LifeLock taps SeQuel Response as direct mail agency of record

Identity theft protection company LifeLock has selected SeQuel Response as its agency of record for direct mail campaigns, said Erick Dickens, LifeLock’s director of product marketing. SeQuel will work in conjunction with LifeLock’s lead AOR McCann Erickson Los Angeles.

The announcement comes as LifeLock plans to kick off a national direct marketing campaign called “Army of Lockmen.” Prior to becoming the company’s agency of record, SeQuel developed creative under the guidance of McCann Erickson Los Angeles. The“Army of Lockmen” campaign, designed to promote LifeLock’s new LifeLock Ultimate service, will feature television spots as well as a direct mail component, which will supply potential customers with additional information not conveyed in the television spots. “Direct mail will be used to explain the specific benefits of the new product and the specific components,” said Dickens.

While LifeLock had been active in direct marketing since its inception in 2005, according to Dickens, it has only used direct mail since 2009. “We had to move into new mediums carefully, because every dollar we spend is valuable,” Dickens explained. “We had early success on TV, and we needed to reserve as much of our spend as possible to maximize our effectiveness on TV.” However the company has since been impressed with the ability to drive customer acquisitions through direct mail, and began accelerating its use in 2011, ultimately leading to its selection of SeQuel to exclusively handle its direct mail campaigns.

According to Dickens, the company’s prior relationships with direct mail service providers were on a project basis. Dickens declined to name the other agencies LifeLock had used. “When we were looking to optimize our direct mail for economies of scale, SeQuel was the most comprehensive provider,” said Dickens. “They are a one-stop shop in terms of creative development, placement and measurement. They were very competitive on all three, as well as pricing.”

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