Johnson Direct Rebrands as Responsory to Reflect Evolution

NEWS RELEASE

New name and tagline signify multichannel offerings for Milwaukee-area marketing agency 

Brookfield, Wis. —  Milwaukee area marketing firm Johnson Direct is rebranding as Responsory to better represent its services and approach to marketing solutions. Responsory is a musical term for a response that is recited or sung after a verse or lesson. It originates from the Latin word rēspondēre, which means “to answer.” From a marketing perspective, Responsory suggests dialogue and engagement with a target audience that leads to response and results.

In addition to a new name, tagline and logo, the company has completely redesigned its website to feature its new brand at www.responsory.com.

“The new name reflects how we’ve changed over the years,” says Grant A. Johnson, company founder. “We are not the same agency we were in 1999 when we opened our doors. We have continually progressed and expanded, adding service areas to match the needs of our national client base and keep pace with changes in the marketing world.”

The agency’s roots are grounded in direct marketing, with a focus on measurability, data-driven solutions and generating results. While the emphasis on measurability remains consistent, the skill sets, tools and channels the agency uses to achieve results have evolved from direct marketing to a multichannel approach, encompassing digital communications (Smart Zones digital advertising, website development,email and SEO/SEM), branding, advertising, video, public relations, content development and social media. 

The Responsory tagline, Direct Your Brand℠, highlights a key point of difference for the agency, its proprietary Direct Branding℠ process. Direct Branding combines the art of traditional brand advertising and the immediacy of direct marketing, resulting in an integrated multichannel marketing approach that generates results. The agency’s proven process has helped dozens of clients increase sales leads, improve membership acquisition and retention and boost conversion rates.

“The majority of solutions we have developed for clients in recent years are multichannel and eight out of ten often involve digital,” says Johnson. “The launch of Smart Zones by JD in 2013 tripled the agency’s online advertising work and it is earning click through rates that are often double the industry average.” Smart Zones is the only cookie-free digital advertising platform to map nearly 100 percent of online home,education and business traffic into qualified, target-ready audiences.