ADT Selects Arnold And SapientNitro For Ad Chores
Security company ADT Corp. has selected Arnold Worldwide for creative ad brand strategy duties and SapientNitro for digital chores after concurrent reviews, the company confirmed today. Word of the selection follows reports, confirmed by the agency earlier that MediaCom had been selected to handle media planning and buying for the client. The new assignments take effect Oct. 15.
ADT spent $93 million on ads last year according to Kantar.
Doner was the creative and media incumbent, Razorfish and BGT Partner both previously did digital work for the client.
“Each agency showed a deep understanding of ADT’s business, presented creative insights and had great chemistry with our team members,” stated Tony Wells, CMO at ADT. “After a four-month review process, we are confident Arnold, Mediacom and SapientNitro are the right partners to help us grow our business.”
ADT said the agencies would work together to deliver acquisition and retention marketing strategies, “allowing ADT to continue to expand its market position, attract new customers to the brand and deliver more meaningful communications to its 6.5 million customers.”
Avidan Strategies in New York was the search consultant for the review process.
Based in Boca Raton, FL, ADT reported revenues of $3.2 billion for its fiscal year 2012.