SISTER Group has taken a minority stake in Common Interest as part of a strategic partnership to develop entertainment IP with brands involved from the outset.
The two groups are already collaborating on projects intended to form a slate spanning film, television, podcasts and live experiences. They did not disclose the size of the investment or details of the projects.
SISTER brings together production and media businesses including Sister Pictures, Campside Media and digital-first producer After Party Studios. Common Interest, founded by Anthony Freedman in 2023, comprises eight companies working across brand strategy, communications and entertainment.
Among them is Baby Teeth, which recently produced the Finding Jamie microdrama series for the Jamie Oliver Group in partnership with Life360.
Freedman, Common Interest’s founder and CEO, said: “Advertising is looking for new ways to reach audiences, and entertainment has never been more open to working with brands as a genuine creative partner.” He added that the partnership was a commitment “to prove that brands can be part of shaping entertainment without compromising on what audiences love”.
Lucinda Hicks, CEO of SISTER Group, said: “This partnership could not be more timely or complementary. The most impactful IP behaves like a brand, and the most ambitious brands are increasingly behaving like entertainment businesses – highly sophisticated in how they develop and create content, and in how they build relationships with audiences. Connecting SISTER’s creative diversity and track record in storytelling with Common Interest’s deep knowledge of brand strategy, culture and commercial relationships can demonstrate what’s possible when you stop treating entertainment and brand as different conversations.”
The investment follows SISTER’s production and distribution agreement with broadcaster Amol Rajan for The Amol Rajan Connection, a venture launching across YouTube and podcast platforms. Alongside its stakes in After Party Studios and Common Interest, the deal reflects the group’s growing focus on digital-first production, branded entertainment and direct-to-audience media.
Pictured: Anthony Freedman and Lucinda Hicks; photo credit Adrian Jordan.
