This story requires our BI Prime membership. To read the full article,Home security company ADT has taken all of its media planning and buying in-house.
But as the trend to take marketing in-house accelerates, so do the growing pains associated with managing internal agencies, according to a new ANA report.When Jochen Koedijk took over marketing for home security company ADT last summer, he found a company with a reputation for trust and reliability but an image that didn't match the contemporary technology it provides.
"When you outsource everything, your marketing operation doesn't run in unison," he said."My main instigator was the need to take ownership of our own brand and drive change within and outside the organization."As of July, ADT has been handling all its media in-house, including digital, mass-media, and direct mail marketing, as well as marketing analytics and data science and market research, with help from 20 new hires, said Koedijk.
ADT also built a model to measure the effectiveness of its TV advertising, which comprises the bulk of its media spending, said Koedijk. He wouldn't give specifics, but Kantar estimated that ADT spent more than $119 million on advertising in 2018.