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 the growth of Franklin Madison and its agency services division, FM Engage, by strengthening its services, capabilities and team.

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

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

“After many years of growth, SeQuel Response is thrilled to partner with a reputable industry leader like Franklin Madison who shares our company values,” said Jay Carroll, co-founder and CEO of SeQuel Response. “We pride ourselves on our commitment to our customers and to staying at the forefront of a rapidly changing industry. Franklin Madison shares this philosophy, and today’s combination will not only strengthen our commitment to customers, but also strengthen our ability to innovate in the future.

This investment will create greater market opportunities and customer value for current and future customers of SeQuel Response, Franklin Madison and FM Engage.

About Franklin Madison and FM Engage

An industry leader with more than 50 years of experience, Franklin Madison helps build financial security for individuals and families by offering industry-leading insurance products through its brand partners. Franklin Madison helps generate increased loyalty and additional revenue for over 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 marketing and data services. Based in Franklin, Tennessee, Franklin Madison has approximately 200 employees. For more information, visit or follow us on LinkedIn, Instagram or Twitter at @frnklnmadison.

About the SeQuel answer

SeQuel Response has quickly become the go-to direct response advertising agency for growth-focused consumer brands looking to quickly launch and scale their direct mail and digital marketing campaigns. For five consecutive years, Inc. Magazine has named SeQuel Response to its Inc. 5000 list of America’s fastest-growing private companies. For more information, visit

About Mill Point Capital

Mill Point Capital LLC is an operations-oriented private equity firm targeting control investments in lower-middle-market companies, with an emphasis on the industrials, business services and IT services sectors in America North. Mill Point’s experienced team of investors and executive partners seek to enhance the value of portfolio companies through the disciplined implementation of transformative strategic initiatives and operational improvements. Mill Point is based in New York, NY. For more information, please visit


Andrea Heger

Senior Vice President


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