We are The Different Agency. Today's consumers are overwhelmed and indifferent. Companies that understand this don't waste their time communicating their sameness. They speak different. Successful companies find or create their differentiated right to win, and they amplify it. The data shows that differentiated companies are four times more likely to grow. And the new definition of insanity has become doing the same thing that everyone else is doing and expecting to gain share. Being different, contrary to the opinion of some, is the least risky thing a business can do. As Jeff Bezos said in his very last letter to shareholders, “Differentiation is survival.” We firmly believe that the future isn’t inevitable; it’s inventable. And through a mix of Business Development, Strategy, Creativity, and Data, we work to build this future alongside our clients, including the likes of Tesla, P&G, Nestle, NAPA Auto Parts, BASF, Novo, and Genie, to push boundaries and set new benchmarks. Our approach and our dedication to excellence have earned us significant recognition for both creativity and innovation, including being honored as Ad Age Small Agency of the Year four times and being named among Fast Company’s Best Workplaces for Innovators three times.
External link for The Variable
450 N Patterson Ave
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Winston-Salem, North Carolina 27101, US
Entrepreneurial in Doing > Entrepreneurial in Spirit
SVP at The Variable // 4x AdAge Small Agency of the Year + 3x FastCo Best Workplaces for Innovators
So incredibly proud to work with McCabe Galloway here at The Variable. She's such a great example of how our team members walk the walk when it comes to innovation, entrepreneurship and business building (McCabe is also one of our uber talented brand strategists). If you're in the Carolinas, check out Holiday! https://lnkd.in/dqzgrtVQ
🥂 Congrats to our own Jodi Heelan on being named one of the Triad Business Journal's Outstanding Women in Business. 👏 When asked by the editors of the TBJ about her biggest passion, she says, "Fostering a people-first culture within our organization and creating an environment where every team member is excited to come to work each day, knowing that they are valued and that their contributions make a significant impact. I believe in nurturing a workplace where employees feel empowered to perform at their highest level, unleashing their full potential in every task they undertake. I am committed to advocating for fair compensation. I strive to build a workplace that not only drives our company’s growth but also enriches the lives of our employees." And we can thank Jodi enough for doing this each and every day. #wearethevariable
"The same person buying B2B products or services is also Amazon Prime-ing Frozen birthday party decorations in between meetings and placing an Instacart order over lunch. People don’t switch on and off." As Courtney Lewis, SVP, Growth at The Variable, explains in our latest installment of "A Different POV," B2B marketers have to change the way they think about marketing to reach a modern audience. In this piece, Courtney explains why the days of jargon-heavy tech speak are over and why adopting a B2C mindset is the key to long-term growth. #wearethevariable #b2b #marketing
SVP at The Variable // 4x AdAge Small Agency of the Year + 3x FastCo Best Workplaces for Innovators
"For CMOs steering the ship of a midsize company (my definition is one with revenues between $100 million and $800 million), the stakes are clear. Every dollar spent needs to be justified not just in terms of creative output but also in tangible business outcomes." https://lnkd.in/erGDHHnb Great coverage by Ad Age on a conundrum I hear about often in my role leading our new business efforts at The Variable. One of the reasons we love partnering with our friends at Power Digital Marketing is because our combined skills solve this problem so incredibly well. Clients love having the best of both worlds (creative AND tangible, measurable business outcomes) without having to manage the complexity of two agency partnerships.
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Co-Founder of The Variable // 3X AdAge Small Agency of the Year // Forbes Best Startups // 3X Fast Company Best Workplace for Innovators
LLMs are terrible at naming things. Here’s a trick for getting the names to be a little more interesting. Do you remember what a portmanteau is (score one for being an English major)? It’s a word made by blending at least two words. Creating a portmanteau is something humans struggle to do, but that LLMs can do forever. So, say you wanted to create a running shoe for children; use a prompt like this: “Create 50 portmanteaus that combine words associated with children with words associated with running shoes.” In that example, my favorite name was this from ChatGPT: SNEAKLINGS - Combining "sneakers" and "younglings”. That’s a pretty great name, and it’s a lot better than just asking an LLM for names without a framework. I liked it so much, I used other AI tools to make a logo and some images. And I'm ready to start this company.
The Variable reposted this
Executive Conference attendees will gather next week in Tempe! On Tuesday, Joe Parrish from The Variable will speak on the strategic integration of AI in CPG and retail. With 20+ years of experience, Parrish co-founded The Variable in 2011 and focuses on leveraging AI to solve complex business problems and uncover new opportunities 💻 See the complete speaker lineup 🗣️ https://lnkd.in/dVvgixN
As a 4x Ad Age Small Agency winner, we know a thing or two about what it takes, and as David Mullen explains to Mercer Island Group, "It’s not enough to have great creative without clear results or average creative with great results."
The plan your agency needs to win Small Agency of the Year - from past winners! #4As #agencymanagementinstitute #adage John Condon David Mullen Courtney Lewis Evan Russack Brittany Fero Alan Brown Mark Fitzloff Alyssa Siegel Toni Lee Rachel B. Trey Harness Ashley Walters, APR Lori Gaffney Frances Lumpkin Webster Judann Pollack Brian Bonilla Lindsay Rittenhouse
In many ways, pitches have become a microcosm of the challenges facing brands and agencies. Too often, the RFP process is where the creative spirit that has made the industry what it is now struggles to live alongside data-driven decision-making and a demand for “proprietary” methodologies. In this latest installment of “A Different POV,” Courtney Lewis, SVP, Growth at The Variable, offers insight into how brands can foster new partnerships with agencies that leverage advanced data and technology to fuel human-led differentiation. #wearethevariable #advertising #marketing
In this piece for Ad Age, our own Courtney Lewis, Senior VP, Growth, explains that "by demonstrating irreplaceable strategic value and connecting the dots between marketing initiatives and sales outcomes, CMOs are in a position to dramatically redefine their role, allowing them to align their initiatives with the company's broader objectives but also establish a collaborative, forward-thinking approach that propels their organization toward sustainable growth." #wearethevariable #cmo #marketing
The Variable reposted this
Seasoned Supply Chain Executive passionate about all things Textiles and Apparel in the Western Hemisphere
Selecting Joe Parrish from The Variable as the pro:Americas Annual Conference #keynotespeaker was a no-brainer! We cannot wait for the membership to experience his Inspire Seminar and then hear all about how they are adopting AI into their professional and personal lives. Do you want to learn too? Registration is still open, click the link below to secure your spot today!
The Americas Apparel Producers Network (AAPN) is very excited to announce our Keynote Speaker for the 2024 pro:Americas Annual Conference: Joe Parrish, cofounder of The Variable, will present their exclusive Inspire Seminar: “Benefits of AI Adoption in your Business.” Parrish, partner and chief creative officer at The Variable, has been at the forefront of merging creativity with technological innovation. With over two decades of experience, he has spearheaded the transformation of The Variable's capabilities, focusing on leveraging AI to solve complex business problems and uncover new opportunities. A recognized industry leader, Joe cofounded The Variable in 2011, driving the agency to success with his unique blend of creative vision and a deep understanding of AI's potential. The Variable is a growth company that operates at the intersection of business, strategy, data and creativity. It believes that to beat indifference, companies must find their differences. They do the hard work of helping clients identify the right problem and help them solve it brilliantly. The Variable works best with clients looking for solutions that drive business forward – clients that allow the company to be invested in their outcomes – and treat them more as consultants and thought partners than vendors. This is going to be a great seminar building on the AI presentations from previous Annual Meetings and taking it to the next level ... you should leave this session with a better understanding of AI overall, its capabilities, strategic significance and the tools to help you get started! The conference is set for May 19-21 at The Biltmore in Coral Gables, FL. Click here to register today: https://lnkd.in/enAEb7Kd www.thevariable.com #ProAmericas #AmericasTextiles #WesternHemisphere #Fibers #Yarns #Fabrics #SewnProducts #Apparel #Fashion #Knitting #Weaving #Sustainability #ApparelIQ #SupplyChain #Reshoring #Nearshoring #WesternHemisphere #CAFTADR #USMCA #ArtificialIntelligence #AI