Influencer Marketing Agency MG Empower acquired by Amyris

Acquisition Fuels World-Class Platform to Drive the Future of Brand Marketing and Communication Powered by State-of-the-Art Digital Innovation
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Leading global influencer marketing agency, MG Empower has been acquired by US-headquartered Amyris, a leading synthetic biotechnology company active in the Clean Health, Beauty and Wellness markets through its consumer brands and a top supplier of sustainable and natural ingredients.

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Founded by Maira Genovese in 2017, MG Empower is the influencer marketing and digital innovation partner to some of the world’s most influential brands, including Amyris, Bumble, Chopard, StarzPlay, Deliveroo and TikTok Bytedance.

From its global headquarters in London and operating across five continents, the agency has built a powerful proprietary influencer CRM and a network of over 1 million influencers, producing innovative, award-winning influencer marketing campaigns that have reached over a billion people.

MG Empower has generated multimillion-pound annual revenues, doubling consecutively year-on-year for the past three years.

A Unique Operating Model

Amyris, Inc’s acquisition of MG Empower represents its continued investment in the future of marketing innovation by establishing a unique operating model that places digital technology and influencer marketing at the core of its future growth strategy, which is underpinned by the appointment of MG Empower’s founder, Maira Genovese, to the Executive Board.

MG Empower will operate as an independent entity within Amyris, Inc. and will continue to serve and expand its broad portfolio of international clients. Maira Genovese will assume the role of President, and John Melo, Director, President & Chief Executive Officer at Amyris and Anne Myong, will join MG Empower as directors.

John Melo, President and Chief Executive Officer, Amyris, commented: “It is with great pleasure that we welcome Maira Genovese and her team at MG Empower to the Amyris family. We are committed to developing a best-in-class platform to serve the world’s most influential brands, to drive the future of brand marketing powered by digital innovation and in MG Empower, we have found the perfect partner to realise our collective ambition.”

Building For the Future

MG Empower has changed the way brands behave, disrupting the traditional marketing model and generating exceptional results by capitalizing on rapidly evolving customer preferences for content and communication. The acquisition by Amyris will support the expansion of MG Empower’s global footprint, its ability to scale new business lines and invest in developing its proprietary technology.

Maira Genovese, President, MG Empower, commented: “I am delighted to join John Melo and his team at Amyris, whose expertise in unlocking brands of the future through state-of-the-art innovation and with no compromise to people and planet, is unmatched. Our shared vision and values provide a robust foundation from which to scale a unique operating model that retains independence for both the respective Amyris and MG Empower’s businesses and provide exceptional influencer marketing innovation to the world’s most influential brands.”

Ms Genovese continued: “MG Empower is on a mission. Our journey began with an opportunity to mobilize the then rising phenomenon of the ‘influencer.’ Today, we transition from influencer marketing agency to global digital innovation powerhouse – I couldn’t be prouder of the team.”

Prior to founding MG Empower, Maira Genovese enjoyed a successful track record in marketing and communications in her native Brazil and Europe for global brands, including American Express, Kering, and Value Retail.

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