CINCINNATI – (October 24, 2022) – With more than 900 locations, Zaxby’s is hungry for growth. The assignment: how could a partnership with Empower expand Zaxby’s media footprint and help double the business in five years? Through a rigorous pitch process and multiple marketing impact models, the leading independent agency proved there was a better way to transform the premium quick-service restaurant’s business. As Media AOR, Empower will lead local and national data-driven planning and buying as well as drive effective utilization of first-party data.
“Zaxby’s is entering a new phase of growth which requires forward thinking strategic partners, particularly as media consumption evolves,” said Patrick Schwing, chief marketing & strategy officer, Zaxby’s. “We are raising the bar on media planning, modeling, and measurement to deliver strong marketing investment returns for our system. Empower is the right partner to plan and buy our media in both national and in local Co-Op markets. They have a strong track record of leading with consumer insights to build data-driven media plans,” Schwing said.
“With Empower’s extensive experience in working with growth-oriented brands that require new innovative approaches to media, we have the experience and expertise to get Zaxby’s where they want to be,” said Jim Price, President and CEO at Empower. “Our shared values of transparency and people-driven culture will make for a very exciting and meaningful partnership,” Price said.
Based in Athens, Georgia, Zaxby’s will be close to Empower’s new Atlanta office in West Midtown. Located inside The Interlock building, Empower welcomed employees into the new space in mid-October and plan to host a larger launch party in 2023.
About Zaxby’s
Founded in 1990, Zaxby’s is committed to serving delicious chicken fingers, wings, sandwiches and salads in a fun, offbeat atmosphere where customers are considered friends. For the second year in a row, Zaxby’s iconic Signature Sandwich won Thrillist’s 2022 Fasties Award for Best Fried Chicken Sandwich. Zaxby’s has grown to more than 900 locations in 18 states and is headquartered in Athens, Georgia. For more information, visit zaxbys.com or zaxbysfranchising.com.
About Empower Media
America’s largest woman-owned media agency
Our advantage is simple: Clients first – not shareholders.
From the day we opened our doors in 1985, Empower has always challenged the media status quo.
Empower is a highly awarded and respected media agency. We are a multi-year recipient of “Agency of the Year” from MediaPost and Campaign US with honors from Ad Age and Adweek.
Our senior and experienced integrated team of Communications Strategy, Media Innovation, Media Planning and Buying, Creative, Marketing Scientists, Influencer Marketing and Data-Analytics work in collaboration on our client’s business daily.
Empower’s client tenure rate is unmatched–3X the industry average. Our clients include Tempur Sealy, Wendy’s, Brooks Running, Fifth Third Bank, Gorilla Glue, O'Keeffe's, E.W. Scripps, Jack Link’s, VTech, Bush Brothers, Zaxby’s, GNC, Famous Footwear, Ashley, LIXIL, O-Cedar, Rust-Oleum and RoC Skincare.
Empower Media is woman-run (67% female) and woman-owned – making it the largest woman-owned media agency in America.
Our offices are in Chicago, Cincinnati, Atlanta, New York, Houston and Palm Beach.
Find us on Twitter, LinkedIn, Facebook, Instagram, and online.
