Orkin Launches Richards Group Effort

  • March 26, 2008
The campaign is the first by the company's new AOR, and features the Orkin Man and giant insects.

It features two spots, one with a capacious cockroach and one featuring a titanic termite. The message of both spots, per the company, is that pests don't enter by the front door, but search out all points of entry. Tag: "Keeping Pests In Their Place."

The Atlanta-based company jettisoned JWT, Atlanta, long-time agency on the estimated $25 million account, last year.

Orkin CMO Kevin Smith said last fall that the message would evolve to appeal to younger consumers concerned with diseases and environmental responsibility.

--Karl Greenberg

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