HERO PROCESS
Today's marketer needs an agency partner who can be their ally, their HERO, who can recognize a need, evaluate the risks, and confront a challenge to effect change. At Empower, we inspire brands to embody fearlessness - to become the HERO of their own narrative. We achieve this through our four-step strategic process: Humanize, Engineer, Realize, Obsess.
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HUMANIZE - We dive deeply into what individuals truly value from a brand to win a coveted place in consumers' hearts and wallets. By understanding unique motivations, we can design targeted and personalized media experiences that drive discovery, preference, and consumer loyalty.
ENGINEER - We engineer impactful consumer connections considering motivations, moments, media, and messaging to create cohesive, compelling experiences. By delivering integrated creative + media brand experiences, we enable our clients to strengthen brand recall, loyalty, and advocacy among consumers.
REALIZE - We connect multiple partners and platforms to create a multi-dimensional experience that captivates consumers, forging exclusive partnerships to craft moments that are truly unforgettable. These moments transport brands into the consumer’s world and leave a lasting impression.
OBSESS - We blend cutting-edge technology with a human-centric ethos to achieve success. Our Robotic Process Automation platforms identify patterns to help us make data-driven decisions. Combined with empathy and human insight, this allows us to deliver results while creating meaningful connections.
HUMANIZE via THE LAB – Unpack Your Brands Potential
The lynchpin of the EmpowerOne Platform and the core to the understanding our clients’ audiences is our own bespoke IP – The LAB. The LAB is a person-level data aggregator (and media activation tool – more on this later) that starts with 70+ distinct data providers (leveraging 1,000’s of dimensions and signals) – and includes behaviors, demographics, media consumption, purchasing, interests/intents, politics. What differentiates The LAB from most media planning tools is that it enables Empower to upload our clients’ data directly into the platform to (a) further contextualize the known audiences and (b) use these known audiences to identify opportunities for growth and expansion amongst the prospect universes. In addition, the Humanize module and The Lab data platform also accesses and integrates leading 3rd party data including Brand Tracking (YouGov, Bera and Tagger), Creative Tracking (iSpot and Moat), Industry Insights (Mintel, eMarketer, Statista) and Geo-based insights (precisely and Maptitudes).
ENGINEER via FUSH – Powering Strategy with Science
Transparency in planning media has begun to wane. A black box solution doesn’t allow advertisers the opportunity to understand how plans are crafted and the rigor which goes into the process. We think that is a mistake. Therefore, within the Engineer Module, our lynchpin IP FUSE takes a transparent and modular approaching, fusing multiple data sources, using a unified currency to not only plan to people, but also plan to outcomes. Step 1 is outcomes as all our plans are derived from the expected outcomes they will deliver. Driven by two Machine Learning Models that we have developed over the years, MiM – our proprietary Neural Net media mix tool and MMd – our latest advancement in modelling built on Meta’s Robyn platform. These integrated platforms anchor decisions on the science behind what is driving media’s contribution to the desired business outcomes (sales, awareness, loyalty, new customers, etc.) However, our approach surpasses simply finding the most efficient channel; it involves identifying the most effective and relevant touchpoints for engaging your high value consumers on a deeply personal level. So, Step 2 is configure, fusing both learnings in the Humanize phase which allows us to understand moments and mindsets and outcomes modelling and integrating these learnings into our custom planning platform, FUSE. This platform integrates world class tools from Nielsen, Kantar, Pathmatics, YouGov, Google, and Guideline to assess the right outcomes orientated media plans, based on your high value consumer profile. This portfolio is always evolving as we evaluate new offerings.
REALIZE via EXTRACT – Transforming plans into Action.
The Realize module is focused on the flawless execution of the plan. To make that happen, we have built bespoke infrastructure and methodologies to ensure optimal delivery. Leveraging The LAB, Empower can activate the audiences defined in the strategy directly through the same tool across Digital, Programmatic, CTV, Mobile, Desktop, Audio and Broadcast. In addition, our workflow and pacing tools EXTRACT are a bespoke build on top of the industry’s most cutting-edge media automation and management software ensuring pacing (to within the penny), scalability and rapid optimization. It’s crucial to note that all of solutions are provider agnostic. If our clients desire any specific vendor, we have experience with all major and emerging players. However, in addition to The LAB and FUSE the Realize module also empowers our buyers, strategists, and analysts with customized access to a proprietary version of workflow management tools / buying platforms (partnering with Guidelines or Prisma), tag management software (partnering with Google Tag Manager but open to any), Audience Activation partners (partnering with LiveRamp but open to any), Ad Serving, Digital Asset Management, Brand Health and Safety, etc.
OBSESS via THE SOURCE – Providing Greater Value
At Empower, we fight the urge to produce interesting reports and dashboards. Interesting is not what optimizes campaigns. Instead, our focus is on producing dashboards, results, reports, insights that do only one thing – enable decisioning, create obsession. Obsession is an ongoing pursuit, just like the dynamic nature of data itself. Our real-time decisioning tool THE SOURCE is built off best-in-class technology to bring data to our clients as fast as possible, with as much integrity as possible, in a manner conducive to making optimization decision.
- 200+ direct API’s into campaign platforms pulling data with no latency
- Fully integrated Microsoft Azure cloud stack/environment
- Direct integration to a Tableau reporting mechanic with full drill down capabilities
- Made available to our clients as soon as we see them.
Reporting is just one part of the decisioning. As we continue to build out the Obsess module, greater integration with our EXTRACT will enable real time optimization based on results, signals, and opportunities. But we go a step deeper, while tools provide valuable insights and automate repetitive tasks, it is the human touch that adds depth and understanding to our performance analysis. We go beyond the numbers to understand the context, motivations, and patterns driving consumer behavior, allowing us to tailor our strategies in ways that resonate on a personal level. By obsessing over performance results yet infused with a human touch, we ensure that our strategies are not only data-driven and efficient but also empathetic and impactful. This combination of advanced technology and human insight allows us to deliver measurable results while staying true to our mission of creating meaningful connections between brands and consumers.
ROBOTIC BUYING PLATFORM
We're spearheading the automation revolution for marketing.
Our premium campaign management platform utilizes Robotic Process Automation (RPA) and Al to optimize your campaigns now and drive results well into the future. Our unique media buying platform spans digital, linear TV, audio, and direct mail channels that scale ad campaigN while driving hyper growth for your business.
Our platform handles tedious tasks so your team can focus entirely on strategy and vision. Our technology continuously adjusts pacing, targeting, creative and more to help your budgets go exponentially further.
It provides you with a 24/7 expert, overseeing optimization, surfacing insights, identifying/resolving issues, and keeping every initiative aligned with your goals.
By leveraging RPA, you gain a partner to handle execution while you expand your vision and potential. This enables more effective acquisition of your new customer, driving growth for years to come.
