Orkin Splits With JWT, Starts Review

NEW YORK WPP Group’s JWT in Atlanta has split with 30-year client Orkin, which said it has retained The Bedford Group consultancy to conduct a review of the account.

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

Atlanta-based Orkin is an insect, rodent and termite control company. It was established in 1964 and is owned by Rollins, another large pest-control concern. Orkin claims customer bases in the U.S., Canada, Mexico, Costa Rica and Panama.

Ads have frequently featured the friendly “Orkin Man,” who helps homeowners solve pest-related problems. That character’s name and likeness are currently displayed on the client’s Web site and various marketing materials.

Tony Accurso, co-president of JWT in Atlanta, said in a statement that the parting is a result of “differences in creative vision. Orkin has been a long-valued partner of JWT, and we’re very proud of the years we’ve spent helping build what is considered the strongest brand in the category. But the chemistry doesn’t work any more. We wish them all the best.”

JWT’s Atlanta office handles the U.S. Marines, energy company Scana and U.S. Virgin Islands Tourism, among others.