Chicago--Whittman-Hart & USWeb/CKS, an Internet professional services firm, has renamed itself MarchFirst. The new name, which refers to the date the companies' merger became official, signifies the creation of a new kind of company, said Robert Bernard, MarchFirst president-CEO. Combining USWeb/CKS' brand building and marketing skills with Whittman-Hart's IT consulting and supply chain management skills, MarchFirst creates a consultancy with a broad range of services that include strategy, marketing, creative services, and front- and back-end interfaces, Bernard said. The announcement was made Thursday, but MarchFirst ran teaser ads beginning Monday in The Wall Street Journal
and USA Today,
which contained hidden messages that could be viewed with a red sheet of film given to MarchFirst employees. The company plans a branding campaign for the summer.