Diana Marszalek 04 Sep 2019 // 3:44AM GMT
BROOKLYN — ADT has tapped Praytell with supporting communications for the full-scale rebrand of the 145-year-old security company.
As ADT’s agency of record, Praytell is charged with revitalizing the brand and driving interest in its portfolio of home, work and personal security products and services.
Praytell won the business in a competitive pitch. Allison+Partners was ADT’s most recent AOR.
The rebrand is centered around changing ADT's image from being a home security business to a company that offers "human protection."
Praytell's remit includes executing a multi-faceted initiative that personalizes ADT communications and experiences under the tagline, “What do you want to protect?” The campaign includes a new website, TV and digital ads, a social media effort and media takeovers in major cities.
"We feel awfully lucky for the chance to dig in with ADT at this time, during a brand transformation that will fundamentally change the way people see and feel about the already iconic brand,” said Praytell founder Andy Pray. “It's been a sprint from day one but that's the way we like it, with the passion from the ADT side both palpable and infectious.”