Arnold Wins ADT’s Creative Business [Updated]

SapientNitro takes digital and MediaCom will handle media

Arnold is ADT's new lead creative agency, joining MediaCom as new key players on the home security giant's roster of shops, ADT has confirmed.

Arnold, pitching out of its Boston office, bested three other shops to land the creative assignment: TBWA\Chiat\Day in New York, McKinney in Durham, N.C. and the incumbent, Doner in Southfield, Mich. At the same time, SapientNitro has won ADT's digital marketing business in a separate pitch against R/GA, Rosetta and roster shop BGT Partners.

The creative decisions come days after MediaCom bested Horizon Media to land media planning and buying responsibilities on ADT. Doner was the incumbent on media as well. Annual media spending is estimated at $100 million.

In a statement, Tony Wells, the chief marketing officer at ADT, said that each of the winning agencies "showed a deep understanding of ADT's business, presented creative insights and had great chemistry with our team members."

David DeMuth, co-CEO and president of Doner, whose relationship with ADT dates back to 1998, said, "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."

The advertising and digital pitches took place two weeks ago at ADT’s headquarters in Boca Raton, Fla. Avidan Strategies in New York managed the review.

ADT describes itself as the largest security company in the U.S., with more than 6 million customers. Wells arrived in the spring of 2012. In an interview after taking the job, he said a key challenge for the brand was staying relevant in a category that had become crowded by telecommunications and cable companies.

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