Amyris, a U.S. based synthetic biotechnology company and a supplier of sustainable and natural ingredients, recently acquired MG Empower, a leading global influencer marketing agency.
MG Empower operates globally with "a network of over 1 million influencers."
"It is with great pleasure that we welcome Maira Genovese and her team at MG Empower to the Amyris family," John Melo the Amyris president and CEO said in a press release. "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 realize our collective ambition."
The feeling was mutual, with Genovese, the president of MG Empower, expressing her excitement at the news of the acquisition.
"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," Genovese said. "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. 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."
The London-based company will continue to operate as an independent entity under Amyris. Amyris is a U.S. health and beauty research and development company. MG Empower was founded by Genovese in 2017 and since, has partnered with several brands including Bumble, Chopard, StarzPlay, Deliveroo and TikTok Bytedance.