Periscope Parent Quad Launches New Agency Betty

In Wisconsin, USA, marketing experience company Quad/Graphics has launched a new creative agency called Betty, with core services including campaign ideation, brand strategy and design.

Betty takes its name from the late Betty Quadracci, co-founder of Quad. All staff from Quad Creative, Content Studios and Periscope will move to the new division. The last of these was acquired at the end of 2018 for $132.5m, with the company stating that its aim was to build an end-to-end, fully-integrated marketing services offer.

Betty's Brand Strategy and Design offer will be driven by company, category and customer insights, and its Campaign Ideation will take a data-driven and people-centric approach to defining a brand's challenges and opportunities. The company will also offer Premedia, Retail and Adaptive Design; and Content Creation, via more than 15 global in-studio and on-location services.

Two former Periscope execs take senior roles in the new setup: Cari Bucci-Hulings as President, and Mike Caguin Chief Creative Officer. Quad's brand design practice Favorite Child will retain its name while remaining part of the larger Betty agency.

Bucci-Hulings comments: 'As a company, we strive to embody Betty Quadracci's inclusive spirit and channel her profound ability to constantly break new ground. There's a brilliance and ferocity to her legacy that we'll carry forward, and that's incredibly exciting'. Quad Chairman, President & CEO, Joel Quadracci adds: '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. 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'.

Quad employs approximately 13,000 people in 14 countries, and its new agency is online at www.bettyagency.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.