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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 challenged the media status quo. Decades later, this hustle manifested into what we call Creative Media.

Recognized by The One Show, as Campaign US’s Agency of the Year, as an Ad Age Agency A-List Standout and as MediaPost’s Media Agency of the Year, our integrated team of experts in Creative, Media, Analytics, and Word-of-Mouth Marketing outperforms expectations.

Some of our biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop and PetSmart. 

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. 

While much has evolved in our 35-year history, we remain independent with plenty of Midwest hustle…

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