ServiceMaster gets SVP, Corp. Strategy, Marketing
Home services provider ServiceMaster Company announced the appointment of Jim Kunihiro as the new senior vice president of corporate strategy and marketing, according to the company
Prior to joining Memphis, Tenn.-based ServiceMaster, Kunihiro served as executive vice president of strategy and marketing at water treatment company Culligan International, where he focused on driving growth and strategic positioning.
He also brings with him extensive experience from former strategic and leadership roles at PepsiCo, where he focused on developing a competitive strategy for the Gatorade and Quaker Foods divisions.
ServiceMaster provides residential and commercial customers with lawn care and landscape maintenance, termite and pest control, home warranties, disaster restoration, house cleaning, janitorial services, carpet cleaning, furniture repair and home inspection services.
Chairman and Chief Executive Officer Pat Spainhour expressed confidence in Kunihiro’s abilities to provide new and innovative marketing approaches for all of ServiceMaster Company
’s current brands.
“We are pleased that Jim has joined the ServiceMaster family,” he said in a statement. “I am confident he will help deliver on our corporate objective to excel with our customers.”
Company spokesperson Gina Kamler told DailyVista that ServiceMaster implements both B-to-B and B-to-C marketing initiatives, but most of its services are consumer-focused.
“We do have a couple of commercial service lines, but we primarily do direct mail marketing to our consumers,” she said. "Jim Kunihiro will be our chief marketing and strategy officer in the company. He begins work next week and therefore we would be unable to speculate about any marketing changes that might take place until he has a chance to assess our current structure and strategy."
Kamler declined to comment any further on the company’s marketing strategy or its current agency status.
According to The List database, Chicago-based MSR Advertising Inc. has handled ServiceMaster Company’s media buying and planning, branding and direct marketing efforts on a project-by-project basis. Memphis-based Archer/Malmo Inc. has handled its database, direct marketing and public relations efforts since 2006.
Nielsen Monitor-Plus reported that the company spent about $500,000 on measured media in 2007. About $160,000 was spent on spot television, $150,000 was spent on national magazines and $110,000 was spent on outdoor ads.
Because ServiceMaster Company seems to maintain relationships with agencies and keeps them on retainer to handle certain projects, interested parties should make approaches now in light of Kunihiro’s hire, in the midst of his efforts to take new marketing approaches, and discuss your agency’s ability to assist with specific tasks.
The ServiceMaster Company
860 Ridge Lake Boulevard
Memphis, TN 38120
Senior Vice President, Corporate Strategy & Marketing
Chief Marketing Officer
Chairman & Chief Executive Officer