The Variable

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

Big shifts in marketing this week: Gen Z’s love for “little treats” is driving brand strategy, Unilever is going all-in on influencers, and women now hold the majority of CMO roles. Plus, March Madness is proving women’s basketball is big business, and brands are bracing for tariff uncertainty. Stay ahead with these key insights from communications strategy director Scott Moody.

We spent last weekend with Brand Innovators at #SXSW trading insights, learning from other leaders, and sharing some key takeaways from our partnership with Liquid Death and Power Digital Marketing. Our own Joe Parrish moderated a great session featuring Benoit Vatere, Chief Media Officer at Liquid Death, alongside Matt Cook, SVP, Group Creative Director here at The Variable and Alexa Maltzer, VP, Client Strategy at Power Digital, as we discussed why you don’t need to sacrifice brand at the altar of performance marketing. Missed our session? Drop a comment or shoot us a note and we’d be happy to share it with you.

Excited to spend a few days in New York, rifling through amazing, effective work. Effie Worldwide

Big thanks to Liquid Death, Power Digital Marketing, and the team at Brand Innovators for bringing us together at #SXSW to talk about what really makes performance marketing work. Scaling shouldn’t mean sanding off a brand’s edges. The best brands know you don’t have to strip away personality in the name of conversions. The key is a strategy that delivers creativity that demands attention and campaigns that don’t just sell; they make people want in. Great conversations, sharp minds, and plenty to keep pushing forward.

This week 'In Brief,' Director of Communications Strategy Scott Moody examines market-shifting headlines trends: the tech revolution empowering independent agencies, TikTok's business resilience amid regulatory challenges, the strategic implications of media consumption saturation, and how brands committed to authentic DEI are maintaining their competitive advantage.

How do you find the balance of creativity and performance marketing? SVP, Group Creative Director Matt Cook has a hot take: "At its core, performance marketing isn't a numbers game. It is an ideas game." In an op-ed for MediaPost, he writes, "The brands leading the way are finding a better balance. They're proving that creativity and data don't have to compete. Performance marketing can deliver real results without sacrificing the brand's essence." See the full article here, and come hear Matt Cook, Alexa Maltzer (Engelhart), VP of Client Strategy at Power Digital Marketing, and Benoit Vatere, Chief Media Officer at Liquid Death talk about this exact challenge in Austin this weekend. #SXSW #performancemarketing #creativity

If you're heading to #SXSW and still thinking #performancemarketing and #creativity don't mix, we've got news for you—and receipts to prove otherwise. This Saturday, our very own Matt Cook, SVP and Group Creative Director, will team up with Benoit Vatere, Chief Media Officer at Liquid Death, and Alexa Maltzer (Engelhart), VP of Client Strategy at Power Digital Marketing, to break down how Liquid Death made beverage and merch sales into a killer success story—without losing the brand's edge. No bland, forgettable ads. No sacrificing brand soul for conversions. Just smart strategy, bold creative, and a merch campaign that made people actually want to buy. If you're serious about standing out (and selling more while doing it), come check us out in Austin. ?? Saturday, March 8 ?? Brand Innovators Leadership in Brand Marketing Summit @ SXSW | Lambert's Restaurant ? 2 p.m.

Heading to Austin? Come see us at the Brand Innovators Leadership in Brand Marketing Summit. #sxsw