Direct Response a Key Portion of $30 Mil. Account
DETROIT – Doner has won the $30 million ADT security firm account after a review that began in February.
A representative for the Southfield, Mich., agency confirmed the win and referred calls to ADT, Boca Raton, Fla. The client could not be reached for comment.
ADT retained search consultancy AAR/Bob Wolf Partners to handle the review for its U.S. ad account. The business was previously handled by Rapp Collins Worldwide, New York, which sources said did not participate in the review.
ADT considered direct response and full-service shops. Doner bested at least two other agencies for the account, including Bozell Kamstra (formerly McDougall Associates), Peabody, Mass., which handles advertising for ADT parent Tyco International, maker of electronic-security and fire-detection systems.
Doner’s first work is expected to break in the fall, and is likely to have a heavy direct component, including TV and print. Loyalty and retention programs and branding are also considered key for the client.
The account will be handled in Southfield and by direct marketing unit Doner Direct in Baltimore. Doner, which recently lost the FTD and Lowe’s accounts, is also a finalist in the Progressive Insurance review.
ADT has over 220 locations serving residential, business and government properties.
As part of its full range of security solutions, ADT’s array of electronic security products, systems and services, includes intrusion and fire protection, closed circuit TV, computer security and mobile security. ¡