Search marketing was a large part of the account, according to SendTec's president, Eric Obeck. "We're very search-heavy," he said, "but what won out the account is that we were more well-rounded outside of search." SendTec's full offering will include display ads, perfomance-based ads and contextual advertising.
In a statement Kevin Smith, VP-sales and marketing at Orkin said: "Our greatest opportunity for incremental growth in 2007 will come from our new online initiatives. We conducted a rigorous selection process to identify an agency and SendTec is well positioned to understand the complexities of media convergence and help take Orkin to the next level. "
JWT will continue to handle Orkin's off-line account.