• by Fern Siegel , July 13, 2022

Ad agency Periscope has kicked off a design practice within the company to meet client demand.

The Minneapolis-based agency has announced a new offering, Favorite Child, to further the power of design. “Design has been one of our best kept secrets for far too long,” said Mike Caguin, Chief Creative Officer of Periscope. “Favorite Child will allow us to build upon our reputation in the design world, attracting ambitious clients and new talent.”

Katie Kelly-Landberg, SVP business and brand leadership at Periscope, will head Favorite Child.

To highlight the entity, Favorite Child will issue aReverse RFP, which awards a deserving brand with donated hours of agency work. The Reverse RFP contains three questions, the goal is to target brands that want to do good and embrace inclusivity.

The practice offers design strategy, brand identity, packaging and retail design services. Favorite Child will solicit its own client roster.

Favorite Child is backed by Quad, Periscope's parent company, a global marketing company steeped in print production.

“We are one team in terms of solving client challenges, but we are most definitely doubling down on making design a core capability,” said Cari Bucci-Hulings, Periscope president.” What we're doing is offering the best of both worlds for design-only and integrated advertising clients alike.”

Periscope, which was founded in 1994, has worked on design projects with a roster of top consumer brands, including Target, Petco, Publix, Dole Foods, AutoZone and Walgreens.