Newell Brands Names Empower U.S. Media Agency of Record

By Erik Oster 

Consumer goods company Newell Brands, whose brands include Calphalon, Food Saver, Paper Mate, Rubbermaid and Sharpie, has inked a deal with Cincinnati-based agency Empower as its U.S. media agency of record.

Empower will partner with Newell Brands via a hybrid model which includes a close working relationship with the client via Empower employees embedded within Newell Brands’ Atlanta headquarters, working in conjunction with agency teams in Cincinnati and Chicago. In a statement, the agency explained that the intent of the approach is to enable efficiency and flexibility across the Newell Brands portfolio of 25 brands.

“We appreciate Empower’s audience-first, data-driven approach to planning, creation and activation. Their level of sophistication and experience in this area will enable us to harness all of our brand’s data points and use them in meaningful ways,” Newell Brands vp, marketing operations and ecommerce marketing Emily Bavaro said in a statement. The appointment follows a review. It’s unclear if incumbent Mindshare defended in the process.


Newell Brands spent around $5 million on media in the U.S. last year, according to data consultancy COMvergence.