American Standard Names Empower Media Agency of Record

By Kyle O'Brien 

Kitchen and bath brand American Standard has named Cincinnati agency Empower its media agency of record. This follows the Lixil Corporation, American Standard’s parent company, naming Empower as the social AOR for American Standard last spring, which included paid media and creative responsibilities.

Lixil also awarded its DXV, and Grohe brands to Empower as media AOR. The announcement comes on the heels of the buzzworthy “#Flush2020 social campaign Empower ideated and executed for American Standard.

“In working with Empower on American Standard’s social media, the agency has helped us to get closer to our consumers and professional customers while positioning us differently in the market,”  Noelle Giblin, leader of the American Standard brand said in a statement. “Empower’s data-driven thinking and proven return-on-investment gives us confidence to compete in today’s market across all of Lixil’s brands and media channels,” she said.


Empower is also leading the influencer marketing relationship between American Standard and Olympic gymnast, Shawn Johnson East. The 2008 Olympic gold medalist is renovating her home using American Standard products.

“We’re excited to expand our relationship with Lixil and their house of brands with even more of Empower’s portfolio of offerings,” said Rob FitzGerald, president and chief operating officer at Empower. “Our teams enjoy working on these brands because our clients appreciate partners who push them outside of their comfort zones and together are making waves in this category.”

Empower also helped American Standard in its efforts to provide relief to Texans lacking water due to the winter snowstorm earlier this year, developing organic content and paid media support on social media to help secure volunteers.

Empower was named media AOR for Brooks Running in 2019.