Creative Agency MIRIMAR Joins Group in Equity Partnership
The firm retains independence while gaining group scale, offering a new model for agency owners looking to grow without VC.
Updated on Oct. 22, 2026 in Remote Work
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Common Interest has acquired a minority stake in the independent creative agency MIRIMAR, with an established path toward majority ownership. The deal creates a shared equity structure while allowing the Los Angeles-based firm to continue operating independently.
Why it matters
The partnership signals a move by independent creative firms to gain access to larger group resources without losing operational autonomy. For agency owners, this structure offers a model for scaling and succession planning through cross-equity alignment rather than traditional private equity investment.
The deal formalizes a shared equity structure between the two firms following MIRIMAR's 2019 founding in Los Angeles and Common Interest's 2023 inception. The agreement marks the second significant expansion for Common Interest in recent months, following its partnership with SISTER Group in September 2026.
The players
MIRIMAR
An independent creative agency headquartered in Los Angeles with an operational base in New York.
Common Interest
A United Kingdom-founded agency group established in 2023 that operates without private equity or venture capital investors.
Luke McKelvey
The chief executive officer of MIRIMAR who oversees the agency's creative direction and operations.
John McKelvey
The chief creative officer of MIRIMAR responsible for the agency's output and brand strategy.
The details
Under the new structure, partners and founders at MIRIMAR have become equity holders in Common Interest to align long-term incentives. Common Interest intends to combine its scale with the independent creative leadership of MIRIMAR, which will maintain its current operational workflow and brand identity. Clarity served as the advisor on the transaction for MIRIMAR.
Timeline
2019: MIRIMAR was founded in Los Angeles.
2023: Common Interest was founded in the United Kingdom.
September 2026: Common Interest partnered with SISTER Group.
October 2026: MIRIMAR joined Common Interest.
Market Landscape
This transaction follows the growth pattern established by the Common Interest partnership with SISTER Group earlier this fall. It highlights an emerging trend of agency groups scaling through equity-linked partnerships rather than traditional VC-backed acquisitions.
Agency operators should evaluate how shared equity models affect their decision-making control compared to traditional outside investment. The arrangement demonstrates a specific strategy for maintaining operational independence while leveraging the reach of a larger partner network.
The takeaway
The MIRIMAR deal illustrates that independent shops are increasingly prioritizing ownership alignment to scale without ceding control to private equity. Owners should track the development of similar non-VC group structures as a benchmark for potential exit or expansion strategies in the creative sector.
Further reading
For more on evolving agency business models, see Remote Work.
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