MG Empower

#2024 marked a year of excellence in our integrated approach, delivering multiple projects across influencer marketing, social media, brand experiences, creative and strategy. From crafting campaigns worldwide to driving impact for businesses across diverse industries, our teams consistently set benchmarks in quality and innovation. Each moment translated the commitment to connect brands and audiences through remarkable activations, led by creativity, precision, and our unique understanding of cultural movements. All delivered with energy like no other. Thank you for joining us on this journey. To another year going BEYOND. ✨

The Drum gathered a group of marketing professionals in a roundtable panel to discuss the lay of the land in 2024. Our Senior Creative Strategist Edward Ogunrinde joined the conversation to reflect on the trends that defined this year and how they should help shape 2025's movements. Among the highlights, the panel touched on the challenges of a microtrends era, cultural moments' impact and community-led marketing. Deep dive into each of them:

A collaborative partnership between Bumble Inc. #UK and #RealHousewivesOfClapton led to another #IRL event built to engage authentic connections and conversations: the first annual quiz night. Our experts supported the moment with a strategic influencer activation, welcoming a selection of singletons and the #BumbleGirls ambassadors to take part. Inspired by Bumble's universe, the quiz included categories for dating, London life and love - setting a moment for fun and bonding hosted by influencer #HannahCrosbie. The event was produced by the RHOC with exciting branding, aligned with the meme's page personality and local communities, all captured by our audio & visual teams. Play to get the vibes! 🐝

For this episode of #BeyondMarketing podcast, we welcomed #ASICS Executive VP Gary Raucher for a deep dive into the brand's world - from purpose to marketing tactics. Along with our Founder & CEO Maira Genovese and Head of Strategy Joseph McElligott, the conversation explored ASICS strategy to balance vision and heritage with innovative applications - such as AI. Gary reflects on the positives and negatives of this technology while touching on the impact of humanised activations to lead brand positioning and community connections. Discover all the insights: https://lnkd.in/e3wA6D3Q

Our digital strategy for Avon UK led to remarkable results in November with over 2.1M views on the brand's TikTok account. Sensorial content showcasing the wide range of make-up products was at the core of the editorial direction developed to connect Avon's portfolio to audiences’ prepping for the #Holiday season. To make it happen, our in-house social media and content production experts brought to life a selection of engaging festive swatching pieces, entertaining and educating beauty lovers about products’ shapes, textures and colours. Follow @avon_uk on TikTok to discover more! #Beauty #MakeUp #SocialMedia #Strategy #ASMR #DigitalMarketing Cover picture: Avon.

What will social media look like in a world without screens? In September this year, Mark Zuckerberg released the AR glasses #Orion - a preview of what should replace the black boxes screens we have today. Following it, our Head of Strategy Joseph McElligott explored the potential transition from screen-based interactions to immersive spatial interfaces to predict the impact of this release on social media. For The Drum, he dived into the topic to bring 3 key predictions: 👉🏽 New creation techniques 👉🏽 Hyperpersonalised and contextualised content 👉🏽 Usage change from passive to active Discover more about each of them: https://lnkd.in/exw-n67q

Our #2024 was moved by commitment and union. We pushed boundaries, embraced challenges and delivered impeccable projects and campaigns with excitement and fulfilment. So our end-of-year celebration translated just that: the shared energy that inspired us throughout the past months. May the season renew it, so we can - along with our clients and partners - continue this journey together. ✨

#ASICS Executive VP Gary Raucher is our guest in this episode of #BeyondMarketing podcast for an inspiring conversation about the innovative marketing strategies behind the brand's success. Hosted by our Founder & CEO Maira Genovese and Head of Strategy Joseph McElligott, Gary dives into the key pillars driving #ASICS’ authority in the industry - such as authenticity, storytelling and a new perspective on consumers’ relationship with sports - led by a genuine approach to community building and nurturing. The full episode is out - listen or watch now: https://lnkd.in/eKbTNSpe

The line between #online and #IRL is thinner than ever, as audiences constantly toggle between both spaces. While to first catch attention, brands must stand out, retaining it in the long term requires the development of more strategic journeys as a way to integrate interactions across the consumer cycle. Once a standalone strategy, experiential marketing has evolved into an integrated powerhouse that fuels deeper connections, amplifies brand narratives, and delivers long-term #ROI. In this article, our Senior Client Director Steff Garrard explores how integrated experiential marketing is rewriting the rules - and why it should be at the heart of your next big move:

Celebrate the season out loud with Sol de Janeiro ☀️ We've partnered with the brand for another memorable activation, this time in #NewYork.  Our experience and production experts created a full sensorial paradise to highlight Sol de Janeiro's exclusive product selection for the season and invite audiences to get in the holiday spirit with a Brazilian flair. The event was built around a fully interactive journey where every touch point was integral to the next, all inspired by the traditional “Amigo Oculto” dynamics - a #Christmas classic in Brazil. Attendees were immersed in the brand's universe, engaging with different elements - from photo moments to gifting stations, while deepening their knowledge of the portfolio. Here's how it went!