Quad Launches Direct Agency to Capitalize on Direct Marketing Resurgence
Event summary
- Quad/Graphics launched Direct, a full-service agency focused on direct marketing, on August 5, 2026.
- The agency integrates audience intelligence, pre-market creative validation, production, and measurement into one offering.
- Carl Fischer, former co-founder of Realyze, will lead the new agency.
- Direct marketing industry projected to grow from $525 billion in 2026 to $700 billion by 2029 (Winterberry Group).
- Triggered direct mail can generate two to three times the response of batch campaigns (USPS Office of the Inspector General).
The big picture
Quad's launch of Direct comes as brands increasingly seek physical brand experiences, shifting budgets back to direct marketing after a decade of digital focus. The agency aims to capitalize on this trend by offering a unified solution that combines audience intelligence, creative validation, and measurement. With the direct marketing industry projected to grow significantly, Quad is positioning itself as a leader in the discipline's next era.
What we're watching
- Market Growth
- Whether Quad can sustain its growth trajectory amid the projected $700 billion direct marketing industry by 2029.
- Consumer Preference
- How younger consumers' preference for physical brand experiences will impact Direct's success.
- Competitive Positioning
- The pace at which Quad can differentiate itself from competitors like Merkle and CFM Direct in the direct marketing space.