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Demerger Outlining the grand plan to “unwrite” a decade’s worth of goofy history, demerger documents provide a look at three new companies: Cordiant Communications (mostly the Bates ad agency), Saatchi & Saatchi (a holding company mostly for its eponymous ad agency) and Zenith Media. The first two will emerge in December as publicly quoted companies. Zenith, at least at the outset, will then have Cordiant and Saatchi as its shareholders. How will these liberated entities fare? Probably no worse than before; maybe even better if the ad market stays strong for a few more years.
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