Halyard Capital and direct marketing agency vet Stan Rapp announce new agency

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New York—Private equity firm Halyard Capital has partnered with direct marketing agency vet Stan Rapp to form Engauge, a marketing agency described as a departure from the typical integrated agency model.

Each member of Engauge will retain its core specialty and can use the expertise within the consortium to broaden its offering, according to the company. A common financial bottom line has been designed to encourage teamwork among the acquired companies.

Stan Rapp will be chairman of Engauge. Rapp is co-founder and former CEO of Rapp Collins Worldwide, a venerable marketing services agency. He was also CEO of McCann Relationship Marketing and served on the board of McCann-Erickson WorldGroup.

Engauge launches with the acquisition of brand marketing agency TenUnited, which it bought in August, and Direct Impact, a data analytics company it acquired in February, and additional acquisitions are being considered.

Rick Milenthal, chairman of TenUnited, has been named CEO of Engauge.

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