• by Fern Siegel , May 7, 2024

Global marketing company Quad has launched a new agency: Betty.

The name honors the late Betty Quadracci, the agency's co-founder. The new offering will integrate all of Quad’s creative business lines: creative, strategy, design, content studios. All accounts from creative shop Periscope will roll under Betty, including Cacique and Raw Sugar.

Favorite Child, Quad’s brand design agency, which will retain its name under the larger Betty agency.

All leadership and staff from the former Quad creative agencies and content studios are moving into Betty.

Former Periscope president Cari Bucci Hulings and chief Creative Officer Mike Caguin will assume the same roles at the new agency.

“Marketers today are required to do more with less to resonate with their target audiences in an ultra-competitive landscape,” said Eric Ashworth, Quad’s president of agency solutions. “Quad is answering the market need for integrated and flexible marketing solutions that put quality first, no matter the project size, scope, timeline or budget.”

In the last year or so, Quad rebranded Rise Interactive as Rise, moving from specialized digital marketing to comprehensive brand, performance and content services.

Betty's client roster also includes Nielsen-Massey Vanillas and CLR Brands.