The Variable

We didn't just refresh a tool brand. We built a beast. Carlyle Tools, a NAPA Auto Parts-owned brand long trusted in the basics, came to us ready for a change. Long known for quality, Carlyle had been falling out of favor with the next generation of techs. So we stripped it down and rebuilt it from the ground up: strategy, story, design, and everything in between. The result: Built Different, a brand positioning and branding effort built to match the mindset of young techs who don't just work hard; they outwork everyone. As Jamie Walton, EVP, Chief Merchandising Officer at NAPA, adds, “There’s nothing cookie-cutter about this launch. We didn’t just update our logo—we overhauled how Carlyle shows up, what it stands for, and who it stands with. The Variable helped us build a brand with bite—and not just metaphorically. The Sabertooth says it all. It’s bold, sharp, and built to earn respect in the hands of techs who don’t settle.” Because when the trades evolve, the brands they trust should too. Read more in this piece at GDUSA Magazine: https://lnkd.in/emUG2KBv

In this week’s In Brief, Scott Moody highlights articles that unpack the forces reshaping how brands move. 🧠 Strategy is getting an AI upgrade, with deep research tools pushing agencies to think faster, dig deeper, and brief smarter. 🫶 Meanwhile, old-school brand mascots are stepping back into the spotlight—because, in uncertain times, familiarity (and a little weirdness) works. ⚖️ Meta’s landmark battle with the FTC could redefine the rules of digital advertising. 🚨 And as Gen Z doubles down on accountability, performative DEI just won’t cut it anymore. Add tariff tensions to the mix, and brands face a choice: play it safe or get creatively uncomfortable. #marketinginsights #marketingnews

In an industry chasing tech for tech’s sake, we 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. Since 2019, we’ve had the privilege of helping Frigidaire bring that purpose to life, campaign after campaign. And this one might be our favorite yet. Congrats to the Frigidaire team on 100 years of dairing to expect more—and thank you for continuing to trust us to help tell your story.

We're turning passion into prevention. When we launched Serious Foreplay with Fuck Cancer, we didn’t play it cool when it came to checking for melanoma—we made it spicy. By turning regular skin checks into acts of intimacy, the campaign broke through a crowded category with humor, sexiness, and most importantly, a message that saves lives. Now, we’ve worked with the team at Fuck Cancer to add a new chapter: Happy Endings. This BookTok-inspired extension uses AI-generated romance stories to get people swiping, scrolling, and checking. It’s cheeky. It’s strategic. And it’s meeting our audience right where they’re already reading, listening, and probably blushing. Still sexy. Still serious. Still changing behavior. Because the best kind of Happy Ending is the one where someone lives. Get steamy and save a life at https://lnkd.in/efQy3i6D

One of our core values at The Variable is “give a sh!t.” This quarter, we’re proud to celebrate promotions for four team members who embody and live into that value every single day. Congrats to rising star and account extraordinaire Kennedy Dorta, strategic leader and go-to for getting it done Julia Gray, jack-of-all-trades and master of marketing Jessy Magor, and creative commander Chris Vernon!

We teamed up with Whole Earth Brands to shake up the wellness space. Because balance, not restriction, is what today’s consumers are really after. Together, we reimagined their zero calorie, zero sugar sweeteners as more than just a product—they’re a mood. A flexible, feel-good companion that fits wherever your wellness journey takes you, from AM lattes to PM cocktails. Our strategy team uncovered a key insight: rigid wellness rules aren’t cutting it—especially for Millennials and Gen Z. These audiences are craving balance, not perfection. A little more “you do you.” The brand plays the role of a hype-woman for those who take their wellness seriously but chill. Wellness that actually makes you feel… well. It’s a Whole Vibe.

Last week, OpenAI announced an update to its image generation tool. Associate Creative Director and AI-extraordinaire Chris Vernon said about the roll-out, “The recent update from OpenAI has been absolutely mind-blowing … This feels like a huge leap forward. The ability to accurately bring your concepts to life visually just got way more accessible and the roadblock of not understanding how to ‘speak AI’ to get what you want has been nearly eliminated.” Our team immediately set to work testing the limits of the update. Here are some of our favorites from their exploration! 

Thanks to Agency Compile for featuring our fearless female leaders Jodi Heelan, Caroline Moncure, and Courtney Lewis in their Notable Women spotlight!

Let's make it official: We're teaming up with Hannaford Supermarkets After a competitive review led by our friends at Mercer Island Group, we’re partnering with one of the most trusted grocery brands in the Northeast—one that’s proudly doing things differently since 1883. From day one, it was clear we shared a belief in purposeful progress. As Sarah Guzman, VP of Marketing at Hannaford, put it: "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. 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 tell our Hannaford brand story in new, meaningful ways and connect with a broader audience." We’re pumped to help write the next chapter of a 140-year-old brand that still knows how to surprise people.

Before they were shaping the future of advertising, they were little girls with big ambitions 🚀 From childhood dreams to industry leaders, the women of The Variable are making history every day. This Women's History Month, we’re honoring where they started and the impact they’re creating now. We’re proud to be female-led, including 60% of our executive leadership team, 80% of senior leadership, and our kickass female president, Jodi Heelan. We loved taking a stroll down memory lane (the haircuts! the outfits! the HATS!) and celebrating how far these women have come because little girls with big ambitions grow into unstoppable forces. #WomensHistoryMonth #womeninadvertising