MG Empower vs IMA

Why brands weigh up MG Empower and IMA

When you look at influencer agencies, two names that often come up together are MG Empower and IMA. Both work with creators worldwide, help brands grow online, and support launches, content, and long term partnerships.

But they feel different in style, focus, and how they work day to day. You are usually trying to answer three questions.

First, who really understands my audience, market, and culture. Second, which partner will move fast without losing brand control. Third, how do I avoid overpaying for pretty reports that don’t move sales or brand love.

This is where a clear look at global influencer marketing partners becomes useful. Instead of buzzwords, you need to know how these agencies actually run campaigns, work with creators, and measure what matters.

What MG Empower and IMA are known for
MG Empower in more detail
IMA in more detail
How the two agencies really differ
Pricing approach and how work is scoped
Strengths and limitations on both sides
Who each agency is best suited for
When a platform like Flinque makes more sense
FAQs
Conclusion
Disclaimer

What MG Empower and IMA are known for

Both agencies help brands grow through creators, but they built their reputations in slightly different ways. Think of them as cousins rather than twins.

MG Empower is widely seen as a multicultural, strategy led shop with strong roots in beauty, luxury, and lifestyle. They have a big footprint across Europe and Latin America, especially Brazil.

IMA, meanwhile, is often associated with polished global work and long running brand relationships, particularly from Amsterdam and across wider European markets.

Each has worked with household names. You will see case studies that include beauty, fashion, tech, and consumer goods brands that want to look modern and social first.

On the surface, both offer content, talent sourcing, and campaign management. Underneath, the differences show up in how deep they go on culture, how they build creator communities, and how they report impact.

MG Empower in more detail

MG Empower is best understood as a culture fluent, story driven partner. They lean heavily into diversity, emerging markets, and emotional brand moments.

Services MG Empower typically offers

While exact menus evolve, MG Empower usually focuses on a few core areas that matter to consumer brands.

Influencer and creator campaigns across Instagram, TikTok, YouTube, and more
Strategy and creative concepts for launches and brand moments
Content creation with creators and production partners
Social media and digital brand storytelling support
Measurement, reporting, and campaign optimization

You will often see them talking about “empowerment” and representation. That tends to show up in casting choices, storytelling angles, and localization.

How MG Empower approaches campaigns

MG Empower tends to build campaigns around culture and local insight. Instead of only asking, “Who has reach,” they focus on, “Who really shapes conversations in this community.”

They often work with a mix of macro stars and smaller but highly trusted voices. Expect them to push for layered storytelling rather than one off posts.

Campaigns usually start with a clear narrative and a hero idea. Creators are then invited to interpret that idea in their own voice, with guardrails to protect brand tone.

The process can include concept development, creator casting, content guidelines, approvals, and live optimization once posts go out.

Creator relationships and talent networks

MG Empower is known for strong access to creators in Brazil, wider Latin America, and diverse communities in Europe and beyond.

They invest in relationships with beauty, fashion, and lifestyle creators who care about representation and social issues, not only product shots.

You can expect them to know who is rising, who has the trust of specific communities, and who can move the needle for inclusive campaigns.

Typical MG Empower client fit

MG Empower tends to be a strong match for brands that care deeply about identity, culture, and story.

Beauty and personal care brands expanding into Latin America or Europe
Luxury and premium lifestyle labels needing aspirational but inclusive storytelling
Consumer brands with multicultural or Gen Z audiences
Companies planning high impact launches or repositioning campaigns

They work best with teams open to bold creative, co created content, and strong points of view on inclusivity.

IMA in more detail

IMA is often described as a polished, data informed agency with deep experience scaling programs for bigger brands.

Services IMA typically offers

Much like MG Empower, IMA offers end to end influencer support, but with a slightly different flavor.

Influencer strategy, casting, and contract negotiation
Content planning and creative production with creators
Always on influencer programs, not only single bursts
Tracking, reporting, and performance driven optimization
Support across multiple regions for global brands

IMA’s work often highlights polished visuals, consistent brand look and feel, and well structured program design.

How IMA runs campaigns

IMA typically leans on structured planning and clear frameworks. They like to define objectives, audiences, and channels before diving into talent.

Once the plan is set, they find creators who fit the brand’s look, values, and expected outcomes. They often favor creators used to working with global names.

Content usually follows a more defined structure with clear deliverables, milestones, and feedback rounds. This can feel reassuring for teams that need predictability.

Performance is tracked closely, with attention to reach, engagement, and, where possible, traffic and sales uplift.

Creator relationships and global reach

IMA’s home base in Amsterdam helps them access creators across Europe and beyond. They also work with talent in North America and other regions.

You will often see them partner with creators who deliver high production value content. Many are used to fashion, lifestyle, and premium brand work.

Their network typically suits brands needing consistent, polished content at scale, rather than solely edgy or experimental storytelling.

Typical IMA client fit

IMA is often a strong fit for brands that want global scale, consistent quality, and reliable structures.

Fashion, lifestyle, and retail brands running ongoing creator programs
Consumer brands needing multi market rollouts across Europe
Companies that value tight planning, deadlines, and reporting
Marketing teams under pressure to show measurable performance

They work best with clients who like predictable processes and clear expectations for content and timelines.

How the two agencies really differ

On paper, both look similar. In real life, the choice often comes down to style, emphasis, and what your brand values most.

Style and creative feel

MG Empower tends to feel more rooted in culture and emotion. You may see bolder casting, storytelling about identity, and local nuance in markets like Brazil.

IMA usually leans toward visually consistent, high polish campaigns with strong brand alignment. Think more “global brand handbook” and tight creative control.

Markets and regional strength

MG Empower’s strength shows up across Latin America and diverse European communities. If you want depth in Brazil or multicultural segments, that can matter.

IMA is often stronger for multi market European programs, especially when a brand wants one partner coordinating across many countries.

Client experience and communication

Both run structured processes, but they may feel different in tone. MG Empower might feel slightly more experimental and story first, while IMA can feel more process driven.

Neither approach is “better.” It depends if your team prefers high creative exploration or tightly planned programs with fewer surprises.

Types of creator rosters

MG Empower leans heavily into diverse, culture forward creators, including many who shape local trends in beauty and lifestyle.

IMA often works with creators aligned with fashion, lifestyle, and polished brand aesthetics, especially in Europe.

Ask each agency for example talent lineups in your category. The difference usually becomes clear once you see the faces and feeds.

Pricing approach and how work is scoped

Neither MG Empower nor IMA sells simple fixed plans. Pricing depends heavily on scope, markets, talent level, and content volume.

How agencies like these usually charge

Most full service influencer partners combine several cost elements into each engagement.

Agency fees for strategy, project management, and reporting
Influencer fees covering content, usage, and exclusivity
Production costs for shoots, editing, and creative assets
Paid media budgets if content is amplified as ads
Additional costs for travel, events, or experiences

Expect custom quotes rather than transparent price lists. Rates change by market, creator demand, and timing.

Retainers versus project based work

Both agencies are likely open to project work for launches and seasonal pushes. However, they often prefer retainers for always on programs.

Retainers can cover ongoing strategy, reporting, and multiple waves of creator content over months. This usually suits brands investing steadily in creators.

One off projects may carry higher relative fees, because the agency has to spin up resources quickly for a limited window.

What tends to influence final cost

Several levers push overall budgets up or down, regardless of which partner you choose.

Number of markets you activate
Creator tier, from micro to global stars
Content volume and format mix
Usage rights, duration, and territories
Need for events, travel, or complex production

If you have a strict budget, be open with both agencies early. They can usually design something tailored instead of a one size fits all plan.

Strengths and limitations on both sides

Every agency choice involves trade offs. Knowing them up front helps you set realistic expectations.

Where MG Empower often shines

Deep cultural fluency, especially in Latin America and diverse markets
Storytelling that goes beyond product to identity and lifestyle
Strong access to beauty, fashion, and lifestyle creators
Ability to build campaigns around empowerment and inclusion

A common concern is whether creative, culture led work will still be tied tightly to sales and business results.

Possible MG Empower limitations

May feel more experimental than some corporate teams prefer
Best suited to brands that value bold narratives over purely functional messaging
Complex multicultural campaigns can require longer planning

Where IMA often stands out

Structured planning and consistent campaign execution across markets
Strong track record with bigger, established brands
High production value content with clear brand alignment
Ability to run always on influencer programs globally

Some marketers quietly worry that very polished work may feel a bit less raw and “native” to social platforms.

Possible IMA limitations

Structured processes can feel rigid for teams that want high experimentation
High production standards may come with higher creator and production costs
May feel more traditional to brands seeking edgy or subcultural storytelling

Who each agency is best suited for

Thinking in terms of “fit” rather than “better” is more useful. Each agency serves a different sweet spot.

When MG Empower is usually a strong fit

You are entering or scaling in Brazil or Latin America.
Your brand values inclusivity, representation, and social storytelling.
You are launching beauty, fashion, or lifestyle products with emotional hooks.
You want creators who deeply understand diverse communities.
You prefer campaigns that feel like culture moments, not just ads.

When IMA is usually a strong fit

You need multi market European campaigns with one central partner.
Your organization values structured project plans and predictable outputs.
You run ongoing influencer activity month after month.
You need polished content that mirrors your global brand guidelines.
You are under pressure to show clear performance metrics and consistency.

When a platform like Flinque makes more sense

Full service agencies are not the only option. Some brands prefer to keep more control in house and use tools instead.

What Flinque typically offers as a platform

Flinque is better thought of as software that helps you find influencers and manage campaigns, without committing to big retainers.

Instead of outsourcing everything, your team uses the platform to discover creators, handle outreach, and track performance within your own processes.

Situations where a platform can beat an agency

Smaller or mid sized budgets, where agency retainers feel heavy
In house teams with time and skills to manage creators directly
Brands wanting to test and learn quickly before scaling with an agency
Companies needing ongoing discovery and tracking, not full creative services

If you enjoy hands on work with creators and want transparency on every cost, platform based setups can be more comfortable.

FAQs

How do I choose between these two agencies?

Start with your markets, budget, and how hands on you want to be. Then look at each agency’s case studies, creator examples, and process. Choose the partner whose strengths mirror your priorities and where the chemistry feels right.

Can both agencies handle global campaigns?

Yes, both can support global brands. MG Empower leans into multicultural and Latin American depth, while IMA often focuses on multi market European strength. For worldwide rollouts, ask each for examples similar to your regions and category.

Do I need a big budget to work with them?

They usually work with brands that can commit meaningful campaign or annual budgets. If funds are tight, consider starting with smaller test projects or using a platform like Flinque to run more focused, in house campaigns.

What should I prepare before speaking to either agency?

Have clarity on target markets, rough budget range, timelines, and key goals such as awareness, engagement, or sales. Bring examples of brands or campaigns you admire. The more focused your brief, the better proposals you will get.

Can I work with a platform and an agency together?

Yes. Some brands use a platform for day to day creator work and bring in an agency for big launches or complex regions. Just make sure roles are clearly defined so you avoid duplicated efforts and confusion for creators.

Conclusion

Deciding between MG Empower and IMA is less about picking a winner and more about choosing the right ally for your goals, markets, and style.

If you care most about cultural depth, diverse communities, and storytelling that feels personal, MG Empower may feel natural. If you need structured, scalable European programs and polished delivery, IMA could match better.

Your budget and appetite for involvement also matter. Bigger, always on programs often justify full service partners. Smaller or experimental efforts may be better run in house with a platform like Flinque.

Whichever route you choose, push for clarity on process, creator examples, and how success will be measured. A good fit will make those answers feel straightforward and reassuring.

Disclaimer

All information on this page is collected from publicly available sources, third party search engines, AI powered tools and general online research. We do not claim ownership of any external data and accuracy may vary. This content is for informational purposes only.