Quad Launches Direct, a Quad Agency

After more than a decade of marketers shifting budgets toward digital channels, brands are rediscovering the power of direct marketing as consumers increasingly seek out physical brand experiences. To help marketers capitalize on that shift, Quad/Graphics, Inc. has launched Direct, a Quad Agency.

This is a new full-service agency that helps marketers create, execute, and measure more effective direct marketing campaigns by bringing audience intelligence, pre-market creative validation, production, and measurement together in one connected offering. Carl Fischer, Vice President of Direct Marketing, will lead the agency.

Fischer, the new head of Direct, brings more than 25 years of experience in audience strategy, marketing intelligence, and direct marketing execution. He joined Quad through the company’s 2020 acquisition of Realyze, the pre-market testing and insights firm he co-founded, which now powers Quad’s AMI platform. 

“The strongest marketing happens when physical and digital experiences work together to capture attention, build connections, and inspire action,” said Joel Quadracci, Quad Chairman and Chief Executive Officer. “As brands return to direct marketing, Direct, a Quad Agency, brings together the capabilities Quad has built over decades to help marketers lead the discipline’s next era.”

The agency is purpose-built to connect every stage of the direct marketing journey into one offering. 

Direct’s capabilities include: strategy and planning; audience intelligence powered by Quad’s proprietary household data stack, which reaches 97% of the U.S. adult population; pre-market creative validation through Quad’s Accelerated Marketing Insights (AMI) platform; execution through Quad’s in-house production platform and direct mail automation with At-Home Connect by Quad; industry-leading postal optimization and logistics technology; and end-to-end campaign analytics and measurement.

Direct clients will be able to take advantage of these services seamlessly, helping them improve response rates, reduce print and postal costs, and deliver more memorable and impactful campaigns.