Pereira O’Dell Named Agency of Record for Financial Brand Empower

By Kyle O'Brien 

Creative agency Pereira O’Dell has been named agency of record for Empower, a financial planning, investing and advice company, after a competitive review in May 2022 led by Joanne Davis.

Pereira O’Dell is charged with creating a new brand platform for Empower and has come out with a new campaign for the company, “Empower What’s Next.” The creative is based on research by Empower that shows that only 34% of Americans report feeling very financially healthy. “Empower What’s Next” uses levity to break money taboos and confront everyday worries head-on, like the risk of outliving retirement savings or what happens when life doesn’t go exactly as planned.


“No matter where you are in life or your attitude towards money, everyone has questions about how to manage their money. Instead of pretending that anxiety doesn’t exist, we leaned into it as much as possible to show the confidence customers get working with Empower,” said Rob Lambrechts, chief creative officer at Pereira O’Dell in a statement.

The spots highlight Empower’s advisory, planning and investment services, as well as the importance of real-life, objective advice and seeing a full financial picture with its real-time 360 degree financial dashboard.

“Now more than ever, people need help deciding what to do with their money – how to save it, where to spend it, what to invest in. We’re meeting those needs by re-energizing the Empower brand with a single rallying cry: we help people find answers, plain and simple,” said Stephen E. Jenks, senior vice president and CMO of Empower in a statement.

The Empower business follows a series of wins for Pereira O’Dell, including IHOP, Wellstar Health Systems and the Iranian Diaspora Collective.

“We are incredibly excited to announce our relationship with Empower with the launch of their consumer brand and our first campaign together,” said Natalie Nymark, president at Pereira O’Dell.