The Founders of Ad Agency Figliulo&Partners Launch Quiddity, a Video-Based Review and Lifestyle Site

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Quiddity – a first-of-its-kind, video-based review and lifestyle site that celebrates the culture of shopping – is launching today with six initial product categories: meal kits, renters insurance, wireless headphones, mattresses, blenders and wearable trackers, with many more on the horizon. The platform features comprehensive buyers’ guides; deeply-researched product pages; and high-quality and completely original aspirational articles and video series to inspire and inform an audience of urban millennials.

The new publisher was founded by the marketing experts behind the AdAge A-List agency Figliulo&Partners, and the name comes from a philosophical concept regarding the essential nature or “whatness” of an object. The site stems from the belief that the perfect product is rooted in an individual’s preferences, and the multi-media platform goes deep with other shoppers, experts, brands and retailers to help consumers find the ideal product for them.

 

“Our overall mission is to help brands and consumers understand each other better,” said Mark Figliulo, founder of Quiddity and founder and CEO at Figliulo&Partners. “Our agency, F&P, helps brands find the right consumers, and Quiddity is really the reverse of that. We help consumers find the brands that are perfect for them. We’ve now created a platform that is the answer to the question: what would an agency for the consumer look like?”

Advertising is built on great storytelling, and Quiddity seeks to bring that skillset and emotion to the highly rational world of review sites. It is a place where shopping enthusiasts enjoy inspirational stories and researchers find the most unbiased, digestible product information.

To satisfy today’s data-driven shopper, Quiddity has created the Quid Score, a proprietary algorithm that for the first time combines the four perspectives people rely on to make better decisions: experts, other shoppers, retailers and brands:


  • The Expert Score: The cumulative average score of every well respected and reputable expert review Quiddity’s researchers can find, from Wired and The New York Times to CNET and PC Mag.
  • The Customer Score: The cumulative average score of every customer review Quiddity’s researchers can find, from Amazon and big-box retailers to a small mom-and-pop shops.
  • The Brand Score: An evaluation that measures each brand’s heritage, innovation, reliability, social good and relevance, taking into account factors including Alexa rankings, social footprint, corporate responsibility and brand sentiment.
  • The Retail Value Index: An index of the lowest price of a product relative to the average price of the entire category.

“We call our audience Searchers; they love everything about shopping from the dreaming part to the deep researching stage,” said Quiddity Editor Noah Davis. “We want to be there for them as they search for the things they need as well as the things they might just be lusting after.”

To satisfy shoppers looking for inspiration and information, Quiddity has developed several original series including The Searchers, which follows couples’ journeys while searching for different things to buy, and RECO, a series that features experts rating and testing products in the Quiddity Top 10. Debuting this week is the latest in The Searchers series, which features Rachel Cohen and Andres Modak, the founders of Snowe, as they give us the scoop into their fabulous lives balancing home-life and work-life, as well as the latest RECO starring chef Kat Creech as she tests which blender can stand up to the needs of The Mottley Kitchen, her busy professional working space.

For launch Quiddity also features:

  • Jenna Wortham and Wesley Morris, co-creators of The New York Times’ “Still Processing” podcast discuss what they are yearning for in The Searchers.
  • Molly Young, a writer for The New York Times, and Teddy Blanks, co-founder of graphic design studio CHIPS, feature in Anatomy of a Room, which gives a look inside their apartments and the stories behind some of their signature items.
  • Nicky Paul, producer and member of St. Lucia, features in RECO, testing the sound fidelity of wireless headphones.
  • Aurelien Collin, center back for the New York Red Bulls, stars in the latest episode of Wants and Needs, where he wants a Monet painting and needs a new suit.

“The purchasing process has never been more clouded for the consumer than it is today, and an overabundance of choice and information has been shown to lead to frustration and dissatisfaction. Quiddity serves the needs of people who are actively looking for information to help them choose. We meet consumers on their terms with information that is highly useful, as well as content that is highly inspirational,” said Bill Bradley, Quiddity Editor.

The team behind Quiddity has ambitious goals for the platform, with aggressive category expansion planned in 2018 as well as the development of more high-quality video content to serve the needs of today’s shoppers. The company is collaborating with brands and retailers on custom content as well as creating bespoke affiliate revenue relationships.

About Quiddity

Quiddity is a video-based modern review and lifestyle site that celebrates the culture of shopping. The company believes there is a perfect product for everyone, and its coverage goes deep with other shoppers, experts, brands and retailers to help find it. Through high-quality aspirational articles and video series, Quiddity serves as a trusted guide for making better decisions about the products and services that consumers need as well as those they might just want.

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