Marketing leaders have more data, more channels, and more tools than ever. But for many brands, the real challenge is getting all of those pieces to work together.
That challenge becomes even more important in fast-changing categories, where customer expectations are shifting, and the path to growth is no longer linear. Brand, media, analytics, creative, customer insights, and business strategy all need to move as one connected system.
Generac is a strong example.
Long known as a leader in home standby generators, Generac is operating in a world where consumers are thinking differently about energy resiliency, smart home technology, home security, and power management. As people look for new ways to protect their homes, manage energy, and prepare for uncertainty, the marketing opportunity becomes bigger and more complex.
That is the opportunity Quigley-Simpson is excited to help support as we expand our relationship with Generac.
Following a competitive review, Quigley-Simpson has been named Digital Agency of Record for Generac. In this expanded role, the agency will oversee integrated media strategy, planning, implementation, reporting, and analytics across Generac Home Standby Generators, ecobee, Generac’s smart thermostat and home security division. We’ll also support additional dealer initiatives as needed.
The relationship began in early 2025 with DRTV, DR OTT, and CTV media planning, buying, and optimization. From there, the work expanded into a more connected analytics ecosystem designed to improve attribution, measurement, and cross-channel decision-making.
Throughout the initial partnership, performance across calls, conversions, and in-home consultations consistently exceeded goals while improving efficiency. Those results helped create the foundation for a deeper strategic relationship.
Quigley-Simpson also developed a marketing maturity framework for Generac that identified opportunities for greater integration across media, analytics, research, and creative strategy. The framework was designed to support Generac as the brand continues to evolve beyond its legacy home standby generator category positioning and into a broader energy solutions role.
“As consumer expectations around energy resiliency, smart home technology, and power management continue to evolve, Generac has an opportunity to expand how people understand the brand,” said Dalton Mangin, Chief Revenue Officer at Quigley-Simpson. “Our role is to help connect strategy, analytics, media, and creative in a way that supports that transformation and drives measurable growth.”
As part of the expanded relationship, Quigley-Simpson also led strategic research initiatives to evaluate and optimize Generac’s creative approach. The work uncovered new audience insights, messaging opportunities, and refined personas to help guide future campaign development.
“Quigley-Simpson has demonstrated a strong understanding of both our business and the evolving opportunities within the energy category,” said Amanda Teder, Chief Marketing Officer at Generac. “What began as a media and analytics engagement evolved into a broader strategic partnership rooted in performance, collaboration, and shared ambition. Their team has brought strategic leadership, innovative problem-solving, and a commitment to helping position Generac for long-term growth.”
For Quigley-Simpson, the expanded Generac relationship reflects the agency’s impact-obsessed approach to modern marketing: building systems that connect brand, performance, analytics, and customer experience in ways that drive both near-term results and long-term business transformation.
For the marketing industry, it also points to a larger shift. Performance marketing has moved beyond optimizing individual channels to connecting the full system, so every insight, investment, message, and customer interaction can work harder together.
