Adweek.com

Gregory Solman

The Richards Group Wins Orkin

September 14, 2007

The Richards Group has added pest-control company Orkin following a review, the shop confirmed.

Interpublic Group’s Mullen in Wenham, Mass., and MDC Partners’ Kirshenbaum Bond + Partners in New York, were the other finalists. The client split with WPP Group’s JWT in Atlanta in May, ending a 30-year relationship. The Bedford Group, a consultancy in Atlanta, guided the contest.

Orkin spent about $25 million in measured media in each of the past two years, per Nielsen Monitor-Plus.

“Orkin is one of the great American brands and we’re thrilled to be associated with them,” said Pete Lempert, a principal at the Dallas-based independent. “We immediately had a great chemistry with the team and that makes the win all that much better.”

Lempert said the client is seeking differentiation in the pest-control category. “The big challenge is that Orkin is a well known name but it needs to be kept fresh in a challenging marketplace,” he said.

Creative directors Tina Johnson and David Morring led the winning pitch for Richards.

Some creative will probably phase in by year’s end and broadcast should begin by early 2008, Lempert said.