Winston-Salem, NC-based independent advertising agency The Variable has acquired Data Crunch, an applied AI and advanced analytics company.  The transaction follows a number of collaborations on client projects over the past eight months including the development of new product and agency IP offerings. 

The agency said the acquisition allows it to quickly add proficiency in a capability that is “fundamentally changing how advertising works.”  

The agency said Data Crunch’s team is steeped in technologies like AI, natural-language generation, and predictive modeling, which help clients fully optimize their data.   
Data Crunch was founded in 2019 and has worked with brands that include Deloitte, American Express, USAA and Qwoted. It will operate under The Variable name. Co-founder Curtis Seare will become The Variable’s Vice President of Emerging Technology and co-founder Ryan Nokes will become Vice President of Data Strategy & Insights. The Variable will assume duties for Data Crunch’s client list.  

With the acquisition, The Variable said it will launch applied AI and emerging tech consulting offerings, with a key focus on helping prepare clients for the impact AI will have on their business.  

In addition, Data Crunch’s custom software engineering, data visualization, and web development and optimization offerings will become available to The Variable’s clients, which include NAPA Auto Parts, P&G, Frigidaire, and Char-Broil.  

The agency also said it would use Data Crunch’s capabilities to advance its own internal processes.  

David Mullen, partner and CEO of The Variable said the deal represents “a big step toward creating the new model agency we see for our future, one that combines business strategy, data & emerging technology, and creative solutions” to help clients drive growth.