Direct marketing veteran Stan Rapp had formed a new marketing agency, Engauge, with Halyard Capital, a private equity fund in New York City
Engauge will offer a proprietary behavioral-based approach to planning and will feature consumer engagement labs at each of its locations, the company said.
Rapp is the agency’s chairman focusing on building and growing the agency. He is co-founder and former CEO of Rapp Collins Worldwide, a marketing services company. Prior to that, he worked as CEO of McCann Relationship Marketing.
Rick Milenthal, former chairman of marketing agency TenUnited, has been named Engauge’s CEO. The senior management of both companies will remain in their current positions.
To launch the agency, Engauge acquired Direct Impact, a data analytics firm, in February and TenUnited this month. The agency plans to expand by acquiring other like-minded firms and consolidate them under its ownership.
“With the old order crumbling, the time is right for an innovative marketing solutions model that’s focused on new thinking and talents that drive success in an interconnected world,” Rapp said in a statement. “The answer marketers seek is not about choosing between traditional and digital media or creating a so-called level playing field. It has always been and remains about how to engage consumers and business customers in the most cost effective manner.”
Halyard Capital is the majority owner of Engauge.
Engauge’s client list includes starts Airborne, Best Buy, International Delight, Land O’Lakes, Logitech, Masterfoods USA, Perkins Restaurants, Pert Plus, Sears Optical, Sony, Sure and WellPoint.
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