The Variable Adds Director of Strategy & Insights

The Variable Woos Jennifer Ganshirt to its Team

Ganshirt brings strategic brand experience to Winston-Salem ad agency

WINSTON-SALEM, N.C. – October 22, 2014 – Winston-Salem advertising agency The Variable added Jennifer Ganshirt to its team as director of strategy and insights to help lead its strategic work across all client partnerships, including Lowes Foods, P&G, Soffe and Duke Health. Prior to her role at The Variable, Ganshirt served as executive vice president, strategic planning at Mullen, and co-founded Frank About Women, a marketing to women consultancy.

“We are small by design – a nimble group of the best and the brightest big agency refugees, brought together to create ideas that are cut close to the bone and free from groupthink,” said Keith Vest, president of The Variable. “Jennifer brings an incredible strategic edge to our team that feeds our creativity and problem-solving talents, and that leads to big ideas our clients need and love.”

Ganshirt has more than 20 years of strategic brand experience, helping brands such as P&G, Miller Coors, Unilever, SunTrust, McGraw Hill Financial and TJ Maxx develop compelling, differentiated brand positioning fueled by deep consumer understanding. She will help grow The Variable’s innovative approach to insights through a balance of proprietary big data tools, consumer conversations, behavioral science and creativity.

“I am passionate about developing fresh approaches to discovering insights, and I was blown away by the work being crafted by The Variable,” said Ganshirt. “I’ve found a place where true collaboration and a blended approach to strategy and insight discovery combine to make our work exciting, unconventional, impactful, and actually fun.”

In her new role, Ganshirt is responsible for leading strategic work that identifies consumers’ truest needs, wants, hopes and fears. She will combine The Variable’s proprietary big data tools, Venndicate™, with a breadth of market research tools to fuel sharp brand positioning, creative platforms, messaging strategies, activation ideas and product innovations that are carefully crafted and entirely novel.


About The Variable: 
One part great strategy. One part great idea. Two parts flawless execution. A sprinkling of fear. And a healthy dose of why-haven’t-we-seen-this-before? That is The Variable’s secret sauce. If ‘craftvertising’ were a word, The Variable would own it. The agency love ideas that aren’t homogenized, commoditized and over-resourcized. Its team learned lots of great stuff at big agencies. But the most important thing they learned was that great advertising needed a more progressive model. They’re a nimble group of the best and the brightest, brought together to create ideas that are cut close to the bone and 100 percent free from groupthink. The result is brilliant creative platforms, activation ideas, messaging strategies, product innovations and business ideas that are custom made, carefully delivered, never-seen-before pieces of unforgettable emotion.