Quad Introduces New Creative Agency: Betty

Quad/Graphics, Inc. is introducing Betty, a new creative agency named after the late Betty Quadracci, trailblazer and co-founder of Quad.

The new offering will integrate all of Quad’s creative business lines to combine its boutique tactics, unmatched 24/7 global production power and commitment to delivering smart, scalable ideas, powered by an in-house network of talented strategists, creatives, content makers, and production and post-production experts.

Betty’s robust solutions include:
• Brand Strategy and Design: best-in-class branding and design fueled by company, category and customer insights to reimagine brand potential
• Campaign Ideation: a data-driven and people-centric approach to defining the brand problem, opportunity and unique brand action
• Premedia, Retail and Adaptive Design: always-on post-production powered by technology to automate and scale with ease; and
• Content Creation: more than 15 global in-studio and on-location services with management, talent and technology to elevate content to the next level.

All former Quad Creative, Periscope and Content Studios leadership and staff are moving to Betty, including Cari Bucci-Hulings, who has assumed the role of president, and Mike Caguin, its chief creative officer. Favorite Child will retain its name as Quad’s brand design practice while remaining part of the larger Betty agency.

“As a company, we strive to embody Betty Quadracci’s inclusive spirit and channel her profound ability to constantly break new ground,” said Bucci-Hulings. “There’s a brilliance and ferocity to her legacy that we’ll carry forward, and that’s incredibly exciting. I believe that the combination of our unique culture, top-tier talent and extraordinary global production power will redefine creative excellence in the months and years ahead.”

“My mother, Betty, truly believed in the power of creativity, not only to influence us personally but to build business within the walls of Quad,” said Joel Quadracci, Quad chairman, president and CEO. “She was the best of Quad and the best of creativity. I’m touched by the enthusiasm from our team to honor and embrace her legacy in this tremendous way. It’s more than a name, it’s our DNA.”