2010 BRONZE

HOUSEHOLD SUPPLIES & SERVICES

SEEING IS BELIEVING

TERMINIX, TERMINIX

Brad Cumings, Chief Marketing Officer
Stefan Figley, Director of Marketing
Joe Finch, Director of Marketing
Edmund Mackey, Director of Interactive Marketing - Servicemaster
Mark Allen, VP, Direct Marketing Group - Servicemaster

PUBLICIS DALLAS

Shon Rathbone, Ex. VP, Executive Creative Director
Julia Melle, Sr. VP, Group Creative Director
Glen Day, VP, Creative Director
Molly Mann, Account Supervisor
Chrissie Detrich, Account Executive

OPTIMEDIA

Terminix, the leader in termite and pest control, thrives when the housing market is booming. Last year, with the economy spiraling downhill, Terminix knew, in order to grow, it had to change consumer behavior. Traditionally, homeowners only call when critters are already crawling across their kitchens or gnawing through walls. The change: convince them to see pest control as year-round preventative maintenance - just like insurance and lawn care. A clever and graphic campaign that shows what could be lurking unseen behind homeowners' walls helped Terminix increase profits (EBITDA) over 30%.