Living Essentials Turns to Empower

NEW YORK Empower MediaMarketing has been awarded planning and buying duties for Living Essentials, maker of an energy drink called 5-Hour Energy, the client has confirmed.

Living Essentials spent $10 million on ads in 2006, according to Nielsen Monitor-Plus.

The award came after a review, but the other contenders were not disclosed. Previously, media was handled on a project basis. Creative chores, not part of the competition, are handled in-house.

Scott Henderson, president of Living Essentials, said, “Empower’s highly analytical and creative approach to media planning makes them an ideal partner for us as we enter a major growth phase of our business. With Empower’s help, we expect to significantly increase our sales by reaching new customers nationwide.”

“5-Hour Energy is already a major entrepreneurial success story and we are excited by the challenge of helping them continue to grow their business,” said Allison Hoffman, svp, partner at Empower.

The client is based in Novi, Mich. Other Empower clients include Cincinnati Bell, Dick’s Sporting Goods and Long John Silver’s. The shop is based in Cincinnati.