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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

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…

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