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-- Home People Friendly Index Capabilities Cases Work Ventures Careers Contact News + Which is More Important: The Innovation, or the Advertising That Sells It? Both. Why It Matters The thinking of an innovation consultancy meets the doing of an advertising agency. We believe that brilliant advertising is critical, but it must follow meaningful innovation. The two are inseparable. To cut through indifference, a company has to have a people-friendly innovation worthy of advertising. As Bill Bernbach used to say, “nothing kills a bad product faster than good advertising.” And vice versa. Execution still matters. But no amount of craft is going to overcome a tired business concept. View Our Capabilities Consult Discover and Diagnose the right problem, not just a problem. Char-Broil Did Char-Broil need a new ad campaign to position themselves in consumers’ minds? Or a new business strategy to position themselves in people’s lives? View Case Study 1 3 Create Invent the solution that unites business growth with people's needs. Sunshine People were abandoning the extreme energy drink and soda categories in droves, but finding few alternatives to satisfy their tastes. You’ve gotta see what we made. View Case Study 2 3 Engage Bring the answer to life in the most unexpected, invaluable ways. Lowes Foods Lowes Foods couldn’t coupon their way out of sluggish brick-and-mortar performance. So we helped them engage people through a new experience at every turn. View Case Study 3 3 No matter your industry, A people-friendly business is about to turn it upside down. You might not see the challenger brands coming, but they always do. And they’re always more people-friendly than those who’d previously reigned king. (Think Netflix over Blockbuster, Dollar Shave Club over Gillette, and so on.) Will you be next? We believe people-friendly success stories take more than the 30,000-foot expertise of consultancies and more than the 1,000-foot campaign executions of ad agencies. You need to leverage the 29,000 feet of opportunity between the two. The Variable bridges this gap to exact growth. Contact Us Our Experience Our Leadership Keith Vest Partner, Chairman Joe Parrish Partner, Chief Creative Officer David Mullen Partner, President David Jones VP, Creative Director Jen Ganshirt Director of Strategy and Insight Ray Trosan Director of Integrated Communications Keith Rose Director of Integrated Production Jodi Heelan Director of Business Development and Operations Kate Masten Group Media Director Greg Harron Director of Experience Design Lauren Dubinsky Director of Social Case Studies Contact Us Get In Touch We collaborate with ambitious brands and people; we’d love to build something together. To get started contact Jane Duncan at jduncan@thevariable.com . © 2020 The Variable. All Rights Reserved Disclaimer | Privacy & Cookie Policy Home People Friendly Index Capabilities Cases Work Ventures Careers Contact News Twitter Facebook Instagram LinkedIn Dribbble 450 N Patterson Ave Suite 600 Winston-Salem, NC 27101 +1 336 721 1021 info@thevariable.com...