Creative
Frigidaire "Daire to Expect More"
Frigidaire
Napa Auto Parts
Napa Auto Parts
Char-Broil
P&G
Cases
News
-
Frigidaire Unveils New Ad Campaign Honoring Over 100 Years of Innovation
In an industry chasing tech for tech’s sake, The Variable helped Frigidaire reclaim what real innovation looks like. For 100 years, Frigidaire has quietly led the way with practical solutions built for real life, not showroom sizzle. So to mark their centennial, we didn’t invent some flashy future. We doubled down on what’s always made them essential — innovation that actually makes your life easier.
PR Newswire, 04/14/2025
-
Carlyle Tools Embraces Those Who Choose The Trades
The Variable and Carlyle Tools, the professional tool line of NAPA Auto Parts, launches a rebrand and related new campaign for Carlyle to lead a new generation of technicians.
Graphic Design USA • The nation’s most popular news source for graphic design business, ideas, and opportunities., 04/17/2025
-
Hannaford Supermarkets Names The Variable Agency of Record
Hannaford Supermarkets has named independent agency The Variable its new agency of record (AOR). "From the beginning, it was clear that The Variable deeply understood our brand, our customers and the challenges we face in a highly competitive marketplace," said Sarah Guzman, VP of marketing at Hannaford. "They stood out for their ability to combine fresh, innovative thinking while demonstrating a deep respect for our heritage. We're excited to partner with their team to help us differentiate Hannaford in new, meaningful ways and connect with a broader audience without losing sight of what makes us who we are."
Campaign, 03/21/2025
-
Whole Earth Brands Names The Variable as US Agency of Record
Whole Earth Brands, has appointed independent agency The Variable as its agency of record for the Wholesome® and Whole Earth® brands
News Anyway, 12/13/2024
Clients
| Client | Start Year | End Year |
|---|---|---|
| P&G | 2019 | 2024 |
| Atliesure | 2024 | Current |
| Genie Lift | 2024 | Current |
| Allegacy Federal Credit Union | 2023 | Current |
| Char-Broil | 2019 | Current |
| Frigidaire | 2019 | Current |
| Electrolux | 2019 | Current |
| Hannaford Supermarkets | 2024 | Current |
| Liquid Death | 2024 | Current |
| Whole Earth Brands | 2024 | Current |
About
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 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.
People
-
Caroline Moncure
Chief Client Officer
-
Joe Parrish
Chief Creative Officer
-
Courtney Lewis
Chief Marketing Officer
-
Jodi Heelan
President & Partner