Jack Link’s has completed the overhaul of its agency partnerships with the selection of Cincinnati-based independent agency Empower as its media agency of record.
The appointment follows a review that was conducted as a separate process from the creative agency review launched in February.
It follows Jack Link’s appointment of GSD as its new creative agency of record, ending a 13-year relationship with incumbent Carmichael Lynch, which had opted to sit out the review process and instead be judged on the strength of its current work for the client.
Carmichael Lynch had handled media buying and planning for Jack Link’s, and its TNT Inside the NBA content marketing initiative for the brand and was selected to Adweek’s Media Plan of the Year list for 2017.
Carmichael Lynch also did not participate in the media review process.
Jack Link’s spent approximately $11 million on measured media in the U.S. last year, up from over $9.1 million in 2016, according to Kantar Media.