Fast Company: 50 Best Workplaces for Innovators + 3x AdAge Small Agency of the Year Winner

Which is More Important:
The Innovation, or the Advertising That Sells It?


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.


Discover and Diagnose the right problem, not just a problem.


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?

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Invent the solution that unites business growth with people's needs.


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.

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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.

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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.

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