Mercury Becomes Conover Tuttle Pace

BOSTON Independent Conover Tuttle said it has acquired Mercury Advertising.

As a result, the Lynnfield, Mass.-based agency will become Conover Tuttle Pace.

Mercury founder and president Grant Pace becomes executive creative director and partner of the combined shop; he will relocate to the Lynnfield office. Mercury’s Raleigh, N.C., operation will be rebranded with the CTP name. The combined agency has 20 staffers.

Financial terms of the deal were not disclosed.

“Grant produces smart, original work that gets people’s attention and, even more importantly, makes a difference in the advertiser’s business,” said agency president Fred Conover in a statement. “Our current and future clients will benefit considerably from his talent. This is a significant step forward for us.”

In addition to founding Mercury, Pace also has had stints at McKinney + Silver, Backer & Spielvogel and DMB&B, where he wrote “Bud Bowl” commercials for Anheuser-Busch.

“I needed the support a more traditional agency could offer,” said Pace. “The agency is really poised to go to the next level and all it really needed was a creative jolt.”

Conover Tuttle and Mercury had worked together during the past two years on national television campaigns for the National Thoroughbred Racing Association.

The agency’s client roster includes General Dynamics Network Systems and the Atlantic 10 Conference.