While striving to secure its future as a digital home security system brand for modern consumers, the ADT home security company is updating its marketing strategy. The company based in Boca Raton, Florida, has chosen McCann Worldgroup as its leading creative and strategic agency, after a two-month review. Under the direction of a new marketing director, ADT is also carrying out its internal media purchases and plans to promote more of its smart home security systems.
Koedijk, who joined the brand as senior vice president and CMO of Chewy last July, says there is an awareness opportunity for ADT. Many people, for example, do not realize that the 145-year-old brand has had an existing digital home security system platform compatible with Amazon’s Alexa and Google Home, he says.
“Many people, when you tell them that ADT has these enormous capabilities, they don’t even know it,” he says. “That’s where we have a great opportunity to raise awareness of those kinds of capabilities, especially at a time when they have become quite popular.”
Earlier this year, ADT made its first place in the Super Bowl, which featured Property Brothers Drew and Jonathan Scott of HGTV. The Scott brothers will continue to appear in ADT marketing content for the rest of the year; McCann’s first job will be released in the third quarter. Koedijk points out the agency’s 360 approach that includes educating ADT employees about brand changes. The Super Bowl venue was created with Bear in the Hall, which will continue working with ADT.
Last year, ADT spent approximately $ 80 million on media in the United States, according to Kantar Media. Koedijk says the company will increase its marketing investment this year, although he denied providing details. The company has also doubled its marketing staff since Koedijk joined last year. Part of that increase in personnel is attributed to the brand that internalizes all its media operations. At the end of last year, ADT, which had been working with Horizon Media, began the change by moving its social networks internally; All media will be home at the end of June.
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