Betty

What Betty does

Betty is a U.S.-based creative agency operating as a wholly-owned subsidiary of Quad/Graphics, Inc. (NYSE: QUAD), the publicly traded marketing services and printing company headquartered in Sussex, Wisconsin. The agency provides integrated brand services organized around four practice areas — Creative, Strategy, Design, and Content Studios — covering brand strategy, design, content creation, and marketing services for enterprise and mid-market brands. Named clients include Gorilla Glue, Natrol, CLR Brands, and Nielsen-Massey Vanillas, with engagements concentrated in consumer goods, health supplements, and food and beverage categories. Its stated value proposition is a "best-in-class machine" that scales creative production without sacrificing quality.

The agency's revenue model is professional services, with pricing not publicly disclosed but likely structured around project scopes and retainers sold through direct enterprise field sales. Betty's go-to-market leverages direct client relationships and the broader Quad infrastructure, including co-location with sister agency Rise in the new Mexico City office to bundle creative and media execution. In January 2026, the company announced a new Austin, Texas office built around an AI-integrated studio model with scalable creative workflows, and a 10,000-square-foot Mexico City office opening in Q1 2026, the latter housing both Betty and Rise under one roof. The Austin build-out signals investment in production infrastructure intended to differentiate on speed, scale, and quality consistency for high-volume creative needs, while the Mexico City expansion extends Betty's footprint into Latin America and reinforces its integration with Quad's media capabilities.

Name

Betty

Legal name

Quad/Graphics, Inc.

Website

https://bettyagency.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Betty is a wholly-owned creative agency subsidiary of Quad/Graphics (NYSE: QUAD) that provides brand strategy, creative, design, and content production services to enterprise and mid-market consumer brands including Gorilla Glue and Natrol.

Ownership category

akta.pro rank

Product category

Creative Agency Services

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Creative agency services
• Brand strategy design
• Content production studios
• Marketing campaign creative
• Advertising agency services

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative Agency Services: Betty generates revenue through providing creative, strategy, design, and content studio services to brands. Services are delivered through direct agency-client relationships, likely on project or retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Betty is a creative agency that provides integrated brand creative, strategy, design, and content production services for enterprise and mid-market brands. Operating as part of Quad's family of agencies, Betty delivers scalable creative campaigns through AI-integrated studio workflows, serving clients such as Gorilla Glue, Natrol, CLR Brands, and Nielsen-Massey Vanillas.

Product overview

Betty is a creative agency that operates as part of Quad's family of agencies (alongside media agency Rise). The agency offers an integrated suite of creative services comprising Creative, Strategy, Design, and Content Studios. The agency has expanded with new AI-integrated studio capabilities at its Austin office, focusing on scalable creative workflows, while its Mexico City location houses both Betty and Quad's Rise agency under one roof to serve Latin America markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Betty Creative Agency Services Integrated creative agency services including creative strategy, design, and content production for enterprise and mid-market brands, delivered through direct client engagements as part of Quad's family of agencies alongside media agency Rise.

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Gorilla GluecoreOthers · 19 February 2026Gorilla Glue is a key client of Betty's creative agency services. Betty has been working with Gorilla Glue on campaigns including the Chief Tough Officer initiative. Betty serves as the creative agency while Quad's Rise handles media services for the brand.
• Rise (Quad Media Agency)coreStrategic or Co-development Partner · 22 January 2026Rise is a media agency owned by Quad, serving as Betty's sister agency under the Quad family. Both agencies are co-located in the new Mexico City office, enabling integrated marketing execution combining creative and media services for clients.
• Quad/GraphicscoreStrategic or Co-development PartnerQuad/Graphics (NYSE: QUAD) is the parent company of Betty. Betty operates as one of Quad's family of agencies, providing creative services alongside media agency Rise. The Quad infrastructure provides proprietary data stack and CORE platform capabilities.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Direct peers

• Gut Agency: Independent creative agency serving major consumer brands with integrated creative strategy and content. Comparable to Betty's mid-sized, independent creative-shop positioning.
• Wieden+Kennedy: Iconic independent creative agency producing bold brand campaigns for major global brands (Nike, Coca-Cola). Directly comparable to Betty in offering full-service creative services with a reputation-defining portfolio.
• The Martin Agency: Independent creative agency known for major CPG and consumer brand campaigns. Highly comparable to Betty's enterprise creative positioning and CPG client focus.
• Mother New York: Independent creative agency producing work for major brands across brand strategy, design, and content. Comparable to Betty in creative-led positioning and enterprise client base.
• Anomaly: Independent creative agency with a model that integrates advertising, design, and content capabilities. Closely aligned with Betty's positioning as an integrated creative shop serving enterprise brands seeking scale.
• Joan Creative: Independent creative agency producing bold work for enterprise CPG and consumer brands. Comparable to Betty in scale, creative-led positioning, and client type.
• 72andSunny: Independent creative agency known for bold brand campaigns for enterprise clients. Directly comparable to Betty in offering full-service creative strategy, design, and content production for major consumer brands.

Others

• Rise (Quad Media Agency): Sister agency under the Quad family, providing media planning and buying. Adjacent comparable as a sibling offering within the same parent that Betty co-locates with to deliver integrated creative+media services.
• Quad/Graphics (NYSE: QUAD): Parent company of Betty, providing production, data, and platform infrastructure (CORE platform). Relevant as the strategic owner driving Betty's go-to-market and capital allocation.

Broad incumbents

• Droga5 (Accenture Song): Now part of Accenture Song, Droga5 is a large creative network serving global enterprise brands with integrated creative and consulting capabilities. Comparable to Betty as a creative agency targeting major brands, but operating at substantially greater scale within a broader services portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tenaciousbetty
• Facebookfacebook.com/TenaciousBetty
• LinkedInlinkedin.com/company/tenaciousbetty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Betty