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American Standard Names Empower US Media Agency-of-Record
Parent Company LIXIL also awards DXV and GROHE Brands to The-Un-Holding Company.

CINCINNATI (April 8, 2021) – LIXIL Corporation, the global leader in housing and building materials, products and services, best known for kitchen and bath brands American Standard, DXV, and GROHE names Empower its Media AOR. The announcement comes on the heels of the award-winning #Flush2020 social campaign Empower ideated and executed for American Standard. The Un-Holding Company was named Social Media AOR last Spring by American Standard, which included paid media and creative responsibilities.

“In working with Empower on American Standard’s social media, the agency has helped us to get closer to our consumers and professional customers while positioning us differently in the market,” said Noelle Giblin, Leader of the American Standard brand. “Empower’s data-driven thinking and proven return-on-investment gives us confidence to compete in today’s market across all of LIXIL’s brands and media channels,” she said.

Empower is leveraging one of its newest products, Culture Tap to help American Standard intersect with relevant DIY trends. In beta-testing, Culture Tap is Empower’s proprietary digital marketing platform that uncovers trending content, topics or themes. Unlike social listening tools, it allows brands to react to real-time moments, instead of creating strategies around moments that have already passed.

Empower is also leading the influencer marketing relationship between American Standard and Olympic gymnast, Shawn Johnson East. The 2008 Olympic gold medalist is renovating her home using American Standard products.

On the philanthropic side of the brand, American Standard didn’t hesitate to help provide relief to Texans lacking water due to the winter snowstorm earlier this year. American Standard partnered with Water Mission and Plumbers Without Borders to help volunteer plumbers come together in Texas by covering food, lodging and other expenses. Empower supported this endeavor by developing organic content and paid media support on social media to help secure volunteers.

“We’re excited to expand our relationship with LIXIL and their house of brands with even more of Empower’s portfolio of offerings,” said Rob FitzGerald, president and chief operating officer at Empower. “Our teams enjoy working on these brands because our clients appreciate partners who push them outside of their comfort zones and together are making waves in this category,” he said.


LIXIL makes pioneering water and housing products that solve every day, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including INAX, GROHE, American Standard, and TOSTEM. Approximately 75,000 colleagues operating in more than 150 countries are proud to make products that touch the lives of more than a billion people every day. Learn more at www.lixil.com and follow us on Facebook and LinkedIn.

About Empower

We are Empower, The Un-Holding Company. Our advantage is simple: Clients first - not shareholders.

From the day we opened our doors in 1985, Empower has always challenged the media status quo.

Empower is MediaPost’s 2021 Creative Agency of the Year, recognized as one of the top independent agencies by Campaign US, a two-time Ad Age Agency A-List Standout (2019 and 2021) and was crowned MediaPost’s 2016 Media Agency of the Year.

Our integrated team of experts in Media, Creative, Analytics and Word-of-Mouth Marketing outperform expectations. Celebrating two Adweek Media All-Star wins, back-to-back, while also being honored by the Webby Awards, The One Show, National ADDYs and ANA REGGIE Awards proves the eclectic talent at Empower is no one-hit wonder.

Empower’s client and employee tenure rate is unmatched - 3X the industry average. Some of our biggest fans include Brooks Running, Conn’s HomePlus, LIXIL (American Standard, GROHE and DXV), Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley, Rust-Oleum, RoC Skincare and Newell Brands.

Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Our Chicago office is located in the city’s bustling River North neighborhood, just steps from the Merchandise Mart. And our newest Atlanta hub is located inside the Interlock in West Midtown.

While much has evolved in our 38-year history, we remain independent with plenty of hustle…

Find us on Twitter, LinkedIn, Facebook, Instagram, TikTok and online.