Halyard Capital, direct marketing vet Rapp announce new agency

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New York—Halyard Capital has partnered with direct marketing agency veteran Stan Rapp to form Engauge, a marketing agency that they say is 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 offerings, according to the company. A common financial bottom line has been designed to encourage collaboration among the member companies.

Stan Rapp is chairman of Engauge. He is the former CEO of Rapp Collins Worldwide. He was also CEO of McCann Relationship Marketing and served on the board of McCann-Erickson WorldGroup.

Engauge launches with brand marketing agency TenUnited, which was acquired in August, and Direct Impact, a data analytics company acquired in February. Additional acquisitions are being considered.

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

—Carol Krol

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