Common Interest Takes Stake in Mirimar, Betting on a Bigger U.S. Agency Network

Mirimar co-founders Luke and John McKelvey with Common Interest founder Anthony Freedman — Photo via Little Black Book

Summary

Common Interest is taking an initial minority stake in Los Angeles agency Mirimar, with a path to majority ownership; financial terms were not disclosed.
Mirimar’s founders and partners will become shareholders in Common Interest, while the agency retains its name and leadership.
The deal gives Common Interest a larger U.S. creative footprint and connects Mirimar with group capabilities in areas including brand strategy, design and experiential marketing.

A minority investment with a route to control

Common Interest has agreed to take an initial minority stake in Los Angeles-based creative agency Mirimar, expanding the London-headquartered group’s U.S. operations. The parties have not disclosed the financial terms, and Common Interest has a path to majority ownership, according to reporting by The Wall Street Journal and ADWEEK.^{[1] [2]}

The structure also links the two businesses through shared ownership: Mirimar’s founders and partners will become equity holders in Common Interest. The arrangement is not described as an immediate full acquisition. Mirimar is expected to continue operating under its own name and management.^{[2] [3]}

Mirimar keeps its leadership and creative identity

Co-founders Luke and John McKelvey are to remain in charge as chief executive and chief creative officer, respectively, according to ADWEEK and Little Black Book. The agency says it will retain its existing teams and creative approach while gaining access to the broader group’s capabilities.^{[2] [4]}

Mirimar’s work sits between advertising and entertainment, including campaigns, films and talent partnerships. Little Black Book lists past work for brands including Apple, Rocket, Beats, Netflix and Five Guys. The Wall Street Journal reported that recent projects included Rocket’s 2026 Super Bowl advertisement featuring Lady Gaga and a Beats film starring YouTuber IShowSpeed.^{[1] [4]}

A different model for agency growth

Common Interest says the partnership is intended to connect creative agencies and specialist firms while preserving their individual identities. Its existing U.S. portfolio includes brand-experience agency Amplify, cultural-intelligence platform CultureLab, design and communications studio OTHERWAY, and brand-transformation consultancy 21st Century Brand, according to Little Black Book and MediaPost.^{[3] [4]}

The deal lands as large agency groups consolidate and independent firms weigh how to secure broader capabilities without surrendering their operating identity. That context does not establish that Mirimar’s owners were seeking a sale or that the group will pursue a specific acquisition timetable. The disclosed terms leave the eventual ownership transition, its price and any operational changes unresolved.^{[1] [2] [3]}

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