"We unleash the power of creativity on more than just ad-like objects," says David Mullen, partner and president at The Variable, which bills itself as a hybrid agency and management consultant company.
It has its own business accelerator, and its own brand, too, an energy drink called Sunshine. When health-care providers Duke Health and WakeMed began collaborating on heart care, The Variable's mixed-media campaign illustrated how the companies worked together but stayed separate.
The spots increased site traffic and engagement, and the majority of those engaged users sought more information and set up appointments, the agency says. Now Duke Health and WakeMed are exploring a cancer care collaboration, too. "Your fiercest competitor is indifference," says Mullen.