Company Profile: The Variable
Overview
The Variable is an innovative advertising agency established in 2011, headquartered in Winston-Salem, North Carolina. Known for its emphasis on differentiation and creativity, the company caters to brands desiring to break conventions and redefine market categories. Operating as a privately held entity, The Variable has a team size of 11-50 employees.
Services
The Variable specializes in:
- Brand Positioning and Development
- Strategic Marketing
- Creative Concept and Content Development
- Business Innovation Development
- Media Strategy
They adopt a data-driven approach, merging creativity with strategic insight to push boundaries and drive notable business impacts. Recently, they have enhanced their performance marketing capabilities through a collaboration with the global media agency Power Digital.
Leadership and Culture
- Joe Parrish, Co-Founder and Chief Creative Officer, leads the agency with a focus on creativity, earning multiple accolades including four-time Ad Age Small Agency of the Year recognition.
- Jodi Heelan, President and Partner, leverages her background in finance and business development to support innovative agency models and strategic growth.
- David Mullen, Chief Client Officer and Partner, formerly CEO, is dedicated to revolutionizing the client service experience through personalization and next-gen technology.
- Courtney Lewis, Senior Vice President, is responsible for the expansion of agency services and client portfolio.
Achievements
The Variable has been honored as one of Ad Age's Small Agencies of the Year and featured in Fast Company’s Best Workplaces for Innovators. Their clients include notable brands such as P&G, Nestle, and NAPA Auto Parts, for whom they create dynamic and impactful campaigns.
Recent Developments
In an effort to strategically reorganize, The Variable appointed Jodi Heelan as President to lead growth in offerings and partnerships. David Mullen transitioned to Chief Client Officer, sharpening the focus on enhancing customer engagement and service delivery.
Financials and Funding
By February 2025, The Variable secured a total of $3.53 million in funding across five rounds from investors such as S Ventures and Atlanta Technology Angels, underpinning their strategic expansion and service innovation.
Industry Standing
The Variable distinguishes itself through a commitment to innovation and differentiation in the saturated advertising industry. They consistently deliver creative solutions that address modern consumer expectations and set trends within the sector. Engaging actively in marketing discussions reinforces their status as thought leaders in advertising.
For additional information, visit [The Variable's official website](http://www.thevariable.com) or connect with them through their [LinkedIn profile](https://www.linkedin.com/company/the-variable).
Competitor Profile: Industry Overview and Competition
Industry Context and Positioning
The Variable positions itself within the advertising sector through a robust focus on innovation, problem-solving, and forming strong brand partnerships. Their emphasis on impactful creative work aligns with industry demands for authentic marketing strategies that foster business growth. Industry recognition and strategic partnerships exemplify their effectiveness and credibility as an influential player despite their modest size.
Competitor Landscape
Prominent competitors in the advertising industry include:
- Baldwin&: Based in Raleigh, NC, recognized for its expertise in creativity and brand development.
- Bigbuzz Marketing Group: A New York-based agency offering extensive digital strategy services, marking significant competition particularly within digital and social media.
- Mythic: Situated in Charlotte, NC, focuses on maximizing brand potential via strategic insights and creativity.
- Ignite Social Media: Known as the pioneering social media agency, notable for delivering big results with trendsetting strategies.
- The Miller Group: Based in Los Angeles, specializes in strategic and creative advertising with a focus on sustainable practices.
Industry Standing
The Variable's credibility as a small yet substantial player in advertising is further solidified by their strategic client collaborations and reputation for delivering tangible business impacts through creative excellence and strategic insights. This positions them favorably against their competitors, demonstrating their unique proposition in the realm of advertising services.
