ADT hands retained PR brief to Unity

Unity has been named as the retained PR agency for ADT, the UK’s leading provider of fire and security systems for home and business, as the brand looks to move away from TV and radio advertising and focus on digital and PR activity.

ADT offers 24/7 monitored burglar alarms, smart security, and CCTV systems, as well as monitored smoke and carbon monoxide detectors for its customers.

Unity, which won the retained brief following a competitive pitch, will be the lead agency for ADT’s home and business accounts, with a brief to drive creative integrated campaigns throughout 2017 and beyond to raise brand awareness.

The agency will also lead a brand “tone of voice refresh”, concentrating on connecting emotionally with consumers, making the brand relevant to consumers outside of just the purchase moment.

Jo Birtwistle, head of comms at ADT, said: “We are really excited to be working with the team at Unity, who from the moment we first met inspired and influenced us with its creative response. Unity helped us to see our brand, our challenges and our opportunities in a whole new light.

“Its approach of focusing on understanding our customers’ lives and interests – and that being at the heart of all our activity – was a completely new one, but one which really resonated with us.

“Brilliantly, its ideas are relatable across both our home and business accounts, which is really important to create seamless brand campaigns, increasing positive brand awareness and loyalty.”

Katy Stolliday, director at Unity, added: “We’re delighted to be working with ADT and we’re really excited about our upcoming campaigns – it’s not often that your pitch ideas are the ones which get taken forward exactly as you presented.

“Key to our response was looking at the brief through Unity’s purpose of ‘increasing human happiness’ and tapping into the positive role ADT can play in people’s lives.”