MG Empower at SXSW 2025

MG Empower is partnering with  SXSW 2025 and joins the event’s official line-up for the third time. Founder & CEO Maira Genovese takes the stage on March 7th to host the session “From a Coffee Shop to a Global Agency: The Unspoken Lessons”, where she will share her journey from launching a business in a coffee shop to building a global integrated agency.

This exclusive talk will cover business growth, marketing strategies, and leadership as Maira breaks down real challenges and decisions that shaped MG Empower and her entrepreneurial trajectory.

Whether you’ll be on the ground in Austin or watching online later, here’s what you can expect from this presentation.

From a Coffee Shop to a Global Agency

In 2017, Maira Genovese launched MG Empower from a coffee shop in South London. She saw a gap in the market and recognised that influencer marketing would redefine how brands connect with consumers. At the time, many companies were hesitant to shift their focus to digital creators, but she believed they would soon play a central role in marketing strategies worldwide.

With that vision, she built an agency that prioritised creativity, data-driven strategies, and a results-focused approach. Two years later, MG Empower had already expanded into six markets. The agency worked with brands like TikTok, Chopard, and Bumble, leading campaigns that helped businesses engage with global audiences. This rapid growth was not by chance. It was the result of an approach that combined market insight with strategic risk-taking. The agency’s ability to deliver strong outcomes led to an 80% client retention rate, reinforcing its reputation as a trusted partner in integrated influencer marketing.

Growing a business is not just about having a great idea. It requires the right strategies, the ability to take risks, and the confidence to challenge industry norms. What can you learn from her journey? How can you apply these lessons to your own business? This session will provide practical takeaways on global branding insights, audience engagement, and the future of integrated influencer marketing.

Disrupting the Industry with Smart Strategies

Success in marketing also comes from understanding cultural shifts. MG Empower recognised early that influencer marketing could go beyond social media. By integrating influencers into major brand campaigns and global events, it proved their impact matched that of celebrities.

At SXSW 2025, Maira Genovese will also share the behind-the-scenes of this journey, reflecting on how MG Empower challenged industry norms to keep businesses culturally relevance and adaptable to new scenarios.

Building a Business with Purpose and Impact

Growth means more than just expanding a business. It means creating something that matters. From the start, MG Empower focused on impact-leading campaigns that promote inclusion and empowering female entrepreneurs.

At SXSW 2025, Maira Genovese will break down how brands can integrate purpose into their business model. She will share how MG Empower built a majority-female workforce, launched initiatives to support underrepresented voices, and partnered with brands that share these values.

Expect practical global branding insights that help companies create impact while staying competitive.

The Future of Business & Marketing

Maira Genovese’s journey is one of resilience, bold decision-making, and strategic growth. At SXSW 2025, she will share the lessons that helped her scale MG Empower into a global agency – that continues to push boundaries, taking integrated influencer marketing beyond social media and into global brand-building. 

The SXSW 2025 session will be valuable for businesses looking to grow by embracing change, focusing on authenticity, and connecting with their audiences meaningfully.

Join us on March 7th, 4 PM – tickets are available at the SXSW website.