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Newell Brands Names Empower US Media Agency-Of-Record

CINCINNATI (May 3, 2021) – The leading global consumer goods company, Newell Brands, names Empower its US Media AOR. While Newell is comprised of 25 well-known brands, Empower will first focus on Rubbermaid®, Calphalon®, FoodSaver ®, Sharpie®, Ball ® and Paper Mate®. Newell was drawn to Empower’s structure and ability to be a hybrid partner – having agency partners work in its office while leveraging agency-wide talent across Cincinnati and Chicago.

“We’re looking forward to working with Empower, The Un-Holding Company,” said Emily Bavaro, VP Marketing Operations & Ecommerce Marketing. “We appreciate Empower’s audience-first, data-driven approach to planning, creation and activation. Their level of sophistication and experience in this area will enable us to harness all of our brand’s data points and use them in meaningful ways,” she said.

Empower’s approach consists of combining 1st and 3rd party data, primary research, syndicated research and Fast Data from search, social and web analytics to create a detailed map of the consumer journey. Empower then applies specialized market insights to identify the main opportunities to engage consumers throughout that journey – at the right places, times and with the right message.

“Our companies have similar values – putting people and culture at the center of everything we do,” said Rob FitzGerald, president and chief operating officer at Empower.

About Newell Brands

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Marmot®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Rubbermaid Commercial Products®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, Mapa®, Spontex® and Yankee Candle®. Newell Brands is committed to enhancing the lives of consumers around the world with planet-friendly, innovative and attractive products that create moments of joy and provide peace of mind. Additional information about Newell Brands is available on the company’s website, www.newellbrands.com.


About Empower Media 

America’s largest woman-owned media agency

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 a highly awarded and respected media agency. We are a multi-year recipient of “Agency of the Year” from MediaPost and Campaign US with honors from Ad Age and Adweek.

Our senior and experienced integrated team of Communications Strategy, Media Innovation, Media Planning and Buying, Creative, Marketing Scientists, Influencer Marketing and Data-Analytics work in collaboration on our client’s business daily.

Empower’s client tenure rate is unmatched–3X the industry average. Our clients include Tempur Sealy, Wendy’s, Brooks Running, Fifth Third Bank, Gorilla Glue, O'Keeffe's, E.W. Scripps, Jack Link’s, VTech, Bush Brothers, Zaxby’s, GNC, Famous Footwear, Ashley, LIXIL, O-Cedar, Rust-Oleum and RoC Skincare.

Empower Media is woman-run (67% female) and woman-owned – making it the largest woman-owned media agency in America.

Our offices are in Chicago, Cincinnati, Atlanta, New York, Houston and Palm Beach.

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