International law firm Bird & Bird has advised the sellers of Amplify on the sale of a controlling interest in Louder Productions Limited (trading as Amplify) to Common Interest Group Limited. Common Interest acquired an initial 51% stake in Amplify. As part of the transaction, Amplify’s global leadership team will become equity holders in Common Interest.
Amplify is a global creative agency specialising in experience, entertainment, and culture, with offices in London, LA, New York, Paris and Sydney. Amplify is best known for creating brand worlds, campaigns and experiences that traverse channels and drive business transformation through the power of culture and work with global clients including Lego, Google, Pinterest, PlayStation and Nike.
Common Interest is a culture-first collective founded by Anthony Freedman in 2023, aiming to build brands through popular culture. It includes companies such as TwentyFirstCenturyBrand, Otherway, and CultureLab.
The Bird & Bird team consisted of Simon Fielder (partner, Corporate), Caitlin Cowan (associate, Corporate), Charlotte Getz (trainee, Corporate), Adam Garrood (trainee, Corporate), Zoe Feller (partner, Tax), Andrew Rink (associate, Tax), Alexander Beesley (associate, Tax), Sarah Ferguson (partner, Employee Incentives & Benefits), Nick Kosloff (associate, Employee Incentives & Benefits), Gersende Rollet (associate, Corporate, Paris), Alex Lazar (associate, Corporate, Sydney), and Lachlan Holmes (associate, Corporate, Sydney).
Bird & Bird’s Simon Fielder, lead partner on the transaction, commented: "We supported the shareholders of Amplify in growing their business over the last decade and we are delighted to have worked with them on this transformative transaction with Common Interest. It is one of the growing number of transactions with an international dimension that we have executed as a firm in the media sector. We look forward to seeing the continued success of all parties involved."
