Name That Empowers

Media That Works has picked up a new piece of business as well as changed its name to reflect the shop’s duties that go beyond media buying.
The Cincinnati-based company, now known as Empower MediaMarketing, has picked up the media portion of San Diego-based Real Health Laboratories’ estimated $5-10 million account. The shop’s San Diego office will service the account.
Creative chores will be handled by Big Bang Idea Engineering in San Diego.
“Real Health Laboratories is an up-and-coming company with some terrific products . . . and we’re delighted to help play a role in their brand-building marketing efforts,” said Tim Hanhke, Empower’s executive vice president and partner.
The agency’s name change represents more than just a lot of extra work for local stationers, according to Bill Price, Empower’s president and chief executive officer.
Price said the new name reflects additional tasks the company is handling beyond placing media. In the past several years, the company has formed a number of alliances in an effort to broaden its services, with operations now including a sales promotion agency and an infomercial developer.
In addition, Empower has formed a new division called Strategic Marketing Services, which will be led by Minet Schindehutte, as well as a promotions unit, to be run by David Palmer. Strategic Marketing will offer consulting services, corporate training and entrepreneurial and corporate research.
Empower’s billings are now more than $520 million, with clients including Andrew Jergens, 1-800-Contacts and Janus Funds.