Appointment exterminates relationship with Barkley, which only won the account last year
Terminix has tapped Interpublic Group of Cos.’ The Martin Agency and Mediahub as its agencies of record across creative and media, respectively, following a review.
Consultant The Burnett Collective ran the review, which included six agencies, according to the companies. It was launched by Terminix Chief Marketing Officer Alex Ho, who joined the Memphis, Tennessee-based pest control services provider last August. Ho previously served eight years as the chief marketing officer of American Greetings—where he actually first worked with Mediahub and The Martin Agency CEO Kristen Cavallo. In 2015, the American Greetings marketing team led by Ho created the “World’s Toughest Job” campaign celebrating motherhood with MullenLowe, where Cavallo was U.S. chief strategy and growth officer at the time.
The appointment ends Terminix’s relationship with incumbent Kansas City-based independent agency Barkley, which had only won the creative and offline media business last January. Barkley declined to comment.
“The impetus of all of this is speed and quality,” Ho tells Ad Age, explaining the move. ““I joined Terminix in the middle of a pandemic. My goal is to make sure we are transforming the business and connecting with consumers in new ways; making sure we are talking about the brand in a new way.”
Going forward, The Martin Agency says it will handle all “full-funnel” creative duties including for TV, performance marketing and digital, while Mediahub will oversee all accompanying media responsibilities.
Read more in Ad Age here.