Virginia Lottery Picks Big River

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.