Lucinda Hicks Takes Minority Stake in Common Interest—What’s Next?

Sister Group, founded by media executive Liz Murdoch and entrepreneur Jane Featherstone in 2019, announced it has acquired a minority stake in brands and advertising specialist Common Interest.

The partnership, formalized on Wednesday, will see the two companies collaborate across multiple platforms and brand‑backed content. The deal marks Sister Group’s third strategic expansion in recent months.

Common Interest, led by founder Anthony Freedman, represents agencies such as Amplify, 21st Century Brand and Baby Teeth. Sister Group’s portfolio includes production companies like Black Doves’ Sister Pictures, Yes Yes Media’s unscripted unit, Locksmith Animation and factual specialist Dorothy Street.

The two firms are already working together on projects.

Sister Group also recently acquired After Party Studios and struck a programming deal with Amol Rajan, further cementing its presence in the entertainment sector. The new alliance will enable both entities to build a slate of intellectual property that exists across platforms while leveraging brand partnerships.

## Background & Context

Sister Group was launched in 2019 by Murdoch and Featherstone with an emphasis on creative diversity and risk‑taking. Since then, Lucinda Hicks has steered the company as CEO, guiding acquisitions that broaden its production capabilities.

The recent partnership with Common Interest follows the acquisition of After Party Studios and the programming collaboration with Amol Rajan.

Common Interest, founded by Anthony Freedman, operates as a specialist in brands and advertising, integrating agencies like Amplify, 21st Century Brand and Baby Teeth into its network. The company focuses on shaping entertainment content that resonates with audiences while incorporating brand strategy.

Its expertise complements Sister Group’s emphasis on storytelling across various formats.

Both firms share a vision of blurring the lines between entertainment and brand engagement, aiming to create content that feels authentic rather than commercial. Their collaborative effort signals a shift toward integrated media strategies that prioritize audience experience.

This alignment will serve as the foundation for future joint ventures.

## What People Are Saying

Freedman said, “This partnership is more than a meeting of minds, it’s a real commitment from both sides, to prove that brands can be part of shaping entertainment without compromising on what audiences love.” He emphasized the need for authenticity in brand‑backed storytelling.

Hicks added, “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.” She highlighted the potential synergy between the two groups.

Murdoch and Featherstone noted, “Their deep commitment to entertainment and brand strategies that people actually care about, mirrors the values of creative excellence, authorship and risk‑taking intrinsic to Sister.

We’re not just aligned on paper, but underway on some great ideas where the potency of that combination is very apparent.” The statement underscores their shared mission.

## What Happens Next

The two companies are already collaborating on projects and intend to build a slate of IP that exists on multiple platforms and is backed by brands.

The partnership will see both entities leverage their respective strengths—Sister Group’s storytelling prowess and Common Interest’s brand strategy expertise—to develop content that resonates with audiences.

With this stake, Sister Group will expand its influence within the media landscape, while Common Interest gains a partner capable of producing high‑quality entertainment across formats. The arrangement is poised to generate new revenue streams through brand‑integrated storytelling and cross‑platform distribution.

As the partnership moves forward, both firms will likely explore additional opportunities for joint development, marketing and distribution, aiming to capitalize on the growing demand for authentic, brand‑aligned content in an increasingly fragmented media environment.

By blending Sister Group’s creative innovation with Common Interest’s brand‑centric expertise, the alliance sets a new standard for how entertainment and advertising can coexist without compromising artistic integrity.

The collaboration signals a broader industry trend toward integrated storytelling that delivers value to both audiences and brands.