Identica creates Blue Science

The Identica Partnership is launching a joint-venture called Blue Science, in conjunction with science and technology group Scientific Generics.

The brand and product development company will be led by Institute of Directors chairman John Butcher, The Identica Partnership managing director Michael Peters and Peter Hyde, managing director of Scientific Generics, which will provide a production arm to the venture.

Identica and Scientific Generics will offer their respective services to Blue Science, through project management teams based inside both groups.

Existing clients of both groups will be offered the other partners’ services and other new clients will be sought.

“There is a demand for Blue Science already. Companies have this very real problem: having a product is one thing but getting it into the market is another,” says Blue Science business development manager David Melton, from Identica.

Melton says Blue Science will seek to develop products across all market sectors from food and drink to IT and telecoms. The operation will be international in scope, but will launch without a dedicated office.

The initiative follows on from the 1998 merger between Identica and Tango, originally formed as part of ad agency Bartle Bogle Hegarty. BBH still owns a 21 per cent stake in the combined business, which when formed had turnover in the region of 10m per annum, and more than 90 staff (DW 11 December 1998).