Business Journal: Fast-Growing Marketing Firm Outgrows Space

Owen Covington

Fast-growing marketing firm makes new home in Innovation Quarter

At its former home in the West End neighborhood of Winston-Salem, The Variable relied heavily on collaboration and sharing — in large part because the fast-growing marketing firm had outgrown its space.

When employees are crammed into a space, and looking for any available desk space to work, sharing is key.

But collaboration and “intentional serendipity” were written into The Variable’s plans for its new, larger office within Wake Forest Innovation Quarter, a 10,000-square-foot space that’s part of the Plant 64 development on the research park’s eastern edge.

The firm, one of the fastest-growing private companies in the Triad last year, announced the move in April and relocated in September.

“One of the things that is special about us is the way we collaborate,” said David Mullen, director of account management for The Variable. “We didn’t put the creatives off in their own space. We didn’t put account people in a corner.”

Instead, The Variable designed an office in the former R.J. Reynolds Tobacco Co. warehouse that’s dominated by an open floor plan ringed by inward-facing offices.

There are gathering spaces designed to provide areas to meet where passing colleagues might be able to chime in, or someone fixing a cup of coffee in the kitchen might overhear a conversation about a project and offer some new insight.

Read more at Triad Business Journal.