Orkin Pest Control has awarded Doner the direct response portion of its advertising business, estimated at $15-20 million.
The remainder of the Atlanta-based company's advertising account re-mains at J. Walter Thompson, also in Atlanta, which has no direct capabilities in-house. Orkin has focused on branding efforts and has previously done little direct mail.
Orkin spent $10 million on measured media advertising from January through June, according to Competitive Media Reporting.
The review for the direct business was conducted with the assistance of consultant Jones-Lundin Associates, Chicago. Other participating agencies were undisclosed.
Doner will handle the business out of both its Southfield, Mich., and Baltimore offices.
The agency recently hired a new creative director for its direct business, Randy Belcher, who was previously a creative director at the Martin Agency in Richmond, Va. Belcher will work out of the agency's Southfield office.
"There's an opportunity to generate business from direct," said Alan Kalter, chairman of the board and chief executive officer of Doner. Direct efforts will be "ongoing" and will target both current customers as well as potential conquests, he said. The first drop is expected before the end of the year.
Orkin is a good fit with Doner's other clients, Kalter said. "It's the exact kind of [direct response] business that we are looking for," he said. "It's the ability to [be able to] both build the brand and generate business. This is what we've done for ADT, and for Sylvan (Learning Centers) and for Progressive." Karen I. Hirsch