R.I.P – The Orkin Man

Well, it’s time to say good-bye to an advertising icon – the Orkin man. Looks like Wayne Thomas Yorke who played “Ned”, is back on the SAG unemployment line after four years as the official spokesperson. Yorke was responsible made appearances on television, radio and at elementary schools and children’s hospitals during his free time to share with children his passion for insects. During his free time??? And the guy gets canned? That’s the way the advertising dice roll. Cruel world, ain’t it?

Orkin and their new agency, The Richards Group, are looking to expand th portrayal of the character. The Richards Group’s responsibilities for Orkin will include brand and strategic planning, as well as creative development. The agency will be applying its proprietary Spherical(R) branding discipline to Orkin. Okay, so that Spherical thing? Here’s the low-down: “Spherical involves an examination of the current state of a client’s brand and a determination of the brand’s ultimate destination. Richards then develops a campaign–as opposed to a slate of ads–that might last for several years.” So, you know… it’s good branding work with a fancy name.

The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Their clients include Amstel Light, Chick-fil-A, Fruit of the Loom, The Home Depot, Motel 6, and Red Lobster, which still makes us giggle. Total billings for the agency were $1.2 billion in 2006.