PE Firm Halyard Capital has tied up with veteran direct marketer Stan Rapp and formed Engauge, a new marketing solutions agency that intends to use digital media as a way to connect with consumers. Rapp, 82, will be the chairman, reports NYT. The agency will rollup companies in fields like data analytics, behavioral targeting and direct marketing. It has made its first two buys, each estimated to cost $15 million to $40 million: Direct Impact in Austin, Tex., with 100 employees and about $15 million in revenue, and TenUnited, based in Columbus, Ohio,with 200 employees and about $25 million in revenue.

The two companies will probably be fully combined under the Engauge name in early 2008, then blended with other agencies to be bought during the next 12 to 18 months. Rick Milenthal, former chairman of
TenUnited, will serve as Engauge CEO. All other senior management of both companies will remain in their current positions. More in release.

PittsuburgLive: TenUnited had about $200 million in billings last year and just more than $24 million in revenue, and some of its accounts are International Delight coffee creamer, Sure deodorant, Sears Optical and Pert Plus shampoo and conditioner.