Sister Group takes stake in Common Interest in brand-backed TV push
Sister Group has bought a minority stake in Common Interest.
The deal creates a strategic partnership, meaning the two groups will develop work together rather than simply trade services. They are already working on joint projects, according to Deadline, which reported the agreement on 23 September 2026.
Sister Group was set up in 2019 by Liz Murdoch and Jane Featherstone. It is led by chief executive Lucinda Hicks. Its companies include Sister Pictures, Yes Yes Media, Locksmith Animation and Dorothy Street.
Sister Pictures is the best-known name on that list for many viewers. It produced Black Doves. The company describes itself as an independent production company that develops and produces original work with writers and creators for film and television, according to Sister.
Common Interest sits on the other side of the deal. It was founded by Anthony Freedman, a former Havas regional chair, according to Campaign. Its group includes Amplify, 21st Century Brand and Baby Teeth, which work across brand strategy, creative and production.
The plan is to build a slate, meaning a list of planned shows and projects, that can live on more than one platform. That slate will use IP, short for intellectual property, meaning characters, stories and formats that can be reused across television, film, social and live events, with brands attached as backers.
A minority stake means Sister holds less than half of Common Interest. It does not take full control. The structure leaves Common Interest in place while giving the two sides a reason to share ideas, talent and clients.
Both groups have been expanding. Sister Group has acquired After Party Studios and cut a programming deal with presenter Amol Rajan. Common Interest had previously talked about up to 10 acquisitions in the next two years, a target reported as background by Campaign when the holding company was building out.
What makes this stand out is the job it is trying to do. For viewers, this is a backstage deal. It decides who pays for a story, who makes it and where it can appear.
