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The Variable | Agency Profile, Contacts, AOR, Client Relationships


Service: integrated

Main Telephone
(336) 721-1021
Primary Address
575 East Fourth Street
Winston-Salem, NC 27101
USA

The Variable Contacts

Contacts (5/24)
Name Title State
Joe P. Partner NC
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (336) 721-1021
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 575 East Fourth Street

Winston-Salem, NC
27101
USA
Jodi H. Chief Financial Officer NC
David M. Chief Executive Officer & Partner NC
Gary B. Associate Creative Director, Brand Citizenship NC
Mandy H. Group Business Director NC

Client Relationships

Current Past

Brand Service From To Media Spend
******* *******, **** ******* *******, ***. Media Buying, Media Planning, Creative, Digital, Social *
**** *********** Creative *
****-***** Public Relations, Social *
**** ********** ****** ****** Creative, Media Buying, Media Planning *
**** **** ***** Creative, Social *

See Winmo sales intelligence in action

WinmoEdge

Male Millennial, Gen-X Opps: Char-Broil promotes president, CEO (Score 21)


Sales lead: This promotion could lead to additional leadership changes that affect the company's marketing strategy & agency roster. 

  • Char-Broil promoted Thomas Penner to president & CEO earlier this year. 
  • Penner joined the company as EVP in 2021.
  • He also brings CMO experience from his time leading marketing for oneCARE.

Target demographic: Gen-X & millennial men

The company will likely:

  • Ramp up spend through the grilling season (spring & summer)
  • Experiment with new ad channels
  • Seek new agency partners/outsource some marketing duties

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Char-Broil spent just $1.3k on digital display ads YTD, a huge decrease from $152.1k spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend increased from $564.2k in 2021 to $1.3m in 2022. 
  • 2022 data: 174m impressions via Facebook (65%), Instagram (34%), and desktop display (1%). 
  • Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, firstforwomen.com, and womansworld.com. It placed 1% of these ads indirectly through Criteo onto sites such as yahoo.com. 

Agency analysis:

  • Opportunity: The new president & CEO has marketing experience, which means this promotion may lead to agency shifts.
  • Current roster:

Insight Sources: Digital spend insights estimated by Pathmatics.