Quad launches Direct, a Quad Agency, to lead the renaissance of direct marketing

Rhea-AI Summary

Quad (NYSE: QUAD) has launched Direct, a Quad Agency, a new full-service direct marketing agency headquartered in Sussex, Wisconsin, aimed at helping brands capitalize on renewed interest in physical brand experiences.

Direct unifies strategy and planning, audience intelligence powered by Quad’s proprietary household data stack reaching 97% of U.S. adults, pre-market creative validation via the AMI platform, in-house production and direct mail automation through At-Home Connect, postal optimization and logistics technology, and end-to-end analytics. According to Quad, this connected offering is designed to improve response rates, lower print and postal costs, and make campaigns more memorable. Carl Fischer, Vice President of Direct Marketing with more than 25 years of industry experience and a background at Realyze and CFM Direct, will lead the agency amid projected growth in U.S. addressable direct marketing from $525 billion in 2026 to about $700 billion by 2029.

Positive

• Launch of Direct agency to offer unified, full-service direct marketing
• Audience data reach to 97% of U.S. adult population via proprietary stack
• End-to-end capability from strategy and testing to production and analytics
• Leadership appointment of Carl Fischer with 25+ years of direct marketing experience

Negative

• None.

News Market Reaction – QUAD

-2.75%

-2.75% Session close to close

In the Aug 5 session, QUAD declined 2.75%, reflecting a moderate negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

Before publication, QUAD closed at $10.55, with a 52-week range of $5.12 to $11.145. That market pos...

Analysis

Before publication, QUAD closed at $10.55, with a 52-week range of $5.12 to $11.145. That market position frames the agency launch as a business-expansion update, with execution remaining a risk.

Key Figures

Audience reach: 97% Addressable direct marketing industry: $525 billion Addressable direct marketing industry: $700 billion +5 more

8 metrics

Audience reach 97% U.S. adult population reached by Quad's household data stack

Addressable direct marketing industry $525 billion Projected U.S. industry size in 2026

Addressable direct marketing industry $700 billion Projected U.S. industry size in 2029

Triggered mail response 2 to 3 times Response versus batch campaigns

Triggered mail volume 25% to 30% Projected share of direct-mail volume by 2029

Print influence 69% Consumers saying print media influenced a brand choice in the past year

Gen Z and Millennials interest 72% Consumers wishing more brands created surprises through the mail

Leadership experience More than 25 years Carl Fischer's audience strategy and direct marketing experience

Historical Context

5 past events · Latest: Jul 21 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Jul 21	Quarterly dividend	Positive	+0.0%	Board declared a $0.10 quarterly dividend payable September 4, 2026
Jul 16	Packaging expansion	Positive	+4.4%	Quad announced a 100,000-square-foot Salt Lake City manufacturing facility
Jul 08	Results call scheduling	Neutral	-0.1%	Quad scheduled its second-quarter and year-to-date 2026 results release
Jun 23	Leadership appointment	Positive	+5.5%	Michelle Bowers became QuadMed vice president of growth
Jun 17	Industry recognition	Positive	+0.7%	Quad received recognition in two 2026 agency industry rankings

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent operational and leadership announcements had positive 24-hour reactions, while the earnings update was slightly negative and the dividend announcement was flat.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New full-service agency helps marketers create more memorable, measurable and accountable campaigns as brands return to direct marketing

SUSSEX, Wis., Aug. 5, 2026 /PRNewswire/ -- 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. (NYSE: QUAD), a marketing experience company that solves complex marketing challenges for its clients, has launched Direct, a Quad Agency.

Quad launches Direct, a new agency, amid a resurgence in direct marketing.

The new full-service agency 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.

"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."

One unified offering

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.

A measurable comeback

Direct marketing is reemerging as a strategic advantage as brands compete for attention amid digital and AI-generated content. According to Winterberry Group, the U.S. addressable direct marketing industry is projected to grow from $525 billion in 2026 to approximately $700 billion by 2029. While traditional batch-mail volume is declining, targeted and triggered programs are growing. Triggered direct mail can generate two to three times the response of batch campaigns and is projected to represent 25% to 30% of direct-mail volume by 2029, as reported by the USPS Office of the Inspector General.

This projected growth aligns with a broader shift in consumer sentiment. The Harris Poll 
found that 69% of consumers say print media has influenced them to choose one brand over another in the past year. The appetite for direct marketing, and direct mail in particular, is especially strong among younger consumers: 72% of Gen Z and Millennials say they wish more brands focused on surprising them through the mail.

Carl Fischer to 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. His career includes agency leadership at CFM Direct, later acquired by Merkle, and client-side experience as head of marketing for a national insurance company.

"Quad has the experience and ambition to lead the direct marketing renaissance because we never left the discipline. We have continually invested in the people, intelligence and innovation shaping its past, present and future. Now, we're bringing those strengths together through our agency to make it easier for clients to realize the full potential of direct marketing for their brands," Fischer said.

Direct is headquartered in Sussex, Wisconsin.

About Quad

Quad (NYSE: QUAD) is a marketing experience, or MX, company that helps brands make direct consumer connections, from household to in-store to online. The company does this through its MX Solutions Suite, a comprehensive range of marketing and print services that seamlessly integrate creative, production and media solutions across online and offline channels. Supported by state-of-the-art technology and data-driven intelligence, Quad simplifies the complexities of marketing by removing friction wherever it occurs along the marketing journey. The company tailors its uniquely flexible, scalable and connected solutions to each client's objectives, driving cost efficiencies, improving speed-to-market, strengthening marketing effectiveness and delivering value on client investments.

Quad employs approximately 10,000 people in 10 countries and serves approximately 2,100 clients including industry leading blue-chip companies that serve both businesses and consumers in multiple industry verticals, with a particular focus on commerce, including retail, consumer packaged goods, and direct-to-consumer; financial services; and health. Quad is ranked among the largest agency companies in the U.S. by Ad Age, buoyed by its full-service media agency, Rise, and creative agency, Betty. Quad is also one of the largest commercial printers in North America, according to Printing Impressions.

For more information about Quad, including its commitment to operating responsibly, intentional innovation and values-driven culture, visit quad.com.

Media contact
Kelly Morris
quad@powellny.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/quad-launches-direct-a-quad-agency-to-lead-the-renaissance-of-direct-marketing-302843656.html

SOURCE Quad

FAQ

What is Quad’s new Direct agency and when was it launched (NYSE: QUAD)?

Direct is Quad’s new full-service direct marketing agency, launched on August 5, 2026. According to Quad, Direct combines strategy, data, creative testing, production, logistics and analytics into one connected offering to help marketers run more measurable and accountable campaigns.

What services does Direct, a Quad Agency (QUAD), provide to direct marketers?

Direct offers strategy and planning, audience intelligence, pre-market creative validation, execution, postal optimization and analytics. According to Quad, its capabilities include proprietary household data, the AMI testing platform, in-house production, At-Home Connect automation and end-to-end measurement across the direct marketing journey.

Who leads Direct, a Quad Agency, and what is his background at QUAD?

Direct is led by Carl Fischer, Vice President of Direct Marketing. According to Quad, Fischer has over 25 years’ experience in audience strategy and direct marketing, co-founded Realyze, and previously held leadership roles at CFM Direct and a national insurance company.

How does Quad’s Direct agency use data and analytics in its direct marketing services (QUAD)?

Direct uses Quad’s proprietary household data stack and Accelerated Marketing Insights (AMI) platform for targeting and testing. According to Quad, this data-driven approach supports audience intelligence, creative validation, triggered programs and end-to-end analytics to improve response rates and campaign accountability.

Where is Direct, a Quad Agency (NYSE: QUAD), headquartered?

Direct is headquartered in Sussex, Wisconsin. According to Quad, the agency builds on Quad’s existing production, logistics and data capabilities based in Sussex, integrating them into a unified direct marketing offering for brands across the United States.

How does Quad describe market trends supporting the launch of Direct (QUAD)?

Quad highlights a resurgence in direct marketing as brands seek physical experiences. According to Quad, industry forecasts project U.S. addressable direct marketing to grow from $525 billion in 2026 to about $700 billion by 2029, with triggered direct mail gaining share.