ADT Leaves Non-Secure Relationship With Arnold After Less Than a Year

By Shawn Paul Wood 

adt security

It was only eight months ago when Arnold beat out some stiff competition to become security giant ADT’s chief creative AOR.

It was a big day for the agency pitching out of its Boston office, which beat TBWA\Chiat\Day in New York, McKinney in Durham, N.C. and the incumbent, Doner in Southfield, Mich. Remember that name of the incumbent…because evidently ADT did not.


In an article eight months ago, David DeMuth, co-CEO and president of Doner, had a parting shot:

“We’re proud of the work we did together with ADT, making them the undisputed leader in home security and home management with over 25 percent market share. There’s no shame in a 15-year run.”

Jerri_DeVardGood thing DeMuth didn’t burn that bridge, because ADT just fired Arnold and fell back into the comforting arms of Doner–without another agency review.

The backstep comes less than three months after Jerri DeVard joined the company as its new chief marketing officer. Ms. DeVard previously held senior marketing roles at Nokia,Verizon and Citi. She said:

“We have a 16-year relationship with Doner, and they understand the DNA of the brand and how to focus their resources. Doner really knows us an understands and has the ability to continue to drive the success we had in the past.”