DDB Chicago Designated as Orkin's Strategic Business and Advertising Agency
In a significant move, pest control company Orkin has announced its decision to switch agencies, appointing DDB Chicago as its strategic business and creative agency of record. The change, announced by DDB North America today, marks a new chapter for Orkin as it seeks to elevate its cultural relevance and become a more memorable and meaningful brand.
The decision to switch agencies came after a series of new hires at DDB Chicago, which likely played a role in Orkin's choice. The new hires may have contributed to DDB Chicago's winning the account from The Richards Group. Under DDB Chicago's leadership, Orkin's new creative and business strategy centers on emotionally driven, culturally resonant campaigns that go beyond conventional advertising.
DDB Chicago's new role with Orkin involves activating highly creative, multi-platform ideas that engage customers on a deeper emotional level. The agency leverages its ethos of "The Emotional Advantage Agency" to create intimacy at scale and move both culture and business. One concrete example is Orkin partnering with DDB Chicago to produce a unique seven-act symphony inspired by the emergence of periodic cicadas, turning typically unwanted pests into subjects of artistic and cultural interest.
Under the new strategy, Orkin aims to be part of the conversation, a goal set by the new CEO of DDB Chicago, Andrea Diquez. Diquez aims to make Orkin memorable and meaningful by combining creativity and storytelling that captures attention and fosters brand differentiation.
This approach represents a shift toward blending business goals with bold creativity that sparks curiosity and emotional engagement. The strategy includes creating emotionally charged, culturally relevant campaigns, using immersive and experiential storytelling, and leveraging DDB Chicago’s global creative expertise and start-up energy to activate ideas that move people and business alike.
The win for DDB Chicago comes after a series of new hires at the agency, marking its first account under new leadership. For Orkin, this partnership signifies a step towards improving its creative strategy and establishing a stronger cultural presence.
Sources: 1. Adweek 2. Campaign US 3. Ad Age
The strategic change in Orkin's agency from The Richards Group to DDB Chicago is motivated by DDB Chicago's new hires, which contributed to winning the account. Orkin's new business and creative strategy, under DDB Chicago's leadership, is centered on emotionally driven, culturally resonant campaigns that go beyond conventional advertising.
