Commoninterest.co (our website) is provided by Common Interest Group Limited (trading as Common Interest) (we, our or us). We are the controller of personal data obtained via our website, meaning we are the organisation legally responsible for deciding how and for what purposes it is used.

We take your privacy very seriously. Please read this privacy policy carefully as it contains important information on who we are and how and why we collect, store, use and share any information relating to you (your personal data) in connection with your use of our website. It also explains your rights in relation to your personal data and how to contact us or a relevant regulator in the event you have a complaint.

We collect, use and are responsible for certain personal data about you. When we do so we are subject to the UK General Data Protection Regulation (UK GDPR). We are also subject to the EU General Data Protection Regulation (EU GDPR) in relation to goods and services we offer to individuals in the European Economic Area (EEA).

Given the nature of our website, we do not expect to collect the personal data of anyone under 13 years old. If you are aware that any personal data of anyone under 13 years old has been shared with our website please let us know so that we can delete that data.

This privacy policy is divided into the following sections:

  • What this policy applies to
  • Personal data we collect about you
  • How your personal data is collected
  • How and why we use your personal data
  • Marketing
  • Who we share your personal data with
  • How long your personal data will be kept
  • Cookies and other tracking technologies
  • Your rights
  • Keeping your personal data secure
  • How to complain
  • Changes to this privacy policy
  • How to contact us
  • Do you need extra help?

What this policy applies to

This privacy policy relates to your use of our website only.

Throughout our website we may link to other websites owned and operated by certain trusted third parties to make certain additional products and services available to you). Those third party websites may also gather information about you in accordance with their own separate privacy policies. For privacy information relating to those third party websites, please consult their privacy policies as appropriate.

Personal data we collect about you

The personal data we collect about you depends on the particular activities carried out through our website. Accordingly, we may collect and use the following personal data about you:

  • first and last name
  • email address
  • address
  • telephone number
  • your billing information, transaction and payment card or other payment method information
  • bank account and payment details
  • account details, such as username and login details

You must provide certain personal data to use our website and the services on it unless we tell you that you have a choice.

Sometimes you can choose if you want to give us your personal data and let us use it. Where that is the case we will tell you and give you the choice before you give the personal data to us. We will also tell you whether declining to share that personal data will have any effect on your use of our website or any services on it.

We collect and use this personal data for the purposes described in the section ‘How and why we use your personal data’ below.

How your personal data is collected

We collect personal data from you:

  • directly, when you enter or send us information, such as when you register with us, or contact us (including via email),  and 
  • indirectly, such as your browsing activity while on our website; we will usually collect information indirectly using the technologies explained in the section on ‘Cookies and other tracking technologies’ below

How and why we use your personal data

Under data protection law, we can only use your personal data if we have a proper reason, e.g.:

  • where you have given consent
  • to comply with our legal and regulatory obligations
  • for the performance of a contract with you or to take steps at your request before entering into a contract, or
  • for our legitimate interests or those of a third party

A legitimate interest is when we have a business or commercial reason to use your personal data, so long as this is not overridden by your own rights and interests. We will carry out an assessment when relying on legitimate interests, to balance our interests against your own. You can obtain details of this assessment by contacting us (see ‘How to contact us’ below).

The table below explains what we use your personal data for and why.

What we use your personal data forOur reasons
Creating and managing your account with usTo perform our contract with you or to take steps at your request before entering into a contract
Providing products and services to youTo perform our contract with you or to take steps at your request before entering into a contract
Enforcing legal rights or defend or undertake legal proceedingsDepending on the circumstances: —to comply with our legal and regulatory obligations —in other cases, for our legitimate interests, i.e. to protect our business, interests and rights
Customising our website and its content to your particular preferences based on a record of your selected preferences or on your use of our websiteDepending on the circumstances: —your consent as gathered — see ‘Cookies and other tracking technologies’ below —where we are not required to obtain your consent and do not do so, for our legitimate interests, i.e. to be as efficient as we can so we can deliver the best service to you at the best price If you have provided such a consent you may withdraw it at any time (this will not affect the lawfulness of our use of your personal data in reliance on that consent before it was withdrawn)
Retaining and evaluating information on your recent visits to our website and how you move around different sections of our website for analytics purposes to understand how people use our website so that we can make it more intuitive or to check our website is working as intendedDepending on the circumstances: —your consent as gathered — see ‘Cookies and other tracking technologies’ below —where we are not required to obtain your consent and do not do so, for our legitimate interests, i.e. to be as efficient as we can so we can deliver the best service to you at the best price If you have provided such a consent you may withdraw it at any time by [insert details as appropriate] (this will not affect the lawfulness of our use of your personal data in reliance on that consent before it was withdrawn)
Communications with you not related to marketing, including about changes to our terms or policies or changes to the products and/or services or other important noticesDepending on the circumstances: —to comply with our legal and regulatory obligations —in other cases, for our legitimate interests, ie to be as efficient as we can so we can deliver the best service to you at the best price
Protecting the security of systems and data used to provide the servicesTo comply with our legal and regulatory obligations We may also use your personal data to ensure the security of systems and data to a standard that goes beyond our legal obligations, and in those cases our reasons are for our legitimate interests, ie to protect systems and data and to prevent and detect criminal activity that could be damaging for you and/or us
Statistical analysis to help us understand our customer baseFor our legitimate interests, i.e. to be as efficient as we can so we can deliver the best service to you at the best price
Updating and enhancing customer recordsDepending on the circumstances: —to perform our contract with you or to take steps at your request before entering into a contract —to comply with our legal and regulatory obligations —where neither of the above apply, for our legitimate interests, eg making sure that we can keep in touch with our customers about existing orders and new products
Disclosures and other activities necessary to comply with legal and regulatory obligations that apply to our business, e.g. to record and demonstrate evidence of your consents where relevantTo comply with our legal and regulatory obligations
Marketing our services to existing and former customers For our legitimate interests, ie to promote our business to existing and former customers See ‘Marketing’ below for further information
To share your personal data with members of our group and third parties that will or may take control or ownership of some or all of our business (and professional advisors acting on our or their behalf) in connection with a significant corporate transaction or restructuring, including a merger, acquisition, asset sale, initial public offering or in the event of our insolvency In such cases information will be anonymised where possible and only shared where necessaryDepending on the circumstances: —to comply with our legal and regulatory obligations —in other cases, for our legitimate interests, i.e. to protect, realise or grow the value in our business and assets

Marketing

We will use your personal data to send you updates (by email, text message, telephone or post) about our products and services, or new products and services.

We have a legitimate interest in using your personal data for marketing purposes (see above ‘How and why we use your personal data’). This means we do not need your consent to send you marketing information. If we change our marketing approach in the future so that consent is needed, we will ask for this separately and clearly.

You have the right to opt out of receiving marketing communications at any time by:

  • contacting us at hello@commoninterest.co
  • using the ‘unsubscribe’ link in emails or ‘STOP’ number in texts,

We may ask you to confirm or update your marketing preferences if you ask us to provide further products or in the future, or if there are changes in the law, regulation, or the structure of our business.

We will always treat your personal data with the utmost respect and never sell or share it with other organisations outside of the Common Interest Group for marketing purposes.

For more information on your right to object at any time to your personal data being used for marketing purposes, see ‘Your rights’ below.Who we share your personal data with

Who we share your personal data with

We routinely share personal data with:

  • other third parties we use to help us run our business, e.g. marketing agencies or website hosts and website analytics providers

We only allow those organisations to handle your personal data if we are satisfied they take appropriate measures to protect your personal data. We also impose contractual obligations on them to ensure they can only use your personal data to provide services to us and to you.

We or the third parties mentioned above occasionally also share personal data with:

  • our and their external auditors, eg in relation to the audit of our or their accounts, in which case the recipient of the information will be bound by confidentiality obligations
  • our and their professional advisors (such as lawyers and other advisors), in which case the recipient of the information will be bound by confidentiality obligations
  • law enforcement agencies, courts, tribunals and regulatory bodies to comply with our legal and regulatory obligations
  • other parties that have or may acquire control or ownership of our business (and our or their professional advisers) in connection with a significant corporate transaction or restructuring, including a merger, acquisition, asset sale, initial public offering or in the event of our insolvency—usually, information will be anonymised but this may not always be possible. The recipient of any of your personal data will be bound by confidentiality obligations

Who we share your personal data with—further information

If you would like more information about who we share our data with and why, please contact us (see ‘How to contact us’ below).

How long your personal data will be kept

Different retention periods apply for different types of personal data but we will not keep your personal data for longer than we need it for the purpose for which it is used.

Cookies and other tracking technologies

A cookie is a small text file which is placed onto your device (e.g. computer, smartphone or other electronic device) when you use our website. We use cookies to improve site performance.

For further information on cookies and our use of them, when we will request your consent before placing them and how to disable them, please see our Cookies Policy.

Your rights

You generally have the following rights, which you can usually exercise free of charge:

Access to a copy of your personal dataThe right to be provided with a copy of your personal data A more detailed explanation of this right under UK law is available here
Correction (also known as rectification)The right to require us to correct any mistakes in your personal data A more detailed explanation of this right under UK law is available here
Erasure (also known as the right to be forgotten)The right to require us to delete your personal data—in certain situations A more detailed explanation of this right under UK law is available here
Restriction of useThe right to require us to restrict use of your personal data in certain circumstances, e.g. if you contest the accuracy of the data A more detailed explanation of this right under UK law is available here
Data portabilityThe right to receive the personal data you provided to us, in a structured, commonly used and machine-readable format and/or transmit that data to a third party—in certain situations A more detailed explanation of this right under UK law is available here
To object to useThe right to object: —at any time to your personal data being used for direct marketing (including profiling) —in certain other situations to our continued use of your personal data, e.g. where we use your personal data for our legitimate interests unless there are compelling legitimate grounds for the processing to continue or the processing is required for the establishment, exercise or defence of legal claims A more detailed explanation of this right under UK law is available here
Not to be subject to decisions without human involvementThe right not to be subject to a decision based solely on automated processing (including profiling) that produces legal effects concerning you or similarly significantly affects you We do not make any such decisions based on data collected by our website A more detailed explanation of this right under UK law is available here
The right to withdraw consentsIf you have provided us with a consent to use your personal data you have a right to withdraw that consent easily at any time You may withdraw consents by emailing hello@commoninterest.co Withdrawing a consent will not affect the lawfulness of our use of your personal data in reliance on that consent before it was withdrawn

For further information on each of those rights, including the circumstances in which they do and do not apply, please contact us (see ‘How to contact us’ below). You may also find it helpful to refer to the guidance from the UK’s Information Commissioner on your rights under the UK GDPR.

If you would like to exercise any of those rights, please email, call or write to us—see below: ‘How to contact us’. When contacting us please:

  • provide enough information to identify yourself such as your full name and email address and any additional identity information we may reasonably request from you, and
  • let us know which right(s) you want to exercise and the information to which your request relates

Keeping your personal data secure

We have appropriate security measures to prevent personal data from being accidentally lost, or used or accessed unlawfully. We limit access to your personal data to those who have a genuine need to access it.

We also have procedures in place to deal with any suspected data security breach. We will notify you and any applicable regulator of a suspected data security breach where we are legally required to do so.

If you want detailed information from Get Safe Online on how to protect your personal data and other information and your computers and devices against fraud, identity theft, viruses and many other online problems, please visit www.getsafeonline.org. Get Safe Online is supported by HM Government and leading businesses.

How to complain

Please contact us if you have any queries or concerns about our use of your personal data (see below ‘How to contact us’). We hope we will be able to resolve any issues you may have.

You also have the right to lodge a complaint with the Information Commissioner in the UK

The Information Commissioner may be contacted using the details at https://ico.org.uk/make-a-complaint or by telephone: 0303 123 1113.

Changes to this privacy policy

We may change this privacy policy from time to time—when we make significant changes we will take steps to inform you by email.

How to contact us

You can contact us by post, email or telephone if you have any questions about this privacy policy or the information we hold about you, to exercise a right under data protection law or to make a complaint.

Our contact details are shown below:

Address: 9 Appold Street, London EC2A 2AP

Email: hello@commoninterest.co

Do you need extra help?

If you would like this policy in another format (for example audio, large print, braille) or language please contact us (see ‘How to contact us’ above).

Close

“Our strategy is not to try to persuade CMOs that are not inclined to think about things in our way to spend budget with Common Interest,” said Freedman. “We’re here to create a new and different option for CMOs who have already come to the conclusion that cultural relevance is a competitive advantage.”

He’s really talking about those marketers who have reached that point in their careers where they recognize the importance of building a strong brand. For many, the pandemic was a moment of clarity. Brand advertising was the key that enabled companies to corkscrew through the inflationary period of the past two years. Time and again, CEOs mentioned on conference calls how the strength of their brands allowed them to pass inflation costs to consumers. Not paid advertising. Not programmatic. Brand strength.

Read More

Holding company Common Interest has launched CultureLab, an AI data platform for brands to help them understand and grow their cultural relevance.

The start-up platform uses AI to analyse more than 1.8 billion cultural data points daily, to find trends and “act as a cultural compass” for brands.

AI and machine learning are a key part of the platform and its capability to mine licensed and anonymised cultural data at scale. Future plans include incorporating generative AI into the tech with a longer-term view of vertically integrating the platform into tools that clients and partners are building.

Read More

Creative and design agency Otherway has become the latest addition to the holding company Common Interest’s stable.

Launched by Anthony Freedman, former chair of Havas in Australia and New Zealand, Common Interest is on a shopping spree, aiming to acquire around 10 businesses during 2024-25. It began last September, when it bought global marketing consultancy TwentyFirstCenturyBrand.

Otherway’s clients include Unilever, Fortnum & Mason and Strongbow, whose branding the agency overhauled last year. Chief Executive Jono Holt, who joins Common Interest’s leadership team, said: “We really see the power of being part of something bigger than us, having done this independently for 10 years. We’ve got one eye on North America.”

Read More

Last week, Common Interest’s entry into the advertising world didn’t shy away from poking a stick at its would-be rivals. Founder Anthony Freedman, former chair at Havas Australia, promised his new venture wouldn’t fall into the same trap as legacy ad networks that are “pursuing a narrowing focus on incremental performance gains driven by data.” It would not be focused on “short-term gains” or “shareholder returns” but would find a new way “to harness the power of creativity in culture to deliver growth in brand and business.”

The pitch: to deliver big, bold creative at the intersection of brand, entertainment, modern media and technology.

But it was the acquisition of TwentyFirstCenturyBrand, the much-hyped trans-Atlantic marketing consultancy set up by ex-Airbnb CMO Johnathan Mildenhall and former chief strategy officer of TBWA\Chiat\Day Neil Barrie, that really gave the manifesto some gravitas.

Read More

TwentyFirstCenturyBrand was founded in 2018 and is led by global chief executive and co-founder Neil Barrie and chairman and co-founder Jonathan Mildenhall. Campaign spoke to the duo about selling their business to the new kid on the block.

What made you decide to become part of a holding company, and a new one at that? What was it about the Common Interest proposition that attracted you?

Barrie: "The proposition of a collective specifically designed to help brands grow in popular culture is refreshing and necessary. While we knew from our earliest days that we might need to become part of something bigger to achieve our goals for TwentyFirstCenturyBrand, a traditional holding company did not feel right.

Common Interest has a unique ambition and Anthony is a unique leader. He immediately understood not only the work we do but our culture and our values. We are a people-first business and we'll do our best work by building on our values, not by diluting them. Anthony's integrity and ability to build progressive and creative teams is renowned among those he's worked with. Under his leadership, Common Interest will supercharge our offer without diluting what makes us special.”

Read More

Anthony Freedman, the former chair of Havas in Australia and New Zealand, has launched a London-headquartered holding company called Common Interest and announced its first acquisition – global marketing consultancy TwentyFirstCenturyBrand.

Freedman, who has also founded businesses including One Green Bean, described privately funded Common Interest as a group with a "mission to build brands in popular culture", one that eschews a traditional paid media approach.

Common Interest is funded by nine investors (none of whom owns a stake greater than 20%), including chief executive and founder Freedman, from across the "worlds of film, entertainment, tech, media, gaming and advertising”.

Freedman described Common Interest's mission as generating "ideas that are bigger than advertising", that "aren't going to rely predominantly on paid media to reach audiences" and that are "fundamentally looking to build connections by tapping into popular culture”.

Read More