MARKETING STRATEGY

Leading Global Influencer Marketing Agency, MG Empower acquired by US-headquartered Amyris, Inc.

MG Empower | August 31, 2021

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.

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.

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."

About Amyris
Amyris is a science and technology leader in the research, development, and production of sustainable ingredients for the Clean Health & Beauty and Flavors & Fragrances markets. Amyris uses an impressive array of exclusive technologies, including state-of-the-art machine learning, robotics, and artificial intelligence. Our ingredients are included in over 3,000 products from the world's top brands, reaching more than 200 million consumers. Amyris is proud to own and operate a family of consumer brands all built around its No Compromise promise of clean ingredients: Biossance clean beauty skincare, Pipette clean baby skincare, and Purecane™, a zero-calorie sweetener naturally derived from sugarcane.

Spotlight

Every digital strategy model has an “Insights” stage, where we collect and analyse information about the environment we are operating in. This is often referred to as the “Situational Analysis” in models like SOSTAC (Copyright P.R.Smith) and gives is the strategic insights we need to make sensible strategic, tactical and resource plans.


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Spotlight

Every digital strategy model has an “Insights” stage, where we collect and analyse information about the environment we are operating in. This is often referred to as the “Situational Analysis” in models like SOSTAC (Copyright P.R.Smith) and gives is the strategic insights we need to make sensible strategic, tactical and resource plans.

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