Independent, integrated agency The Variable has acquired Carson+Doyle, a global indie brand marketing agency. Financial terms were not disclosed.
Founded in 2017, Carson+Doyle offers solutions to brands that help them answer “what’s next?” by identifying emerging audiences and building digitally native content that resonates. For nearly a decade, Carson+Doyle has helped brands like Spotify, Tinder, Bonchon, Jack Links, Red Bull and Lifestraw evolve with culture, connecting marketers to changing consumer behaviors and expectations through audience insights, strategy, creative and production. Most recently in July, MyFitnessPal hired Carson+Doyle as its creative AOR, tapping the agency to lead strategy, creative direction and production as the brand embarks on a new chapter, beginning with a new brand campaign expected to debut in early 2027.
The Variable, founded in 2011, was built on the belief that competitive advantage comes from uncovering the opportunities others overlook. Its approach is grounded in behavior, strategy and data, and has driven measurable business impact for underdog brands including NAPA Auto Parts, Liquid Death and more.
“Every brand, especially underdog brands, is facing unprecedented shifts in consumer behavior. As audiences fragment, platforms evolve and culture moves faster than ever, helping brands stay relevant has become a core business challenge,” said Courtney Lewis, CEO & partner, The Variable. “Both Carson+Doyle and The Variable have spent the last decade solving that exact problem, which is why there’s a benefit to bringing both parties together.”
Together, the two agencies close a gap most challenger brands can’t close alone: knowing where culture is heading, and knowing what to do about it. Carson+Doyle’s expertise in cultural intelligence and next-generation consumer behavior strengthens The Variable’s ability to help brands outmaneuver bigger competitors. A shared entrepreneurial mindset was a deciding factor.
“We built Carson+Doyle from the ground up and have competed with the world’s largest agencies and won over the world’s largest brands. Joining forces with The Variable’s like-minded team will take our client work and impact to the next level without having to sacrifice the philosophy or methodology that has brought us to this juncture,” said Charlie Naus, creative strategy director, Carson+Doyle.
Carson+Doyle will continue to service its portfolio of clients while tapping into supporting resources and new business opportunities through The Variable.
The acquisition is The Variable’s third in five years, following AI company Data Crunch in 2023 and in-house production company Deja View Media in 2021, both of which advanced the agency’s production and technology capabilities. These investments have helped fuel The Variable’s next phase of growth, entering 2026 with a 65% new business rate and continuing to evolve its leadership team through a series of executive appointments, including Courtney Lewis to CEO from chief marketing officer; Matthew Cook to president and chief creative officer from SVP, group creative director; and, most recently, the addition of Courtney Williams as chief growth officer.
