A decade ago, Ross Green co-founded Embryo with a clear goal: to build a multi-channel digital agency that could stand up to the biggest names in The North West and London.
Today, with over 65 staff and revenues surpassing £5.5 million, Embryo has grown into The Embryo Group, encompassing a trio of specialist agencies; Embryo, Making You Content, and its newest venture, Novaro. This formation represents a strategic move to dominate the evolving digital landscape, particularly the burgeoning field of social commerce.
Green describes Novaro, the Group’s dedicated social commerce company, as “basically the new QVC”; not on television, but powered entirely by TikTok Shop. Novaro represents a fundamental shift in how The Embryo Group helps brands reach consumers.
“My head is blown with the amount of traffic these lives are getting, and the volume of revenue that’s going through,” said Green, referring to the live-streaming sales sessions that are generating substantial returns. “In China, it’s huge, and we’ll follow suit.”
READ MORE: ‘Exciting new chapter’ as The Embryo Group expands with launch of new social commerce agency
Novarro launched at the beginning of 2024, structured as a separate entity with Embryo Group holding a 40% stake alongside co-founder Chris Grimes. This decision was strategic. As Green explained, “Every time we’ve tried to bolt things on, it’s been really hard to launch.”
While services like affiliate marketing and CRM have been successfully integrated into Embryo’s core offerings, social commerce was seen as requiring a fundamentally different approach.
The timing positions The Embryo Group perfectly. While other UK agencies are beginning to dabble in TikTok Shop, Green believes few have secured a strong foothold. By leveraging Embryo’s established brand, decade-long client relationships, and the complementary services of Making You Content (the Group’s content arm), Novaro is well-positioned to become a market leader.
Embryo’s expertise in organic social, paid advertising and integrated marketing strategies as well as Making You Content’s expertise in brand building and content strategies complements Navarro’s social commerce focus, Green added. “They all complement each other very well. There’s no competition between them.”
Embryo’s in-house Supertools
The strategic pivot and expansion of The Embryo Group arrive during a period of profound transition, following the sudden death of co-founder James Welch in May 2025. James’s passing was a devastating loss for the entire agency. However, Green is keen to underscore that the agency’s performance has remained robust, a testament to the enduring foundations and strong processes that James developed and implemented.
The Group’s continued success is, in many ways, an extension of James’s vision and commitment to innovation. His legacy includes the development of several sophisticated, proprietary “Supertools” that continue to provide the team with a competitive edge.
‘These tools deliver invaluable, deep insights into market conditions and competitor positioning, empowering our team to make exceptionally data-driven decisions’.
The next chapter
As The Embryo Group enters its second decade, Green is clear that growth will not come at any cost. “Looking after the team is incredibly important to me,” he added. “The wellbeing of the guys out there is imperative to our future success.”
This commitment to team wellbeing is a foundational element of the Group’s strategy, ensuring that high performance is sustainable. It involves fostering a supportive culture and ensuring the team feel valued and supported.
Year-on-year growth remains the goal, but The Embryo Group is pursuing it through optimised operations rather than simply expanding headcount.
This balanced approach ensures The Embryo Group’s continued expansion is robust, profitable, and supportive of its most valuable asset: its team.
