Quigley-Simpson Expands Relationship with Generac Following Strategic Integration

Impact-obsessed independent marketing agency Quigley-Simpson has expanded its partnership with Generac following a competitive review, with the agency now serving as digital agency of record for the energy technology leader.

Under the expanded remit, Quigley-Simpson will oversee integrated media strategy, planning, implementation, reporting and analytics across Generac home standby generators; ecobee, the brand’s smart thermostat and home security division; and additional dealer support initiatives as needed. The partnership builds on an existing relationship that began in early 2025 and has steadily expanded through the agency’s performance-driven approach, connected analytics capabilities, and strategic business leadership.

Generac selected Quigley-Simpson following a formal review process in which the agency demonstrated deep expertise across media optimisation, customer acquisition strategy, analytics integration, and creative development. The agency previously led DRTV, DR OTT, and CTV media planning, buying and optimisation for the brand while also building a 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 delivering improved efficiency. Quigley-Simpson also developed a comprehensive marketing maturity framework for Generac that outlined opportunities for deeper integration between media, analytics, research, and creative strategy as the company continues evolving beyond its legacy home standby generator category positioning.

“Quigley-Simpson has demonstrated a strong understanding of both our business and the evolving opportunities within the energy category,” says 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.”

As part of the expanded relationship, Quigley-Simpson also led strategic research initiatives designed to evaluate and optimise Generac’s existing creative approach, uncovering new audience insights, messaging opportunities, and refined personas to help guide future campaign development.

“Generac is at a pivotal moment as consumer expectations around energy resiliency, smart home technology, and power management continue to evolve,” says Dalton Mangin, chief revenue officer at Quigley-Simpson. “There’s an opportunity to help expand the perception of Generac from a standby generator leader into a fully integrated energy solutions brand, and we’re excited to continue helping shape that transformation through connected strategy, analytics, media, and creative.”

“As an impact-obsessed agency, our approach is centred around building systems that connect brand, performance, analytics, and customer experience in ways that drive both immediate impact and long-term business transformation,” says Jeff Ratner, president of media and analytics at Quigley-Simpson. “Generac has a clear vision for where the category is headed, and we’re proud to be helping grow the marketing infrastructure and strategic roadmap to support that future.”

The first creative work under the expanded partnership launched earlier this year. The expanded partnership reflects the continued momentum between the two organisations as they work together to support Generac’s long-term growth ambitions.