MGI Entertainment is an Australian marketing agency focused on celebrity partnerships. The company works in advertising, public relation campaigns and licencing of corporate and clients. It is a strategy house with media, content and production focusing on partnerships, PR and branded entertainment. 

MGI Entertainment focuses on providing and facilitating entertainment marketing services for the Chinese mainland market by building a bridge between Chinese companies and well-known figures in the Western entertainment industry. The company distinguishes itself through its ability to navigate cultural differences and politically sensitive material to help Western brands tap into the Chinese market.  

The company is headquartered in Sydney, Australia with offices in Shanghai and New York.

Company Structure 
MGI Artists is a professional artist consulting agency that connects global artists for advertising, public relation activities, brand endorsements, goodwill and corporate brand building. 

MGI was founded in 2010 by Michael MacRitchie. Other projects include Taste of Australia & New Zealand and Plate for a Mate.

Notable Projects 
In 2013, the company facilitated a partnership between Brad Pitt and Cadillac cars for their campaign leading to a 40% increase in the company’s sales (is this in China specifically, or globally?).  

Following China’s increasing demand for exclusive experiences when travelling, MGI launched Ultimate Experiences, a division where consumers could enjoy “money can’t buy luxury travel and entertainment experiences. Catering to the niche travel market, MGI combines their work with celebrities with exclusive events. 

In 2015 MGI secured a collaboration between JORYA and Jessica Alba. JORYA is an innovative clothing brand made for ambitious, professional females. Jessica Alba was the perfect brand ambassador as a smart, hardworking and successful young businesswoman.

In 2016, MGI partnered Sophie Turner and Giorgio Visconti to create a limited edition product line for the Chinese market. 

In 2017, MGI announced Ronaldinho x GST, a series of street football exhibition games inspired by the professional Brazilian footballer. Football is a game that unites people across different languages, background and socio-economic standing. The campaign follows China’s ambitious plans for football development, scouting for the nation’s best street football team and providing an opportunity to play alongside legends of street football.

In 2019, MGI supported the Australian production shoot of the Chinese reality TV show Viva La Romance in Western Australia. Featuring Zhang Zhiyi, It is one of China’s biggest reality TV shows and is watched by over 130 million people weekly. The series is expected to introduce Chinese viewers to the beauty of Western Australia and lead to increased tourism. It’s appeal to “young, urban, educated women who make up China’s highest spend and earning demographic provides incredible opportunity for Australia that is unparalleled in gaining instant exposure,” MGI’s founding partner Michael MacRitchie states.

In 2019, the company launched ‘Taste of Australia and New Zealand’, seeking to advertise and promote these two countries through Chinese celebrities and influencers. 

In 2020 responding to the COVID-19 pandemic, MGI launched the #Cook2Connect campaign in collaboration with OzHarvest to help raise funds for Australians experiencing food insecurity.

Additionally, MGI successfully launched Australian beauty brand Alpha-H in China. Alpha-H is a global leader in corrective and preventive skincare who collaborated with Chinese designer Masha Ma to advertise the launch of its Liquid Gold essence in China. MGI co-ordinated the launch with Shanghai’s Fashion Week where 20 ‘Alpha’ women and key opinion leaders were selected to wear Ma’s exclusive jewellery design that included Vogue China editor Angelica Cheung, former Elle editor Leaf Greener, celebrity Zhu Zhu and fashion key opinion leader Qian Qian Wu.

In 2021, MGI worked with Australian fashion brand Camilla and the top 20 Chinese influencers in Australia to advertise the Runway Royal collection. Hosted at Crown Sydney, Camilla Franks founder and creative director welcomed the VIP guests in Mandarin. 

Continuing their work in 2020 regarding food insecurity during the pandemic, MGI rebranded #Cook2Connect to Share a Plate with a Mate to support various social causes. Partnering with celebrity chefs like Manu and Clarissa Feildel, Jason Roberts, Tom Walton alongside social media influencers, the campaign is raising awareness about impacts of food insecurity during COVID-19 and raising awareness about mental health. Additionally brands like Perfection Fresh, D’Orsogna, Kenwood, TEFAL, Nature Nate’s Honey, NH Foods Australia and Pataks have joined as sponsors.

People 
Michael MacRitchie is the Founding Partner of MGI Entertainment and the produce of Taste of Australia & New Zealand (China). 

Dr. Ian MacRitchie who received an honorary doctorate from the University Association of the Commonwealth, is the President of MGI. 

Nic Antonio Hallberg is the Business Development Manager who is primarily based in the Shanghai office. With a background in Business Psychology majoring in international management and media psychology & marketing. Hallberg has worked in fitness, fashion, marketing and media. 

Sandra Kaminskaite is MGI’s Creative Director, building creative strategies, brand and identity building, marketing campaigns and project management for clients.

References