In some ways, the current form of Response Marketing may have been accidental. Not really, but CEO Carolyn Walker calls herself the “accidental entrepreneur” since she never planned to own an agency—she started as a freelancer at Response, quickly became a partner, and eventually bought out the original founders in 2009. Agency president David Klineberg, on the other hand, came from the film world, working in PR before finding his way to Response through a chance job application.
With a shared alma mater in Northwestern, this dynamic duo has a strong sense of their leadership role in the industry—focusing deeply on strategic branding, digital experiences and campaign execution.
We learned more about Response’s POV and nudged Klineberg into spilling a little Hollywood tea (sort of).
Watch the interview
Agency Background and History
Walker shared her journey from the client side of marketing to agency ownership. She initially joined Response as a freelancer, became a partner within a year, and bought out the original founders in 2009. Klineberg, coming from a background in film PR, found his way to Response after moving back east, where he and Walker connected over their shared alma mater. Their combined leadership helped shape the agency into what it is today.
What the Agency is Best Known For
Response specializes in strategic branding, helping companies with brand positioning, brand portfolio management, and brand identity. They also focus on creating engaging brand experiences in digital spaces and executing comprehensive brand and performance marketing campaigns. Their approach is deeply strategic, ensuring that brand messaging is consistent and impactful.
The Agency’s Main Strengths
Their top strengths lie in brand strategy, digital brand experiences, and execution of brand and performance campaigns. They take a holistic approach to branding, offering everything from positioning to portfolio management, and ensuring digital touchpoints reflect a brand’s essence. Their ability to execute creative, results-driven campaigns further differentiates them.
Why Independence is Important
Independence allows Response to operate with flexibility and authenticity, both in their agency culture and client relationships. Klineberg emphasized that they don’t treat employees as “line items on a spreadsheet” and instead prioritize people, fostering a culture of empathy. Independence also gives them the freedom to make strategic business decisions in the best interest of their clients without being beholden to a holding company.
Why Brands Should Work with the Agency
Walker highlighted the agency’s ability to get deeply immersed in a brand’s DNA. Their independent status allows them to form close relationships with brands, ensuring that their marketing efforts are rooted in a true understanding of a company’s purpose and goals. She also pointed out that her background on the client side helps the agency bring a unique perspective, allowing them to empathize with the challenges that brand marketers face.
Why Talent Should Consider the Agency
Response fosters an environment of collaboration, curiosity, and growth. Their values—curiosity, bravery, and caring—guide their approach to leadership and team building. Employees are given the space and freedom to develop their skills, and the agency supports their evolution by encouraging creativity and professional development. They also pride themselves on standing up for their team and ensuring they have the resources to succeed.
Weirdos, Misfits, or Underdogs?
Response identifies most with the term “underdog.” As a smaller independent agency, they embrace the challenge of earning their seat at the table. While they are confident in their work and the results they deliver, they maintain an underdog mentality that fuels their drive to prove themselves and continually push for excellence.
The Marketer and/or CMO They Want to Say Hello To
Walker expressed interest in connecting with the marketing leadership at Torchy’s Tacos, a fast-growing restaurant brand she admires for its innovation and branding. Klineberg highlighted interest in airline brands, specifically emerging low-cost carriers operating out of their regional airport. They also praised Airbnb’s “Made Possible by Hosts” campaign, expressing a desire to collaborate with marketing minds behind similarly impactful campaigns.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
