RALEIGH, N.C. – French/West/Vaughan (FWV), one of the nation’s leading independent public relations and brand communications agencies, has been selected by The Variable to help introduce several innovative products and raise visibility for the organization as a whole. Using big data to drive strategy, The Variable is a digitally driven marketing lab that has invented technologies to tap into the consumer mindset, identify what consumers want and rapidly determine how brands can fill that need.

FWV will develop and execute a comprehensive public relations campaign designed to raise visibility for The Variable as a leader in innovative search and social analytic technologies that provide insights from consumer behavior on the web, highlighting the overall brand, executives and key tools.

Based in Winston-Salem, N.C., The Variable utilizes proprietary tools to analyze data and discover open spaces in the consumer buying cycle where brands can foster greater interaction than with traditional marketing methods, and ultimately, generate more connections with more customers. The Variable consistently works with Fortune 500 companies and has implemented campaigns that have directly improved sales showing as much as 8 to 1 growth over previous campaigns. Clients have included Hanes, Odwalla, BB&T and Qwest to name a few.

“Imagine asking a million people what they want, getting instant answers, and then creating it for them. That’s exactly what The Variable helps brands do,” said FWV Chairman and CEO Rick French. “We are excited to work with a company that we believe is completely transforming the way consumer insights are gathered and evaluated.”

The Variable’s proprietary tools include:

• Brand Forensics: Analyzes billions of points of data collected from social media and search engines to understand the consumer intent throughout the buying cycle and identify opportunities faster than competitors.
• EavesDrop: Enables an understanding of the volume and speed of conversations happening across on Twitter, Facebook, blogs and forums and deliver that news to clients. Uses sophisticated speech analytics to extract meaning from thousands of data points, a different approach from any competitor product to determine what consumers are saying, how they are saying it and evaluate what that means for clients and how they can capitalize on the findings.

“It is clear to us that FWV has the ideal blend of energy, deep marketing insights and knowledge of our category to make them a valuable partner,” said Keith Vest, The Variable Partner and President. “We believe their expertise, creativity and resources are exactly what we need to achieve our business goals.”

About The Variable

Based in Winston-Salem, North Carolina, The Variable is a digitally driven marketing lab that has invented technologies to convert consumer data into actionable information that sparks better ideas, services, products and brand experiences. The Variable leverages proprietary search and social analytic tools to discover open spaces in the consumer buying cycle where brands can experience greater consumer interaction than with traditional marketing methods. The Variable’s clients include Fortune 500 companies and its team members are some of most sought after creative talent in the country. For more information, visit the brand online at www.TheVariable.com or on Facebook at http://www.facebook.com/TheVariableLab.

 About French/West/Vaughan

French/West/Vaughan is the Southeast’s leading public relations, public affairs and brand communications agency, independent or otherwise. National and international clients represented by the agency include Melitta, Wrangler, Justin Boot Company, the International Gemological Institute, RBC Bank and Moe’s Southwest Grill restaurants. The agency also offers award-winning advertising, graphic design, media planning and placement, and digital and social media marketing and monitoring services for a wide range of clients. Headquartered in Raleigh, N.C., FWV also has offices in New York City, Los Angeles, Tampa and Dallas. For more information, please visit www.fwv-us.com.