Market forces ADT reinvention
Geoffrey Precourt Warc
Under a complicated private-equity transaction in mid-February 2016, ADT Corp., the security brand, will merge with Protection 1, another specialist in this category – and which itself is in the process of subsuming ASG Security.
But the new $4.2-billion entity – owned by private-equity firm Apollo Global Management – is set to retain the ADT name and headquarters. And, presumably, the marketing equity developed by Jerri DeVard, ADT's SVP/CMO, will be delivered as a principal company asset.
DeVard joined ADT in March 2014 after a stint as Nokia's first Chief Marketing Officer...