ADT Moves Creative Back to Doner From Arnold After Less Than a Year

Account Had Been at Arnold for Just Eight Months

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Jerri DeVard
Jerri DeVard

Security giant ADT has handed its creative account back to Doner without a review, just eight months after it awarded the account to Havas' Arnold.

Doner, an MDC-backed shop, won the company's $30 million direct-response TV account in the late 1990s. Publicis Groupe's Razorfish and BGT Partners supported ADT's digital efforts.

But last October the marketer changed its agency roster and gave creative to Arnold, Boston; its digital business to large indie shop SapientNitro; and its media buying and planning account to WPP's Mediacom.

Arnold produced a campaign, "Mind's Eye," that debuted in January. It aimed to illustrate the relief that comes from knowing consumers can check on their home's security via mobile phone while they're away. Work currently airing is from Doner and Zimmerman, the latter of which handles dealer and partner advertising for ADT.

SapientNitro and Mediacom are unaffected by the reversal on creative.

The shift back to Doner comes less than three months after Jerri DeVard joined the company's as its new chief marketing officer. Ms. DeVard previously held senior marketing roles at Nokia, Verizon and Citi.

Ms. DeVard declined to say exactly why she undid last October's move. Arnold referred a request for comment back to the client.

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

The company moved its accounts last October because it had wanted "to make sure we were listening to what best-in-class in the market was and wanted to make sure the agencies were best aligned with our objectives," she said.

The company in 2013 spent $71.2 million on U.S. measured media, according to Kantar Media, down from $77.1 million the prior year.

In late 2012, ADT Security Services completed its spinoff from parent company Tyco International and became a publicly-traded company on the New York Stock Exchange.

Home security companies such as ADT are facing increasing competition from cable companies such as Time Warner Cable, which are increasingly offering home security and smart-home services.

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