• by Steve McClellan  @mp_mcclellan, October 25, 2022

Cincinnati-based independent agency Empower has been awarded media AOR duties for quick service restaurant chain Zaxby’s after competitive pitch. 

The chain spends $45 million annually on measured media, according to agency research firm COMvergence. The company previously worked with Dallas-based Camelot Strategic Marketing & Media. 

“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.” 

Schwing cited Empower’s strong capabilities in developing consumer insights to create data-driven media plans.

Based in Athens, GA, 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 earlier this month.

Founded in 1990, Zaxby's now has more than 900 locations in 18 states. Tombras is the firm’s creative AOR.