Global influencer marketing agency MG Empower has been acquired by California-based Amyris, a synthetic biotechnology company and sustainable consumer brand manufacturer in the clean health, beauty and wellness markets.
For Amyris, the acquisition of London-based MG Empower represents its continued investment in the future of marketing by establishing an 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. General manager Bruno Genovese was appointed CEO of the agency also this year.
MG Empower – which provides digital influencer marketing services across five continents to brands including Amyris, Bumble, Chopard and TikTok Bytedance – will operate as an independent entity within Amyris and continue to serve and expand its portfolio of international clients. Genovese will assume the role of president, while Amyris’ director, president and CEO John Melo, and Anne Myong, will join MG as directors.
MG hopes the acquisition by Amyris will help it expand its global footprint, scale new business lines and invest in developing its proprietary technology.
"MG Empower is on a mission," Maira Genovese said in a recent media release. "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."