ADT Reviews Its Advertising Business

Issues separate RFPs for creative, media, digital

ADT is reviewing its advertising business in a series of separate but parallel pitches, sources said.

The security company has issued individual requests for proposals for its creative, digital and media assignments, according to sources. Agency replies are due back in about two weeks.

In the RFPs, ADT estimates its total annual media spending at $100 million. The company, which is based in Boca Raton, Fla., describes itself as the largest security company in the U.S., with more than 6 million customers.

Doner currently handles creative and media responsibilities, with ADT using BGT Partners and Razorfish for digital projects. BGT, Razorfish and Doner, which has worked on the brand since 1999, have been invited to participate in the review.

Among the key decision makers is Tony Wells, ADT’s chief marketing officer. Wells has been at the company since the spring of 2012. In an interview after taking the job, he said a key challenge for ADT was staying relevant in a category that had become crowded by telecommunications and cable companies.

Before ADT, Wells was CMO at 24 Hour Fitness.

Avidan Strategies in New York is managing the review. The consultancy referred calls to ADT, which confirmed the review. Doner declined to comment.

ADT plans to complete its search by September.