Direct Marketing Solutions (DMS) is making a statement about the staying power of direct mail.

The integrated direct marketing provider announced it has acquired Johnson & Quin, a family-owned firm with a 150-year operating history. The deal unites two organizations with complementary capabilities, creating what executives describe as a national direct marketing authority with expanded production scale and omnichannel depth.

In an era dominated by digital buzzwords, this acquisition underscores a quieter reality: data-driven direct mail is not only alive, but evolving.

A Legacy Meets a Modern Marketing Engine

Johnson & Quin’s history stretches back to the 19th century—a rarity in any industry, let alone marketing. Known for its production expertise and long-standing client relationships, the company has built its reputation on reliability, precision, and operational consistency.

Direct Marketing Solutions, by contrast, is often positioned as a performance-focused, data-driven operator, blending direct mail production with omnichannel marketing strategies.

“This is an exciting combination for everyone involved,” said DMS CEO Luke Teboul. “Johnson & Quin brings an amazing, talented team and a legacy of excellence that aligns perfectly with our culture and values. Together, we're building an industry powerhouse that delivers even greater impact for our clients.”

The strategic logic is straightforward: combine Johnson & Quin’s production pedigree and regional strength with DMS’ analytics, automation, and omnichannel expertise.

Why Direct Mail Is Back in Focus

Direct mail has undergone a quiet resurgence over the past several years. As digital advertising costs climb and inboxes grow increasingly crowded, brands are revisiting physical mail for its higher engagement rates and tangible presence.

Modern direct mail isn’t just mass printing. It’s data-informed, highly targeted, and often integrated with digital touchpoints—QR codes, personalized URLs, and triggered campaigns based on behavioral data.

DMS has leaned into that intersection of experience and innovation. The addition of Johnson & Quin enhances its ability to scale production while maintaining precision and speed-to-market—two factors that matter when campaigns must align with digital launches or seasonal pushes.

Strategic Midwest Expansion

One of the most tangible outcomes of the acquisition is an optimized Midwest production footprint. For national brands, geographic distribution matters. Production facilities closer to key regions can reduce logistics costs, improve turnaround times, and mitigate supply chain disruptions.

Clients of the combined organization can expect:

• Deeper cross-industry expertise

• Expanded services and production capabilities

• Access to broader strategic talent

• Improved logistics and regional reach

In a competitive landscape where turnaround times can influence campaign performance, operational efficiency is more than a back-office metric—it’s a strategic advantage.

Leadership Continuity, Evolution Ahead

Leadership transitions are often where integrations falter. DMS appears to be structuring this deal with continuity in mind.

Andrew Henkel, previously President of Johnson & Quin, will become President of Direct Marketing Solutions. David Henkel will join the DMS Board of Directors, preserving institutional knowledge and legacy relationships.

Meanwhile, longtime DMS leaders Mike Sherman and Steve Sherman are moving into strategic advisor roles, signaling a generational shift supported by deliberate succession planning. The company has reportedly invested over the past 18 months in strengthening leadership across sales, strategy, and client services.

David Henkel emphasized the cultural alignment behind the deal: “We would only join forces with a partner that would take care of our people, our customers, and our legacy. We found that partner in Direct Marketing Solutions.”

Consolidation in a Fragmented Market

The acquisition also reflects broader consolidation trends in marketing services. As brands seek integrated solutions and measurable ROI, scale matters. Smaller firms often struggle to compete with larger players that can invest in automation, data science, and nationwide logistics.

By combining capabilities, DMS and Johnson & Quin are positioning themselves as a vertically integrated provider—offering strategy, production, and performance measurement under one roof.

For clients, that can mean fewer vendor relationships and tighter alignment between creative strategy and execution.

The Bigger Picture

Direct marketing may not dominate headlines like AI or programmatic advertising, but it continues to generate significant revenue for brands that use it strategically. The key differentiator today is integration—connecting offline and online touchpoints in measurable ways.

With this acquisition, Direct Marketing Solutions strengthens its claim as a full-service, data-driven operator capable of delivering end-to-end campaigns at scale.

For Johnson & Quin, the move marks the next chapter in a 150-year journey—transitioning from family-owned legacy firm to part of a larger national enterprise.

In a marketing world obsessed with what’s new, this deal is a reminder that enduring channels—when modernized—can remain highly relevant.

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