Empower Adds More Newell Rubbermaid Media

CHICAGO Sanford Corp. has tapped Empower MediaMarketing to handle media duties on its Sharpie brand of permanent markers without a review.

The shift came through the independent Cincinnati agency’s relationship with Sanford parent Newell Rubbermaid. Empower has handled media on Newell Rubbermaid’s Little Tikes division since 2003.

“While a new business account win is always welcome, it is especially gratifying to generate additional brand assignments from an existing corporate client,” said Cathy Shaffner, vice president, Empower MediaMarketing, in a statement. “We are proud of our work with Little Tikes and look forward to developing similarly effective, highly strategic media plans for Sharpie.”

Sharpie’s creative account will continue to be handled by Newell Rubbermaid lead agency McCann Erickson in New York. McCann was previously the media incumbent as well.

Billings were not disclosed, but the company spent $7 million on advertising last year, according to Nielsen Monitor-Plus.