BOCA RATON, FL — Security company ADT has launched a search for a PR agency to handle its corporate communications business, PRovoke Media has learned.

Florida-based ADT — whose services include residential and small business security — is looking for a firm with earned media expertise, with the goal of placing news and other stories in national media, according to the company's RFP.  ADT's goals include driving awareness of products and services developed with the likes of Google and State Farm as well as its CSR and sustainability initiatives, the document said.

ADT also is seeking help with other core communications strategy and services including campaign planning around events like CES, SXSW and product launches; corporate comms such as  thought leadership and media training; and consumer media relations, the RFP said

The RFP doesn't include ADT's budget for the work.

Participating agencies are currently in the process of pitching the business. ADT plans to name its new agency partner Aug. 25.

ADT has held at least one other major agency review this year. In March, the company hired VMLY&R to handle its ecommerce, creative and customer experience business following a review process.

Over the years, ADT has worked with PR agencies including Praytell and Allison+Partners. In 2019, ADT underwent a full-scale rebrand, which centered around changing the image of the nearly 150-year-old company from being a home security business to a company that offers “human protection.”


ADT did not respond to request for comment.