McCann Beat Droga5 and CPB to Win Creative and Strategic AOR Duties for ADT
Media was not part of the review
Security company ADT has selected McCann as its creative and strategic agency of record, following a review.
Two parties with direct knowledge of the review confirmed that CPB and Droga5 were the other finalists and that media buying and planning duties were not part of the review.
Another individual confirmed that ADT, which named Jochen Koedijk of Chewy.com as its new CMO last summer, has ended its relationship with former media agency Horizon and will be handling all media work in-house by the second quarter of 2019.
Doner had been creative AOR on the business, though other agencies worked on ADT’s most recent campaigns.
Spokespeople for CPB, Droga5 and Horizon deferred to the client.
“The McCann team demonstrated they value and understand the power of our purpose-driven brand and our belief that everyone deserves to feel safe,” Koedijk said in a statement. “The selection of McCann is an important step in the evolution of our brand as we transform the company and continue to position ADT as the innovative industry leader in security.”
“We are thrilled and excited to be awarded creative and strategic responsibilities for ADT,” added McCann New York president Devika Bulchandani. “Throughout the review, we encountered talented people, felt great chemistry and were struck by the ambition and drive of the team leading one of America’s most iconic brands, ADT. We look forward to working with them to further position the brand and connect with their customers in new ways.”
The selection follows ADT’s Super Bowl debut this year with an ad from New York agency Bear in the Hall starring HGTV’s Property Brothers. Earlier this month, McCann expanded its executive creative leadership team in New York with two promotions and two new hires.
