ADT in pan-European corp branding drive

Security systems giant ADT has appointed Countrywide Porter Novelli to handle its £400,000 corporate branding PR pan-European account just months after it hired Beattie Communications.

Beattie held ADT’s UK account for more than four years but added responsibility for another 14 European markets at the start of the year, only for ADT to put the entire account out for pitch in February.

ADT, which has more than 7.8 million customers of its security monitoring systems and is owned by the world’s largest security provider Tyco Fire and Security, is aiming to become a more active media commentator across a range of security issues.

‘Our communications activity to date has been largely focused on product and contract news, so we are looking to demonstrate the kind of thought leadership that reflects our position as a quality leader and total solutions provider,’ said ADT Europe communications director Karen Holland.

The remit centres on providing consistent corporate branding through media relations in 15 European markets, said Holland, which requires a more developed network of media contacts outside the UK.

‘Beattie delivered a strong performance on the UK programme but we felt we needed a strong on-the-ground presence for our European work,’ explained Holland. ‘By taking on a pan-European agency, we will increase the quality of our coverage and deliver messages more effectively.’

CPN beat Burson-Marsteller, Kinross & Render and BI Worldwide to handle ADT’s media relations, on a contract that also includes media monitoring, issues alert, news generation and regional PR support.

CPN deputy managing director Teresa-Anne Dunleavy said the UK agency will act as the ‘hub’ for European strategy development, overall programme direction and co-ordination of 11 CPN offices, as well as UK implementation.

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