Franklin Madison Acquires SeQuel Response, a Leading Direct Marketing Agency

FRANKLIN, Tenn.--(BUSINESS WIRE)--Franklin Madison, a portfolio company of Mill Point Capital, is pleased to announce its acquisition of Minnesota-based direct marketing agency, SeQuel Response.

The addition of SeQuel Response will accelerate growth for Franklin Madison and its agency services division, FM Engage, by strengthening its services, capabilities, and team.

“SeQuel Response is a fantastic company with a strong reputation for delivering results for its customers through data-driven direct response campaigns,” said Robert Dudacek, President and CEO of Franklin Madison. “We look forward to increased opportunities for the combined business as we continue to expand our services to more companies.”

As a Franklin Madison company, SeQuel Response will be amplified with greater resources and the flexibility to pursue initiatives that are beneficial for the agency and its clients.

“After many years of growth, SeQuel Response is excited to partner with a reputable industry leader like Franklin Madison that shares our company values,” said Jay Carroll, Co-Founder and CEO of SeQuel Response. “We take pride in our commitment to our clients and to staying on top of a rapidly-changing industry. Franklin Madison shares this philosophy, and today’s combination will not only further our commitment to clients, but also strengthen our ability to innovate in the future.”

“This acquisition is a major milestone in the growth and expansion of Franklin Madison and SeQuel Response,” said Rick Bennet, Executive Partner of Mill Point Capital and Chairman of the Board of Franklin Madison. “It will create greater market opportunity and enhanced value to their customers and partners.”

About Franklin Madison and FM Engage
An industry leader with over 50 years of experience, Franklin Madison helps build financial security for individuals and families by delivering industry-leading insurance products through its brand partners. Franklin Madison helps generate increased loyalty and incremental revenue for more than 3,500 financial institutions. FM Engage, a division of Franklin Madison, is a direct marketing agency that uses the power of 50 years of proprietary data to deliver direct response marketing and data services. Based in Franklin, Tennessee, Franklin Madison has approximately 200 employees. For more information, visit franklin-madison.com or follow us on LinkedIn, Instagram, or Twitter at @frnklnmadison.

About SeQuel Response
SeQuel Response has quickly become the go-to direct response advertising agency for growth-oriented consumer brands eager to launch and rapidly scale their direct mail and digital marketing campaigns. In five consecutive years, Inc. Magazine has named SeQuel Response to its Inc. 5000 list of the fastest-growing private companies in the U.S. For more information, visit sequeldm.com.

About Mill Point Capital
Mill Point Capital LLC is an operationally-oriented private equity firm targeting control investments in lower-middle market companies, with a focus on industrials, business services and IT services sectors in North America. Mill Point’s experienced team of investors and Executive Partners seek portfolio company value enhancement through rigorous implementation of transformative strategic initiatives and operational improvements. Mill Point is based in New York, NY. For more information, please visit www.millpoint.com.