Moore Kingston Smith advises Common Interest Group on its latest acquisition, Otherway

20 March 2024 / Insight posted in Article

New era holding company Common Interest has again engaged Moore Kingston Smith to advise on the acquisition of Otherway, its second addition since TwentyFirstCenturyBrand joined the group in September 2023.

The group combines the smarts and capabilities of creative agency specialists, tech-enabled marketing services and progressive entertainment companies, to deliver impactful work that is data inspired, creatively driven and culturally connected.

Otherway, established in 2013 with offices in London and San Francisco, is a multi-disciplinary design and communications studio. It counts Unilever, Heineken and Fortnum & Mason, among its many clients.

Since Common Interest’s launch in late 2023, the group has set high expectations in the marketing industry. Led by Anthony Freedman, former chair at Havas Australia and New Zealand, it is creating a 21st century approach to connecting brands and audiences through popular culture, with an ambitious plan to acquire eight more companies in the next 18 months.

Moore Kingston Smith provided Financial and Tax Due Diligence on the acquisition. The team was led by Mike Orton, and supported by Charlie Killingbeck from corporate finance and Thomas Acland from a tax perspective.

Anthony Freedman, Founder and CEO at Common Interest, said: “Moore Kingston Smith brings a compelling combination of deep understanding of the media and marketing sector, strong financial knowledge and an abundance of energy and experience. Together this makes for a smooth transaction”.

Mike Orton, Corporate Finance Partner at Moore Kingston Smith and Transaction Services specialist, commented: “It’s been a pleasure to work with Anthony and his team. Common Interest is bringing a fresh approach to acquisitions within the agency landscape. We are looking forward to continuing our collaboration with them”.

Paul Winterflood, Corporate Finance Partner and Head of Media and Marketing Services M&A at Moore Kington Smith commented: “Anthony and Common Interest Group have an exciting plan for the future based on a clear strategy. The speed and the conviction with which Common Interest is doing things is extremely exciting. We are delighted to be part of their journey”.

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