Hadeler Adds More Of Mr. Rooter

Hadeler Sullivan & Law here has picked up the estimated $2 million advertising account of Mr. Rooter, a residential and commercial plumbing service franchisor based in Waco, Texas.
Michael Sullivan, president of Hadeler Sullivan & Law (HS&L), said the account could grow in the coming years as Mr. Rooter embarks on an aggressive expansion plan and adds local franchisee funds for a national advertising campaign.
Mr. Rooter last week assigned creative, media, design and account planning duties to HS&L from Meldrum & Fewsmith Communications of Cleveland. The company’s public relations account was already housed at Hadeler White Public Relations, sister company to HS&L.
Hadeler will develop a print, radio and television campaign in 1999, according to Tracy Gray, an account team leader at HS&L. Gray said Mr. Rooter is the second-largest plumbing services company, behind Chemed Corp.’s Roto-Rooter.
Mr. Rooter has 200 franchisees in the U.S. and 100 located in Puerto Rico, Canada, Argentina, the United Kingdom and Saudi Arabia. The 24-year-old company is part of the publicly traded Dwyer Group conglomerate, also located in Waco. The parent company reported $13.8 million in total 1997 sales among its subsidiaries.
Mr. Rooter was recently named to Entrepreneur’s 1998 “Franchise 500” and “Top 101 Home-based Franchises,” according to the company.
Per Competitive Media Reporting, Mr. Rooter had less than $1 million in paid media advertising support in 1997.
Officials at Mr. Rooter could not be reached at press time. In a statement, client president and chief operating officer Rick Cross said companies like Mr. Rooter seeking growth through franchising “put a major emphasis on advertising. HS&L understands that and will work closely with Mr. Rooter to meet our goals for industry share and expansion.”