Brands Shift Work to New Agencies, Challenge Them to Take Media-Neutral Approach


Industry Trend Brings Empower MediaMarketing $30 Million LCA-Vision Account on the Heels of 2nd Best New Business Year in Agency’s History

CINCINNATI, April 7, 2010 – Emerging from the economic downturn, major brands are shifting media and marketing responsibilities to a new breed of agencies to get more effective strategies from a media-neutral approach that more closely aligns creative with media to address the impact of digital on all media channels.

“Navigating a constantly evolving media and channel environment, today’s clients are gravitating to fewer agency partners and holistic, channel-neutral communications planning where creative and media are aligned at the get go and digital is at the core,” said Catherine Bension, CEO of agency search firm SelectResources International. “Finding one media firm that can bring best in breed capabilities and experience across the digital realm including social media, mobile emerging media and search is key.”

Empower MediaMarketing is a beneficiary of this trend. Empower, which celebrated its 25th anniversary in February, announced that it is already building on its second best new business year ever in 2009 with a major, Q1 account win to start 2010.

Empower has been assigned digital creative and all media planning and buying duties by LCA-Vision Inc. (Nasdaq: LCAV), a leading provider of laser vision correction services under the LasikPlus® brand. Last year, LCA-Vision spent in excess of $30 million on media placement.

“We chose Empower because of their understanding of our business and their ability to integrate all media channels down to the local level,” says Bharat Kakar, vice president of marketing at LCA-Vision. “With the assistance of Empower, we expect to continue to grow our business at our 62 existing vision centers across the U.S.”

The win puts Empower ahead of its new business pace in 2009, when the agency recorded its second best growth year on record by landing more than a dozen accounts including Hoover, Rustoleum, T. Marzetti and several brands from The Sunny Delight Beverages Company, including Fruit Simple, Bossa Nova, Fruit2O and Fruit2O Essentials.

“Empower’s recent success can be attributed to brands like LCA-Vision who understand the benefit of talking to and with their consumers using an integrated mix of media and marketing services,” said Jim Price, Empower MediaMarketing’s president. “To do this it is critical that brands see digital as a thread through all media channels as opposed to its own media channel.”

Empower’s media and marketing services include media planning and buying, a full-service digital practice, word of mouth marketing, social media marketing, media marketing strategy and consulting, and a consumer insights group that offers consumer research, ROI analysis and several proprietary analytic tools.

About LCA-Vision Inc./LasikPlus®
LCA-Vision Inc., a leading provider of laser vision correction services under the LasikPlus® brand, operates 62 LasikPlus® fixed-site laser vision correction centers in 29 states and 45 markets in the United States. Additional company information is available at www.lca-vision.com and www.lasikplus.com or on Twitter and Facebook.

About Empower MediaMarketing
Empower MediaMarketing specializes in communicating to and with its clients’ customers through an integrated combination of media. For more information, visit us at the Empower web site, or join the conversation at our blog, Social Study, on Facebook or via Twitter.

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