Sister Group, the production company founded by Liz Murdoch and Jane Featherstone, has taken a minority stake in Common Interest, a brands and advertising specialist. This marks the third significant expansion deal for Sister Group in recent months, following its acquisition of After Party Studios and programming deal with Amol Rajan. The strategic partnership aims to demonstrate how brands can meaningfully shape entertainment without compromising audience appeal.

Sister Group, established in 2019 and led by CEO Lucinda Hicks, operates production companies including Sister Pictures (producer of Black Doves), Yes Yes Media, Locksmith Animation and Dorothy Street. Common Interest, founded by Anthony Freedman, encompasses agencies including Amplify, 21st Century Brand and Baby Teeth. The organisations are already collaborating on projects to develop intellectual property spanning multiple platforms, with backing from brand partnerships, merging creative storytelling expertise with brand strategy knowledge.