Marketing agency Response is
rebranding as StayGold. The new name better reflects its growth and services.
“We were trapped in an identity pickle. On paper, we were thriving — deepening relationships so that
over 80% of our revenue came from clients who trusted us across strategy, experience and campaigns simultaneously,” said CEO Carolyn Walker. “Because of our name, search consultants kept
putting us in boxes we’d outgrown a decade ago. We were invited into briefs for work we didn’t do and excluded from pitches for work we did better than most.”
The revamp is
meant to underscore the importance of the brand experience vs. a visual identity. It’s not a cosmetic facelift, but the operational philosophy of StayGold.
In the last decade, the agency
diversified its portfolio, moving from building products and services to a roster than counts restaurant, tech and regulated industry clients. StayGold reports the share of total revenue from clients
utilizing its core capabilities of brand strategy, brand experience and brand campaigns rose from 11% to 81%.
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The agency has positioned its core capabilities to address the structural
fractures destabilizing the ad market: 71% of marketing executives identify shifting corporate strategies as the single greatest barrier to executing a consistent, effective brand narrative, according
to Forrester Research.
Irma Sandoval, head of personal workspace marketing at Logitech, said: “By choosing this name of
StayGold, they have set an incredibly high bar for themselves, and it takes serious courage to claim that. As a long-term partner, it’s beautiful to watch. I’ve always known their
strategic depth. This moment is the agency finally catching up to its own trajectory and forcing the rest of the market to take notice.”
StayGold’s client roster also
includes Ensign Bickford Aerospace & Defense, McAfee and Backblaze.