Lippincott & Margulies, New York City, the branding and identity consulting firm, and sister firm Mercer Management Consulting, have united their brand capabilities as Lippincott Mercer. Several Mercer senior brand science strategists, to be announced, will join Lippincott Mercer's New York City, Boston and London offices to lead the firm's work in this area. L&M is known for its design work on the red-and-white Campbell Soup can, the Betty Crocker spoon, the General Mills big “G”, and the FTD Mercury logo. Lippincott also helped to design the Tucker automobile and adapted the Coca-Cola logo for packaging.

In February, Berkshire Partners LLC made an equity investment in Acosta Sales and Marketing Co., a sales and marketing agency based in Jacksonville, FL, with 10,000 employees North America. Gary Chartrand was named Acosta's CEO and chairman. Terms of the transaction were not disclosed.

Minneapolis-based Gage Marketing Services, a division of AHL Services, Inc., has taken a new name: Archway Marketing Services.

American Profile, the Franklin, TN-based national weekly magazine for readers of community newspapers, has hired David Geller Associates, Inc. (DGA) as its direct-response advertising representative. DGA has more than 40 years experience in placing advertisements for leading national print publications.