Market forces ADT reinvention

This event report outlines how ADT, the security brand, adapted its strategy and business model in order to translate its traditional category leadership into the connected home.

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...

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