Empower parts with Newell, adds a piece of Freshpet media business

Empower Media, which has seen three accounts leave and a fourth go into review following an ownership change and staff exodus this year, is parting ways with another of its largest accounts, Newell Brands. At the same time, it has picked up its first account win under new ownership, a portion of Freshpet’s media business. Empower has resigned Newell Brands, according to the agency. “Empower resigned Newell in July due to social-only scope, as we are not a social-only agency,” an Empower spokesman said. Newell’s media account is in review, according to several people familiar with the matter. A spokeswoman for Newell didn’t return calls or emails for comment. Ad Age Agency Report 2023 Revenue, listings and analysis for agencies and agency companies Read more here Newell, the marketer of brands that include Ball, Food Saver, Calphalon, Graco, Sharpie, Rubbermaid and Baby Jogger, had measured media spending of nearly $61 million last year and $16.4 million through the first six months of 2023, according to Vivvix, with social media spending from Pathmatics. Empower landed the Newell account in 2021, which was among the factors leading the Cincinnati-based agency to open an Atlanta office, which also services Zaxby’s. That restaurant account was won last year but went into review last month, according to people familiar with the matter. The Empower spokesman said the Atlanta office will remain open, servicing Zaxby’s and Sprouts Farmers Market. On the positive side for the agency, Empower has won a portion of Freshpet’s media business, which appears to be growing rapidly. Vivvix/Pathmatics data show $39.5 million in spending last year and $37.2 million already through the first six months of 2023 for the fresh pet food business. Cage Point, an agency in Fort Lauderdale, Florida, “is still our media buying team,” said Freshpet Co-Founder and President Scott Morris in an email. And independent Terri & Sandi, New York, remains the brand’s creative agency, he said. “We have had significant growth over the past decade,” Morris said, with revenue doubling every three years since 2010. “As we grow, there are some additional capabilities we need in areas we are working on developing,” Morris said. “We are adding Empower to help us.” Freshpet has worked with the Empower team this past year, which he said, “gave us the confidence to add their capabilities to the team.” “It's an honor to collaborate with a trailblazer like Freshpet," said Empower CEO Ashlee Clarke in a statement. "Their innovative approach to making the highest-quality fresh products keeps pets healthy and brings joy to pet lovers across the nation." See all of Ad Age’s Breakout Brand Leaders here Earlier this year, Empower lost two accounts, Bush Bros. & Co. and Brooks Running, though the Empower spokesman said those moves were in the works prior to the agency’s sale to Clarke, who is also CEO of New York creative and media agency NitroC, and did not figure into the purchase price. The Gorilla Glue media account, including O’Keefe’s skin care, also moved to Curiosity, Cincinnati, last month. Jim Price, Empower’s former owner and son of founder Mary Beth Price, sold controlling interest in Empower to Clarke in January. A week prior, Empower announced a 15% layoff. Since February, Empower has seen more than 100 other staffers depart in Cincinnati, Chicago and Atlanta, according to their LinkedIn profiles. That includes 14 who went to Procter & Gamble Co.’s in-house media operation and others who since have landed at other media agencies, retail media operations, tech firms and marketers. And it includes early exits for Price, who was to have stayed as non-executive chairman through January 2024, and Chief Investment Officer Cathy Shaffner. But Empower also has numerous new hires and has been staffing up its Chicago office, according to the spokesman. An agency that topped out at 233 prior to acquisition, he said, had around 170 as of last month, though a search on LinkedIn showed fewer than 100 people currently with the agency. Media measurement blog Tracking TV, social and digital updates Click here

Empower parts with Newell, adds a piece of Freshpet media business

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