ADT’s DeLu Jackson on why the marketing funnel is more like an ‘infinity loop’ now

ADT’s EVP and CMO DeLu Jackson joins The Current Podcast to discuss how the company’s partnership with Major League Baseball’s Miami Marlins reinforces the impact of live sports. Jackson also touches on why the marketing funnel isn’t so much a funnel anymore as it is an “infinity loop.”

Episode Transcript

Please note, this transcript may contain minor inconsistencies compared to the episode audio.

[00:00:00] Damian: I'm Damian Fowler.

[00:00:02] Ilyse: And I'm Ilyse Liffering. And

[00:00:03] Damian: welcome to this edition of The Current Podcast.

[00:00:06] Ilyse: This week, we're delighted to talk with DeLu Jackson, EVP and CMO of ADT. [00:00:12] Damian: The home security's brand synonymous with its blue octagon logo, seen on front lawns and in windows across the United States, is turning 150 years old this August.

[00:00:28] In all those years, ADT has seen its customers needs fluctuate, technology has given more power to individuals, and the inconsistent housing market is turning out more renters than owners.

[00:00:40] Damian: Delu starts out by telling us what messaging the brand is leaning into as it reaches a new milestone

[00:00:49] Ilyse: DeLu, ADT is celebrating its 150th birthday in August. That little blue hexagon basically has been known for a long time and signs in front of front [00:01:00] yards and windows across America.

[00:01:02] How has the brand continued to evolve and how is the brand leaning into new messaging?

[00:01:15] DeLu: you know, monumental 150th birthday. And for us, that's a really great testament as much to all the things we've accomplished in that 150 years. But more importantly, what it means for the next 150 years, because all of that's been driven by a consistent commitment to innovation, insecurity, safety and now even smart home.

[00:01:38] So it's been the evolution of the definition of what it means to be safe, protected and connected. and for all of our history, we've been focused on making sure that we're the leader and providing that to our, customers.

[00:01:54] Ilyse: and I understand there's even like a new campaign coming out soon?

[00:01:57] DeLu: Oh, yeah. So part of this [00:02:00] innovation and this even history of it is recognizing that from our consumers always that, every second counts, right? That when we think about what we're doing, there's this tension between, living your life to the fullest

[00:02:14] and having the opportunity to travel and do amazing things because the things that you care about are protected.

[00:02:21] And so this idea that when every second counts, you can count on ADT and really always have is really exciting for us,

[00:02:29] internally And externally.

[00:02:31] It's such a Great manifestation of what we've always been and what we aspire to provide, going forward.

[00:02:40] Ilyse: On that note, I remember even like five years ago I wrote a piece for Ad Age about how the brand underwent a marketing transformation to drive the message home that ADT is much more than a home security provider. With your smart home integration and your mobile security options for small and large businesses.[00:03:00]

[00:03:00] How has that, moved the needle forward.

[00:03:02] What would you say is the perception of the brand today?

[00:03:05] DeLu: say the perceptions continue to evolve and I'd say that the one great thing is that the foundational relevance of safety and security are still super high for so many consumers. It's what they need. And as the space has evolved to be more smart home and connected devices and, video and cameras, we've continued to provide that and customers are programming and our messaging have continued to reinforce that. with partnerships and with our continued platform innovation to provide those capabilities. So it's been a big part of our continued innovation and commitment to innovation for safety and security.

[00:03:46] Damian: One of the things that's really interesting to me is your approach to ads in the campaigns that you launch. and I know that in 2023 switched from sort of more fearful or scary approach to a humorous [00:04:00] one. And I'm just wondering, you mentioned that tension between living your life to the fullest and also looking after things that matter.

[00:04:06] Could you talk a little bit about that tension and how it informs

[00:04:10] your

[00:04:10] campaigns.

[00:04:11] DeLu: I think it's really a really important one that we called the FUD or fear, uncertainty and doubt. And the YOLO, you only live once, and that's always been the tension th...