The Virginia Lottery has chosen Richmond, Va.-based Big River, an independent firm, as its lead agency following a review.
Per Nielsen, the client spent $9 million last year in major measured media.
Agency founder and president Fred Moore (pictured) said it was great to win a brand that "belongs to all Virginians."
Big River's contract runs for three years.
"During the review process we could clearly see that Big River shared core values similar to ours -- including integrity, innovation and collaboration," said Virginia Lottery executive director Paula Otto.
The assignment covers all aspects of client marketing: strategic planning, advertising development, creative, media buying, digital and more.
Big River has hired Richmond-based Lewis Media Partners to handle all media planning and buying.
Qorvis had previously worked on the business.