0
0
Marketing experience company Quad/Graphics, Inc. has launched Direct, a new full-service agency designed to help brands create, execute, and measure data-driven direct marketing campaigns as businesses increasingly reinvest in physical customer engagement.
The new agency combines audience intelligence, creative strategy, campaign production, postal optimization, and performance measurement into a single integrated offering. Led by Carl Fischer, Vice President of Direct Marketing, Direct aims to help marketers improve campaign effectiveness while reducing production and mailing costs.
According to Joel Quadracci, Chairman and CEO of Quad, today’s most successful marketing strategies blend physical and digital experiences to capture consumer attention and strengthen brand relationships. The launch reflects growing demand for direct marketing as brands seek alternatives to increasingly crowded digital channels.
Direct leverages Quad’s proprietary household data platform, which covers approximately 97% of the U.S. adult population, alongside its Accelerated Marketing Insights (AMI) platform for pre-market creative testing. The agency also provides direct mail automation through At-Home Connect by Quad, postal logistics optimization, and end-to-end campaign analytics to help marketers measure return on investment.
Industry trends support the renewed interest in direct marketing. According to Winterberry Group, the U.S. addressable direct marketing industry is expected to grow from $525 billion in 2026 to nearly $700 billion by 2029. Triggered direct mail campaigns, which are personalized based on customer behavior, are projected to account for up to 30% of direct mail volume by 2029 while generating significantly higher response rates than traditional batch mail campaigns.
Consumer preferences are also shifting. Research from The Harris Poll found that 69% of consumers say print media has influenced their purchasing decisions over the past year, while 72% of Gen Z and Millennial consumers would like brands to engage them more through direct mail and other physical marketing experiences.
Fischer, who joined Quad following its acquisition of Realyze in 2020, brings more than two decades of experience in audience strategy, direct marketing, and customer insights. He believes the new agency brings together Quad’s long-standing investments in marketing intelligence, production, and measurement to help brands maximize the impact of modern direct marketing.
With the launch of Direct, Quad is positioning itself to support marketers seeking more measurable, personalized, and integrated campaigns that combine the strengths of physical and digital customer engagement.
