Lippincott is a consulting firm that primarily eals with brand strategy and the development of corporate identities. The firm was founded in 1943 by J. Gordon Lippincott and Walter P. Margulies as Lippincott & Margulies. From 2003 to 2007, the firm was known as Lippincott Mercer. The firm is part of Oliver Wyman Group, a business unit of Marsh & McLennan Companies. Client base includes American Express, AOL, Citigroup, Delta Airlines, ExxonMobil, Goldman Sachs, IBM, Mashreq, McDonald’s, Nissan, Samsung, and Sprint.