It was announced today, September 16, that Corporate Edge, the brand consultancy best known for helping conceive Egg and launching Aviva, are merging with corporate communications agency, Likemind.

The merger is the latest move in a history of union and separation.

Craton, Lodge & Knight (CLK), a strategic innovation consultancy, and Michael Peters Ltd (MPL), an interior and architectural design consultancy, merged in 1997 establishing what was then the UK’s largest branding consultancy. The new company was rebranded as Corporate Edge in 2001.

In 2008, the Corporate Edge Group divided itself, spinning out sister agency Likemind. Branding arm Corporate Edge retained the name. The change was to indicate to clients a distinct focus on branding and communications and reflect the changing nature of business communications.

However, little over two years later, the companies are rejoining forces, once again operating under the Corporate Edge banner. The combined company will work together with clients on brand development.

Nick Jefferson, appointed CEO of Likemind in February this year, will assume the position of CEO of the newly merged company. “We’re excited about the potential for the new business, which allows us to offer a much more comprehensive and seamless branding and communications service, and our clients are too.”

He went on to say: “Digital engagement is an inescapable part of brand management and by combining the two teams we will be able to offer clients of both companies a compelling service that can take them from strategy to implementation.”