Mission Statement, Vision, & Core Values of Quad/Graphics, Inc. (QUAD)

You're looking at Quad/Graphics, Inc. (QUAD) right now, a company in the middle of a massive strategic pivot, so understanding their Mission, Vision, and Core Values isn't just an HR exercise; it's a critical part of your financial due diligence.

Their shift from a commercial printer to a Marketing Experience (MX) company is real, but it's still a tough road: while the company reported Q3 2025 Net Earnings of $10 million-a significant turnaround from a net loss in the prior year-they also saw a 13% decline in Net Sales to $588 million, which tells you the old business is shrinking faster than the new one is growing. Do their core values-Believe in People, Do the Right Thing, and Urgently Innovate-actually map to their goal of hitting an Adjusted EBITDA between $180 million and $220 million this year, and what does that mean for your investment defintely?

Quad/Graphics, Inc. (QUAD) Overview

You're looking for a clear picture of Quad/Graphics, Inc. (QUAD), and the story here is one of constant, necessary evolution. This company, which started as a printing powerhouse, has successfully re-architected itself into a full-service marketing experience (MX) company, a move that is defintely paying off in their bottom line.

Founded in 1971 by Harry V. Quadracci, the firm began in Pewaukee, Wisconsin, focused on high-quality commercial printing-think magazines and catalogs. Today, Quad/Graphics is a publicly traded entity (NYSE: QUAD) that helps brands simplify their complex marketing challenges by integrating print, digital, and media solutions. It's a big shift, but a smart one for navigating a changing market.

Their core offerings now span the entire marketing ecosystem, moving well beyond the pressroom. This includes:

• Creative and content production across all channels.
• Omnichannel media planning and buying.
• Data and audience intelligence, like their proprietary Audience Builder platform.
• Print execution for catalogs, direct mail, and packaging.
• Logistics and postal optimization, a critical cost-saver for clients.

For the nine months ended September 30, 2025, Quad/Graphics reported total Net Sales of approximately $1.8 billion, showing the scale of their ongoing operations, even after strategic divestitures.

2025 Financial Performance: A Turnaround Story

The latest financials, specifically the third quarter of 2025, tell a compelling story of operational efficiency and strategic focus. While the top-line revenue saw a decline, the company's profitability dramatically improved, which is what we, as analysts, care about most right now.

In Q3 2025, Net Sales were $588 million, a 13% drop from the prior year. But here's the quick math: that decline shrinks to only 7% when you exclude the February 2025 divestiture of their European operations-a smart move to shed lower-margin assets and focus on the U.S. market.

The real highlight is the earnings recovery. Quad/Graphics posted Q3 2025 Net Earnings of $10 million ($0.21 Diluted Earnings Per Share), a massive swing from a Net Loss of $25 million in the same quarter last year. Year-to-date, Net Earnings hit $15.9 million, recovering from a $55.6 million loss in the first nine months of 2024. They are making less money on paper and traditional print volumes, but the higher-margin agency and logistics solutions are helping to stabilize the business.

A key growth area is their In-Store Connect retail media network, which is building momentum and demonstrating effectiveness in driving increased brand and product sales for clients. They're also integrating new AI capabilities into their Audience Builder platform, which makes audience creation faster and more precise. That's where the future revenue growth will come from.

Quad/Graphics: A Marketing Experience Leader

Honestly, Quad/Graphics isn't just a printer anymore; it's a marketing experience (MX) company, and that's a crucial distinction. They are actively driving the conversation around what an integrated, data-driven marketing platform should look like, which is why they still serve thousands of clients with integrated solutions.

What makes them a leader is their ability to connect the physical world of print and in-store marketing with the digital world of media and data. They're structured to remove friction (silos) from the marketing journey, unlike traditional holding companies that often cobble together disparate agency services. Plus, with the launch of their branded solutions group in March 2025, they've expanded their reach into the promotional goods market, further solidifying their role as a single-source partner for brand stewardship.

The market is demanding this kind of holistic approach, and Quad/Graphics is positioned to deliver it. To fully grasp the financial implications of this transformation, you need to dig into the details. Find out more about how they are managing their balance sheet and debt in Breaking Down Quad/Graphics, Inc. (QUAD) Financial Health: Key Insights for Investors.

Quad/Graphics, Inc. (QUAD) Mission Statement

You're looking for the bedrock of Quad/Graphics, Inc. (QUAD)-the mission statement that guides their shift from a commercial printer to a Marketing Experience (MX) company. The mission is clear: to create a more streamlined, impactful and frictionless marketing experience for our clients, from print and pixels to placement and packaging. This isn't corporate fluff; it's a strategic roadmap that forces the company to invest in high-margin, integrated solutions like data and AI, rather than just focusing on declining print volumes.

This mission is the lens through which we should view their 2025 performance. For example, Quad's full-year 2025 guidance projects Adjusted EBITDA between $190 million and $220 million, with Free Cash Flow expected to be between $50 million and $60 million. That cash flow is the fuel for the innovation needed to deliver a 'frictionless' experience, which is why this statement is so critical. You can learn more about this transformation here: Quad/Graphics, Inc. (QUAD): History, Ownership, Mission, How It Works & Makes Money

Core Component 1: Believe in People

The first core value, 'Believe in People,' is where the mission's 'streamlined' promise starts. Quad knows a complex marketing journey can only be simplified by empowered employees. They believe that true success comes from good people working toward a common goal, giving them the resources to create the future. This isn't just about morale; it's about operational efficiency.

When you look at the financials, you see the result of a leaner, more productive organization. In the third quarter of 2025, the Adjusted EBITDA margin actually improved to 8.9%, up from 8.7% in the prior year period, even as Net Sales declined. That margin expansion is defintely driven by improved manufacturing productivity and cost reduction initiatives, which are direct outcomes of believing in people and empowering them to find a better way. It's simple: productive people make a streamlined process.

• Empower employees with resources.
• Drive manufacturing productivity gains.
• Ensure people aim for a common goal.

Core Component 2: Do the Right Thing

The second core value, 'Do the Right Thing,' is the foundation for the 'impactful' part of the mission. Clients want to engage with a company they trust, and this value is the code Quad lives by, holding itself accountable to employees, the industry, and the community. This commitment to trust and accountability extends directly to financial discipline and shareholder value.

Here's the quick math on accountability: Quad has been aggressively deleveraging, and by the end of 2025, they expect their Net Debt Leverage ratio to be around 1.6x. Plus, they are actively returning capital to shareholders, with $19 million returned year-to-date in 2025, split between $11 million in cash dividends and $8 million in share repurchases. That's a concrete example of 'doing the right thing' for all stakeholders, not just clients. A strong balance sheet is a promise kept.

Core Component 3: Urgently Innovate

The final core value, 'Urgently Innovate,' is the engine behind the mission's promise of a 'frictionless' experience, spanning 'print and pixels to placement and packaging.' This value demands swift problem-solving and a willingness to 'learn fast and pivot' to anticipate client needs. This is where their transformation into a marketing experience company is most visible.

The innovation is heavily data-driven. Quad is leveraging its proprietary MX Intelligence, a household-based data stack that reaches 92% of U.S. households with over 3 billion continuously validated data points. This allows them to offer AI-driven solutions that enhance media buying precision and increase response rates. For instance, the expansion of their In-Store Connect retail media network, including new partnerships in 2025, shows how they are urgently innovating to connect the dots between physical and digital marketing. They are not just keeping up; they are anticipating the market.

Quad/Graphics, Inc. (QUAD) Vision Statement

You're looking at Quad/Graphics, Inc. (QUAD) because you see a company in the middle of a major pivot, moving from a legacy commercial printer to a modern Marketing Experience (MX) provider. The question for any investor or strategist is whether the company's stated purpose-its Mission, Vision, and Core Values-is actually driving the financial results. The short answer is: their strategic shift is showing up in their improved bottom line, even while the top line is still under pressure.

The company's vision is to be the leading marketing experience (MX) company, simplifying marketing complexities for brands and marketers globally. This isn't just corporate fluff; it's a clear directive for where they are spending their capital and how they are trying to improve their margins. The whole strategy is a calculated bet that integrated, data-driven services can offset the structural decline in traditional print.

The Mission: Streamlined, Impactful, and Frictionless Marketing

The mission statement is the daily mandate: to create a more streamlined, impactful and frictionless marketing experience for our clients, from print and pixels to placement and packaging. This is a direct acknowledgment that the old model of just printing a catalog is dead. They are now selling a service that connects the dots for marketers, from a digital ad (pixels) to a physical store display (placement).

This focus on integration is the key to their financial resilience. While total net sales for the third quarter of 2025 were $588 million, down from the prior year, their shift to higher-margin integrated solutions is helping stabilize the business. They are managing to improve profitability despite the revenue headwind. For the first nine months of 2025, the company reported $15.9 million in net earnings, a significant recovery from a net loss of $55.6 million in the same period of 2024. That's a defintely positive trend, and it shows the mission is working to improve operational efficiency.

Here's the quick math on the shift:

• Sell a comprehensive MX solution, not just a print job.
• Focus on high-growth areas like retail media networks.
• Use operational discipline to turn around the net loss.

The Vision: Leading the Marketing Experience (MX) Company

The vision of becoming the leading MX company is a bold one, and it requires major investment in technology, not just machinery. This is where the trend-aware realism comes in. Quad/Graphics is specifically targeting data, Artificial Intelligence (AI), and retail media networks to get there. They are leveraging their proprietary data stack, which accesses data from 92% of U.S. households, to build better audience models for clients.

The most concrete example of this vision in action is their In-Store Connect retail media network. This network uses digital screens in physical stores to serve ads. The results are compelling: a recent campaign for a major CPG brand's frozen pizza saw a 23 percentage point sales lift in test stores versus control stores. That kind of measurable return on investment (ROI) is what makes a marketing company a leader. The company is aiming to return to net sales growth by 2028, which means the next few years are all about proving this MX vision can scale.

You need to see this kind of specific, measurable success to believe the vision is viable. Exploring Quad/Graphics, Inc. (QUAD) Investor Profile: Who's Buying and Why?

Core Values in Action: The Financial Discipline of People and Innovation

Quad/Graphics' core values-Believe in People, Do the Right Thing, and Urgently Innovate-are more than just posters on the wall; they are tied directly to capital allocation and financial performance. The value of Urgently Innovate is what drives the AI and In-Store Connect investments, but the other two guide the financial discipline required to fund that innovation.

The company is demonstrating financial prudence, which is a key part of Do the Right Thing for shareholders. For the full year 2025, they narrowed their Adjusted EBITDA guidance to a solid range of $190 million to $200 million. This is a tight range that shows management is confident in its operational control. Also, their commitment to returning capital is clear: they've returned $19 million to shareholders year-to-date in 2025 through dividends and share repurchases. That's a tangible action that backs up the value of stakeholder value.

What this estimate hides is the continued pressure on their Free Cash Flow, which is projected to be between $50 million and $60 million for 2025. This is a strong number, but it's still below what some might expect from a company with their revenue base, due to ongoing capital expenditures to fund that urgent innovation. Still, the company is managing to reduce its net debt leverage, targeting approximately 1.6x by year-end 2025, which shows they are doing the right thing for the balance sheet.

Quad/Graphics, Inc. (QUAD) Core Values

You're looking at Quad/Graphics, Inc. (QUAD) and trying to figure out if their stated values actually line up with their financial moves and operational strategy. That's smart. The core values aren't just posters on a wall; they should be the engine driving capital allocation and innovation. For a company navigating the shift from a traditional printer to a marketing experience (MX) provider, these values are defintely the roadmap for near-term risk and opportunity.

The company's three core values-Believe in People, Do the Right Thing, and Urgently Innovate-are deeply rooted in its founding principles, but their execution in 2025 is what matters. Here's a look at how those values translate into concrete actions and 2025 fiscal year results.

Believe in People

This value is about empowering the approximately 11,000 people Quad/Graphics employs across 11 countries, recognizing that their talent is the true competitive advantage in the complex marketing landscape. If you don't invest in your people, you can't deliver a premium service, it's that simple.

The company's commitment shows up in its talent development pipeline. The Corporate Trainee Program (CTP), for example, puts new talent through an 18- to 36-month rotation across various departments, building the cross-functional fluency needed for a modern MX company. Plus, programs like the Wellness Rewards Program and various Business Resource Groups (BRGs) help keep the culture strong and engaged. That investment in internal talent is key to sustaining the transformation.

• Develop leaders with cross-functional skills.
• Support employee well-being and inclusion.
• Build a culture that can pivot quickly.

Do the Right Thing

For a public company, this value extends beyond ethics to financial discipline and accountability to shareholders. In a transforming industry, maintaining a strong balance sheet and returning capital is a clear sign of management's integrity and focus. You need to trust the numbers, and the company has been showing that discipline.

Here's the quick math on their financial accountability: year-to-date in 2025, Quad/Graphics has returned $19 million of capital to shareholders. This includes $11 million in cash dividends and $8 million in share repurchases, demonstrating a balanced capital allocation strategy. Also, their net debt decreased by $25 million from September 30, 2024, to September 30, 2025. This focus on debt reduction and shareholder returns, alongside formal risk management programs for data security and privacy, shows they are serious about earning trust. For a deeper look at their operational framework, you should check out Breaking Down Quad/Graphics, Inc. (QUAD) Financial Health: Key Insights for Investors.

Urgently Innovate

This is the value that maps directly to the company's strategic pivot from a commercial printer to a marketing experience company. Urgency means solving problems fast and being willing to 'learn fast and pivot,' which is exactly what they are doing with their tech stack.

Their investments in 2025 are concrete. They are pouring capital into their proprietary data stack and AI capabilities. The launch of Audience Builder 2.0 activates data on 92% of U.S. households to drive precision in media buying. They even integrated a generative AI chat feature into that platform to enhance data-driven marketing strategies. This innovation is driving a mix shift: targeted print offerings, like direct marketing and packaging, now make up 46% of total sales, up from 44% in the first half of 2024, showing the strategic focus is working. The expansion of their In-Store Connect retail media network, including new partnerships with chains like Vallarta Supermarkets, is another example of this urgent pivot to higher-growth areas.