ADT appoints John Ayling as media planning agency

ADT, the security systems company, has appointed John Ayling &
Associates to handle its 1m media planning and buying account.

It follows a competitive pitch against a number of undisclosed agencies.
The media review follows the appointment of Abbot…

ADT, the security systems company, has appointed John Ayling & Associates to handle its £1m media planning and buying account.

It follows a competitive pitch against a number of undisclosed agencies. The media review follows the appointment of Abbott Mead Vickers.BBDO at the start of last month to handle its integrated advertising business. It is not clear if there was an incumbent agency on either part of the business.

JAA is already working on the planning and buying for a TV campaign that is planned for April. There is expected to be a direct response campaign running as well as branding work.

The agency appointments follow a review of the company’s business development strategy, and it is now planning to take a marketing-led approach to developing the business. ADT marketing director Helen Wylde oversaw the pitch.

ADT, which is part of US-based security company Tyco, manufacturers alarms and security systems, including gas detectors. It claims to protect more than 5 million homes and 2 million businesses worldwide.

ADT launched in the late 1800s as a telegraph delivery company – American District Telegraph – but it moved into security products in 1930. It changed its name to ADT during the late 1980s and was acquired by Tyco in 1998.

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