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Campaign Imminent: ADT names creative AOR, moves media in-house amid spend increases

Under relatively new CMO Jochen Koedijk, in February.

Note that Koedijk also decided to shake up ADT's media account, ending its relationship with said the move will help ADT promote more of its smart home security systems, which are compatible with Amazon's Alexa and Google Home.

The first work from McCann is slated to roll out in Q3, so reach out to the in-house media personnel for revenue. Afterwards, focus on securing revenue tied to top spending periods Q2 and Q4. ADT has been moving to secure modern (millennial and Gen-X) homeowners, but it also targets boomers.

Spend at ADT has been increasing and expect those increases to continue. ​Koedijk last year. For example, ADT hired commercial operations VP Ken Schafenberg (January); business development SVP Elliot Cohen (April); marketing analytics director David Walters (April); and consumer sales strategy programs and analytics VP Michael Drory (April).

Most of the increases should go to the smart home security systems, but we also expect increases to the ADT's DIY segment. ADT's last earnings call stated that a good amount of marketing would go towards its DIY, which makes sense since ADT just acquired DIY security service Bucks County, and hired John Owens as president of DIY (February).

Kantar reports ADT's 2018 spend increased to $69.3 million from that of $55.5 million in 2017 and $63.4 million in 2016. These efforts consist of digital, broadcast, outdoor, print, experiential, radio and social, and keep in mind ADT is increasing its use of influencers. HGTV's Properties Brothers, which made their debut earlier this year, will be used throughout the year.

According to ot, a YTD national TV spend of $16.5 million has targeted a diverse audience (see chart right). ADT's 2018 spend slightly decreased to $51.9 million from that of $53.5 million in 2017.

Within the past 12 months, Adbeat reports that the company has spent $3.2 million on digital display placed mostly through Outbrain (44%) and direct (41%) networks onto site destinations such as youtube.com, shareably.net, cnet.com, cnn.com and someecards.com. Since ADT's spent $1.3 million during the prior 12-month period, expect spend to continue rising.

Agency & martech readers -- it looks like the company's work is handled. Prospect elsewhere.