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Retirement and wealth management brand Empower has picked Goodby Silverstein & Partners (GS&P) as its new creative agency of record.
GS&P will lead the brand’s strategic and creative marketing efforts “as it seeks to help more Americans access the financial advice, wealth management, and retirement services they need to help secure their financial future,” according to the companies.
At the start of 2023, Empower named creative shop Pereira O’Dell as its agency of record. The partnership yielded the brand’s “Empower What’s Next” campaign, which focused on encouraging Americans to confront everyday money concerns head-on.
Stephen Jenks, Empower’s evp and chief marketing officer, told ADWEEK that while “the business has grown a great deal,” in the year and nine months since that appointment, the decision to enlist a new agency felt like a natural next step for Empower.
New beginnings
GS&P plans to make Empower a “household financial services brand.”
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