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Empower Picks Up Foohy's Media

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CHICAGO Sanford has awarded media duties on its Foohy school supplies to independent agency Empower MediaMarketing without a review, according to the shop.

The Cincinnati shop has handled other work for Sanford parent Newell Rubbermaid, including assignments for Uniball, Sharpie and Little Tikes. Creative duties for Foohy—a line of writing instruments, markers, erasers and other tween-targeted products—remain at The Geppetto Group in New York.

"Empower has demonstrated to us that they understand Sanford's brands, and how to most effectively reach our targets," said John Travers, general manager, director of Foohy, in a statement. "We look forward to working with them on building the Foohy brand among tweens through a high-impact, relevant and strategic media plan."

Ad spending for the Foohy brand was not disclosed. Oak Brook, Ill.-based Sanford spent nearly $15 million on advertising last year, with less than $1 million of that total dedicated to Foohy, according to Nielsen Monitor-Plus.