Empower to Steer Escort Media

CHICAGO Radar detector manufacturer Escort has awarded media planning duties on its $7-10 million account to Empower MediaMarketing after a review, according to the shop.

The independent Cincinnati agency will be the client’s first outside media planning service. Media buying for auto trade publications will continue to be handled in-house, but Empower will perform buying in new outlets, according to an agency representative.

“We look forward to working with Escort to help them expand the category by reaching audiences beyond automotive publications,” said Allison Hoffman, senior vice president of Empower, in a statement. “We welcome the opportunity to take them and the category to a new level with a strategic plan that utilizes a broader media mix.”

In January, the West Chester, Ohio, company awarded creative duties on the account to Northlich, another Cincinnati independent.

Northlich is currently developing a new campaign expected to break in April. The client has traditionally sold its products through 800 numbers, the Internet and national retailers such as Best Buy.

Contenders in the media review were not disclosed.