Inside the quest to depict the perfectly gruesome pest

Article Abstract:

With Orkin's $27-million advertising account at stake, its agency, J. Walter Thompson, had to make sure that viewers didn't start sympathizing with the bugs. After the movie 'Antz' came out, that was perceived as a potential problem. Then 'A Bug's Life' came out shortly after. The company and the agency treat the whole insect killing with kit gloves, not showing any actual killing in the commercial. In fact, for most of its advertising history, bugs weren't even in the commercials, only the Orkin man was.

Account Activity, Consumer Attitudes, Disinfecting & pest control services, Pest Control Services, Exterminating and Pest Control Services, Design/Copy, Marketing, Pests, Control, Pest control, Pest control services industry, Orkin Exterminating Company Inc., J. Walter Thompson Co.

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List of 1998 advertising blunders is played down by outfits named

Article Abstract:

PR's Michael Fineman of San Francisco has put out his list of 1998's 10 worst PR blunders, but several of the names on his list feel their "blunders" were more like victories. Included are: Abercrombie & Fitch for the drinking side-bars in its quarterly magazine; the Texas cattleman who sued Oprah Winfrey; the NBA players' strike; the IRS trying to tax anyone catching a McGuire or Sosa homerun baseball; the PGA Tour vs. Casey Martin over Casey's use of a golf cart.

Advertising Management, Complications and side effects, Marketing management, Public relations

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