Brand development link-up

THE IDENTICA PARTNERSHIP, the brand development group, is to merge with Tango Design, part of Bartle Bogle Hegarty, the advertising group, in order to concentrate on projecting companies' brands inside shops. The place where consumers buy products - the so-called point of engagement - has traditionally been neglected by advertisers. In the US, however, advertisers spend over $13bn every year promoting brands at the point of engagement.

Identica, founded in 1995 by Michael Peters, has pounds 7m turnover and a client base that includes Seagram, Unilever, One2,One and Gillette.