Engauge agency formed to combine brand and direct marketing

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Stan Rapp, co-founder of Rapp Collins Worldwide, has partnered with Halyard Capital to launch Engauge marketing agency.

Before its official launch, Engauge screened more than 100 marketing agencies and acquired two: Direct Impact, Austin, TX, and Ten United, Columbus, OH.

Direct Impact, purchased in February, will be providing Engauge's advanced data analytics. Brand marketing agency Ten United was purchased earlier this month. It specializes in DRTV. Engauge is considering further acquisitions in various marketing disciplines.

Engauge will not be using an integrated agency model. Instead, the firm will combine marketing entrepreneurs with a range of specialties, who will then collaborate on a common bottom line.

The goal of the agency is to form a marketing model based on how consumers interact with emerging media and technology. Engauge will attempt to craft a proprietary behavorial-based approach to planning and will feature consumer engagement labs at each of its locations.

Stan Rapp will serve as the Engauge chairman. The former chairman of TenUnited, Rick Milenthal, will act as Engauge CEO. The company will retain all other senior management in their current positions.

Clients already on board as of Engauge's launch include Best Buy, International Delight, Land O' Lakes, Logitech and Sony.

Private equity firm Halyard Capital is the majority owner of Engauge. The firm has holdings in media, communications and business service companies and specializes in non-traditional media and marketing investments. Petsky Prunier provided financial advising to both Ten United and Direct Impact.

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