Deutsch L.A. wants to popularize the next generation of smart technology. The Interpublic agency has been tapped by Vivint to lead creative and strategic duties for the home automation services provider.
With more than 800,000 installations, the Provo, Utah-based company is the largest home automation player but will now be facing tough competition from the likes of Google, which just bought Nest in February, for $3.2 billion; Apple, AT&T and Verizon. Vivint itself was acquired by private equity investment firm Blackstone Group in late 2012 for more than $2 billion. In addition to home automation, Vivint offers home security and energy management services.
Sources said that Vivint also talked to Southern California agencies like Team One, Vitro Robertson and David&Goliath before selecting Deutsch. Vivint had previously worked with R&R Partners in Las Vegas. Past ad efforts consisted primarily of direct marketing and customer relationship management.
“Vivint uses a very robust direct-to-home sales model with 3,000 people going door to door,” said Mike Sheldon, CEO at Deutsch L.A. “We’ll be providing air cover for their sales people.”
In February, Vivint promoted Jeff Lyman, vp, consumer experience, to chief marketing officer. Before Vivint Lyman spent nearly a decade at Nike where his most recent position was senior director for mobile and web design at Nike+.
By some estimates the smart home market is expected to grow 29 percent a year between 2014 and 2020, from $4.8 billion in 2012 to $35.3 billion.
Given those growth prospects the company said it was attracted to Deutsch because of the work it produced to help brands like HTC and Zillow build their profiles.
“Deutsch L.A. has shown that it can help consumer brands become nationally recognized household names, so they’re joining us at exactly the right moment,” Lyman said.