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# Sister Group takes minority stake in branded entertainment firm Common Interest
- URL: https://www.medianexis.com/sister-group-takes-minority-stake-in-branded-entertainment-firm-common-interest/
- Published: 2026-09-23T23:55:39.000Z
- Updated: 2026-09-23T23:55:39.000Z
- Description: Variety’s Alex Ritman reports that Jane Featherstone and Elisabeth Murdoch’s Sister Group has struck a strategic partnership with London’s Common Interest, taking a minority investment.
- Author: The Signals Desk
- Tags: Agencies, Alex Ritman, Variety: Sister partners with Common Interest branded entertainment

**Why it matters.** Brands gain earlier access to entertainment development pipelines, shifting them from ad buyers to co-creators of IP.

*Signal from* [*variety.com*](https://variety.com/?ref=medianexis.com) *·* [*Alex Ritman*](https://www.medianexis.com/tag/by-alex-ritman/) *·* [*read the original*](https://variety.com/2026/film/global/sister-group-strikes-partnership-company-common-interest-1236872327/?ref=medianexis.com)*.*