Empower will lead media planning and buying efforts including social media and content marketing for Fifth Third, headquartered in Cincinnati.

“Fifth Third Bank is a natural fit for us,” Jim Price, Empower President and CEO said. “We’re redefining what a media agency is. We believe the media and message must work in synergy to deliver relevant customer experiences and that will shine through the work we’re doing with Fifth Third,” said Price.

“Empower’s digital expertise and application of first and third-party data to better inform our marketing strategy played a huge role in our decision to partner with them,” Sandra Hudnell, Fifth Third Bank’s Head of Digital and Direct Marketing said. “Empower helped us rethink how we interpret media, which is paving the way for innovative solutions for our business. We also admire Empower’s reputation as a female-owned independent media agency that prides itself on being transparent,” said Hudnell.

Fifth Third has $143 billion in assets and operates nearly 1,200 full-service banking centers. The company operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors.

“Empower has a wealth of financial industry knowledge and experience leading banking clients,” said Price. “We are well-positioned to grow the Fifth Third business.”

Empower experienced its best year ever in 2016 and was named MediaPost’s Media Agency of the Year. The agency grew its home category with Dremel® and RotoZip® as well as its food category with Southeastern Mills®. In addition, 15 of its top 20 clients increased revenue with Empower. This is a testament to the strength of Empower’s media buying power and success of its expanded offerings including word of mouth marketing and digital marketing communications.

About Fifth Third

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. As of Sept. 30, 2016, the Company had $143 billion in assets and operated 1,191 full-service Banking Centers, including 94 Bank Mart® locations, most open seven days a week, inside select grocery stores and 2,497 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Wealth & Asset Management. Fifth Third also has an 18.3 percent interest in Vantiv Holding, LLC. Fifth Third is among the largest money managers in the Midwest and, as of Sept. 30, 2016, had $314 billion in assets under care, of which it managed $27 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at www.53.com. Fifth Third’s common stock is traded on the NASDAQ® Global Select Market under the symbol “FITB.” Fifth Third Bank was established in 1858. Member FDIC, Equal Housing Lender.