, with a commitment to purchase the remaining 49% over the next five years. As part of the deal, Amplify’s global leadership team will become partners and equity holders in Common Interest.

Amplify was founded in Australia in 2008 by global CEO Jonathan Emmins, who has led the agency alongside chair Anton Mercier.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.