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Zaxby’s Names Empower Media Agency of Record

CINCINNATI – (October 24, 2022) – With more than 900 locations, Zaxby’s is hungry for growth. The assignment: how could a partnership with Empower expand Zaxby’s media footprint and help double the business in five years? Through a rigorous pitch process and multiple marketing impact models, the leading independent agency proved there was a better way to transform the premium quick-service restaurant’s business. As Media AOR, Empower will lead local and national data-driven planning and buying as well as drive effective utilization of first-party data.

“Zaxby’s is entering a new phase of growth which requires forward thinking strategic partners, particularly as media consumption evolves,” said Patrick Schwing, chief marketing & strategy officer, Zaxby’s. “We are raising the bar on media planning, modeling, and measurement to deliver strong marketing investment returns for our system. Empower is the right partner to plan and buy our media in both national and in local Co-Op markets. They have a strong track record of leading with consumer insights to build data-driven media plans,” Schwing said.

“With Empower’s extensive experience in working with growth-oriented brands that require new innovative approaches to media, we have the experience and expertise to get Zaxby’s where they want to be,” said Jim Price, President and CEO at Empower. “Our shared values of transparency and people-driven culture will make for a very exciting and meaningful partnership,” Price said.

Based in Athens, Georgia, Zaxby’s will be close to Empower’s new Atlanta office in West Midtown. Located inside The Interlock building, Empower welcomed employees into the new space in mid-October and plan to host a larger launch party in 2023.

About Zaxby’s

Founded in 1990, Zaxby’s is committed to serving delicious chicken fingers, wings, sandwiches and salads in a fun, offbeat atmosphere where customers are considered friends. For the second year in a row, Zaxby’s iconic Signature Sandwich won Thrillist’s 2022 Fasties Award for Best Fried Chicken Sandwich. Zaxby’s has grown to more than 900 locations in 18 states and is headquartered in Athens, Georgia. For more information, visit zaxbys.com or zaxbysfranchising.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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