Brink's Home Security Inc. has named DraftWorldwide, Chicago, as its creative agency of record.
The account was wrested from Deutsch, New York, which handled all advertising for Brink's, Irving, TX. Four agencies presented proposals, with Rapp Collins Worldwide, Dallas, and DraftWorldwide making the final cut.
“They were looking for knock-your-socks-off creative,” said Lee Hill, president of DraftWorldwide's Chicago office. “They're looking for leads that we'll generate through our creative for direct marketing.”
The agency offers creative strategy, development and execution for direct mail, direct response television and print media like magazines and newspapers.
In a separate award, Novus Print Media, a Minneapolis discount print media firm owned by Omnicom Media Group, has been named to handle magazine and newspaper media planning and buying.
Founded in 1983 as a division of the 142-year-old Brink's Inc., Brink's Home Security monitors home-security systems for more than 675,000 customers in North America.
One of the leading direct marketing agencies worldwide and owned by Interpublic Group of Companies Inc., New York, DraftWorldwide last year reported billings of more than $3.6 billion. Clients include Burger King Corp., Kellogg Co., American Express Co. and Compaq Computer Corp.
“It's a highly competitive category, with some strong competitors like ADT,” Hill said. “So, our challenge is to outdo what [competitors are] doing and then some.”