Contenders Prepare for ADT Finals

Company holds separate pitches for creative, digital, media

Contenders are gearing up for final pitches in ADT’s three-pronged review, which spans traditional advertising, digital marketing and media planning and buying.

Each piece of the business constitutes a separate but parallel pitch, with no overlap among contenders.

For traditional advertising, for example, the finalists are McKinney in Durham, N.C., Arnold in Boston, TBWA\Chiat\Day in New York and the incumbent, Doner in Southfield, Mich., according to sources. None of those shops are also pitching the digital assignment, however. Sources identified the digital finalists as R/GA, SapientNitro, Rosetta and an incumbent, BGT Partners.

Media is a two-horse race, with Horizon Media and MediaCom squaring off, said sources. All told, ADT, which describes itself as the largest security company in the U.S., spends about $100 million in media each year. A company representative declined to comment.

Final presentations will take place next week at ADT’s headquarters in Boca Raton, Fla. Selections are expected by the end of the month. Avidan Strategies in New York is managing the process.