DDB Needham West, Ketchum Lose in Home Service Review

DALLAS – Temerlin McClain put another notch in its new-business belt last week, winning a review for Santa Rosa, Calif.-based American Home Shield Corp.
Two West Coast shops, DDB Needham West, L.A., and Ketchum/San Francisco, also were contenders for AHS, a major provider of home service contracts through real estate companies. There was no incumbent.
Budget was not disclosed, but Dennis Visich, executive director of client services at TM, said, ‘This could be a very significant piece of business. I hope someday this could be a $10-million budget – and that’s not pie in the sky.’
Like TM client Terminix International Co., AHS is a subsidiary of Downers Grove, Ill.-based ServiceMaster Co., whose ServiceMaster Consumer Services unit includes nearly 6,000 branches of Terminix, TruGreen/Chemlawn and Merry Maids.
AHS called the review to prepare for a run at the consumer market.
Most of its contracts until now have been sold through real estate agents, but these days AHS is ready to expand its customer base to include all homeowners, not just those who are selling their homes.
TM will pull out its arsenal to develop an integrated marketing plan that will include all types of advertising, direct mail and public relations. The agency would not say when the first ads would break.
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