Liz Murdoch and Jane Featherstone’s Sister Group has taken a minority stake in brands and advertising specialist Common Interest. The two organizations have agreed a strategic partnership and are already working together.
Founded by Anthony Freedman, agencies including Amplify, 21st Century Brand and Baby Teeth are part of Common Interest. Sister Group, meanwhile, houses Black Doves prodco Sister Pictures, unscripted outfit Yes Yes Media, Locksmith Animation, and factual specialist Dorothy Street among others.
Sister Group and Common Interest said they are already collaborating on projects and will build a slate of IP that exists on multiple platforms and
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