WPP and Common Interest ramp up investment as industry consolidation continues

Two major agency acquisitions were announced overnight, with WPP acquiring data collaboration platform InfoSum, and Common Interest group taking a controlling stake in independent creative agency Amplify.

Both deals reflect ongoing consolidation across the marketing and advertising sector, as groups race to integrate data, AI, creative and media capabilities into scalable models for growth.

WPP accelerates AI-driven infrastructure

WPP’s acquisition of InfoSum brings one of the most advanced data collaboration technologies in-house, as the holding group doubles down on privacy-safe, AI-first marketing infrastructure. InfoSum’s platform uses a federated learning model that allows data to be connected across ecosystems without moving or exposing personally identifiable information.

The move is designed to supercharge WPP Open – the group’s operating system for AI-powered marketing – giving clients access to “hundreds of billions of data signals” from media platforms and retailers including Netflix, Channel 4, Samsung Ads and Experian.

WPP CEO Mark Read said the deal is a “major step forward” in the group’s data capabilities.

“It allows clients to stay in complete control of their first-party data, while giving them access to vastly greater quantities of high-quality, privacy-compliant data and pioneering technology,” Read said. 

InfoSum CEO Lauren Wetzel will remain in her role and also become GroupM’s chief solutions officer. The company will continue operating independently but now serves as a core pillar of GroupM’s data and AI product suite.

Amplify joins Common Interest 

Meanwhile, in the creative space, Common Interest has acquired a 51% stake in global experience and brand agency Amplify, with a pathway to full ownership over the next five years.

As part of the deal, Amplify’s global leadership team, led by chair Anton Mercier and global CEO Jonathan Emmins, will become partners and equity holders in Common Interest.

Common Interest was founded by former Havas AUNZ chair Anthony Freedman.

Amplify’s client portfolio spans brands such as Google, Nike, PlayStation, and Netflix. With offices in London, Sydney, LA, New York and Paris, the agency also owns youth and Gen Z agency Seed, as well as business experience consultancy Wonder.

Emmins described the partnership as a natural extension of Amplify’s positioning. 

“Common Interest is the natural home for Amplify - we share a commitment to creativity, culture and collaboration,” he said.

Common Interest launched in 2023 as a new-style holding group focused on building culturally relevant brands. It now includes brand strategy consultancy TwentyFirstCenturyBrand, creative studio Otherway, and AI-powered insights platform CultureLab. 

Freedman, who previously founded Host and One Green Bean, is positioning the group as an alternative to traditional holding companies.

In Australia, Amplify will retain its team and local leadership, with added access to shared group resources.

Lead image: Jonathan Emmins (left), founder and global CEO at Amplify, with Anthony Freedman, founder and CEO of Common Interest.