- Steve McClellan, Adweek

Long John Sliver's has consolidated its media account at Cincinnati-based independent shop Empower MediaMarketing without a review, the client has confirmed.

The company spent $35 million on ads in 2007, according to Nielsen Monitor-Plus. From January to October 2008, it spent $33 million, per Nielsen.

Empower adds national media buying duties to its assignment and continues to handle local planning and buying, national planning and digital media. Previously, WPP Group's Mediaedge:cia handled national media buying chores.

"Integrating our national and local media strategy under one roof will mean greater efficiency and effectiveness for our ad budgets," said John Villanueva, chief marketing officer, Long John Silver's. "Empower has consistently developed creative, cost-effective media strategies to help attract people to our restaurants, and we know they will bring the same discipline and creativity to their broadened responsibilities." 

It is gratifying when a valued client like Long John Silver's asks us to take on more responsibility," said Mitch Dunn, vp, client strategy, Empower. "In these times especially, it speaks to their trust in us to deliver great results with the utmost efficiency." The shop has handled some of the client's media chores for the past 11 years.

MEC confirmed the consolidation as well, commenting, "We wish them all the best."

Empower places about $300 million in ads annually for a mix of regional and national clients such as Godiva Chocolatier, Humana, Red Robin Gourmet Burgers and theme park operator Herschend Family Entertainment.

Separately, Empower president Brian McHale left earlier this week with plans to form his own shop. Agency CEO Bill Price said there are no immediate plans to replace him.