Name Change Empowers MTW | Adweek Name Change Empowers MTW | Adweek
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Name Change Empowers MTW

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Shift Marks Shop's Alliances, New Services
CHICAGO--Bill Price says changing the name of his company to Empower MediaMarketing represents more than just a lot of extra work for local stationers.
"It's just a clean sheet of paper," said Price, president and chief executive officer of the Cincinnati company formerly known as Media That Works. "It's recognizing a changing marketplace."
Price said the new name reflects additional tasks the company is handling beyond merely placing media. Empower in the last several years has formed a number of alliances to broaden its services, with operations now including a sales promotion agency and an infomercial developer.
Empower has also formed a new Strategic Marketing Services division, which will be headed by Minet Schindehutte, and a promotions division, to be run by David Palmer.
Strategic Marketing Services will offer consulting services, corporate training and entrepreneurial and corporate research.
"We no longer come at media at just a few more points or the cheapest rates," Price said. "We're going to do anything we can to help our clients."
Price, a former executive at Leo Burnett, and his wife Mary Beth founded MTW in 1985. The company's billings are now $525 million, with clients including Andrew Jergens and Hollywood Video.