Cendant Corporation (US)

Troubled Cendant spent years restructuring itself before finally breaking itself up into four separate businesses in 2006. It was created in 1997 from the merger of franchise and marketing companies HFS and CUC. Just four months after completion, CUC was found to have inflated its accounts in what was then the biggest fraud in US corporate history. As a result, Cendant spent several years divesting non-core assets in order to appease shareholders before focusing on a new strategic direction. In 2005 the group began moves to break itself up into four separate units: real estate broker Realogy; hotel group Wyndham Worldwide; travel services operator Travelport; and car rental group Avis Budget. The demerger was completed in August 2006. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

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