Oct
10
ADT Shakes up Agency Roster with New Digital, Creative and Media Shops
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After a four-month-long pitch process, security giant ADT has appointed a new group of agencies. The marketer awarded its creative business to Havas’ Arnold, Boston; its digital business to large indie shop SapientNitro; and its media buying and planning account to WPP’s Mediacom.
The move marks the end of a long relationship with creative and media incumbent Doner. The MDC-backed shop won the company’s $30 million direct-response TV account in the late 1990s. Publicis Groupe’s Razorfish and BGT Partners supported ADT’s digital efforts.
Avidan Strategies was the consultant on the pitch, which began with a total of almost 50 agencies, according to Mr. Wells, across digital, media and creative.
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