Neil Barrie

Neil Barrie is a prominent figure in the marketing and branding industry, currently serving as the Global Chief Executive Officer and Co-Founder of TwentyFirstCenturyBrand, a global marketing consultancy. In September 2023, TwentyFirstCenturyBrand was acquired by Common Interest, a newly formed holding company focused on building brands in popular culture, where Barrie continues to play a significant leadership role.124

Background and Career

Before co-founding TwentyFirstCenturyBrand in 2018, Barrie held the position of Chief Strategy Officer at TBWA\Chiat\Day, a well-known advertising agency. His extensive experience in strategic marketing has positioned him as a key player in the industry, particularly in understanding how brands can effectively engage with cultural trends and consumer behavior.23

Vision and Leadership at Common Interest

At Common Interest, Barrie emphasizes a people-first approach, aiming to foster a collaborative environment that prioritizes creativity and cultural relevance over traditional advertising methods. He has expressed enthusiasm about the potential of Common Interest to supercharge the offerings of TwentyFirstCenturyBrand while maintaining its core values.34 Under his leadership, the consultancy has gained recognition for its innovative strategies that cater to both emerging startups and established giants like Google and PepsiCo.45

Notable Achievements

• Co-Founded TwentyFirstCenturyBrand: The consultancy has quickly established itself as a leader in brand strategy, particularly known for its work with culturally relevant companies.
• Acquisition by Common Interest: This acquisition allows for greater resources and capabilities to help brands grow in an increasingly complex market landscape.13
• Focus on Cultural Relevance: Barrie's work is characterized by a commitment to helping brands connect authentically with consumers through cultural insights and innovative marketing strategies.24

Neil Barrie's leadership is marked by a dedication to fostering creativity and cultural engagement, making him a significant figure in the evolving landscape of brand marketing.