February 5, 2023

Digital Marketing Education

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Empower lays off 15% of staff amid bleaker 2023 outlook after years of rapid growth

“That was kind of a surprise to us,” Price said. “And that contributed to us having to make these changes.”

The Cincinnati-based agency also has substantial business in creative, data and analytics, with offices in Chicago and Atlanta, the latter opened in 2021 after Empower became the media agency of record for Newell Brands. It was founded in 1985 by former Procter & Gamble Co. media executive Mary Beth Price, Jim’s mother.

The agency grew 15% even in 2020, a year when most agencies saw revenue decline, earning it a spot as a standout on Ad Age’s Agency A-list. It grew revenue by an even faster 30% in 2021, according to its A-list application.


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