The Pitch: Advertising and marketing news for 8.31.21

Arts & Letters developed the strategy and oversaw creative responsibilities for the CarLotz campaign.

Torx began a digital marketing campaign for Global Surgical Expedition, a Richmond-based medical nonprofit. The campaign aims to expand brand awareness for the organization and increase donations by engaging its target audience through social media channels and Google searches via Google’s Ad Grants program.

West Cary Group hired Erik Mengel as engineering manager, a new role in which he will lead the agency’s engineering team. Mengel has more than 25 years of experience in IT and software development at companies including Volkswagen of America, Chrysler International, Owens & Minor and Capital One.

Xponent21 was hired as agency of record by Impact Makers. Marketing work for the local IT firm will include strategy, design, execution and ongoing management of campaigns, with a focus on digital. Work also will include brand messaging and planning for hybrid marketing events.

Xponent21 hired Dennis Harding as operations director and Jillian Broadwell as an account strategist. Harding was previously with Henrico County Public Schools and Broadwell worked at Virginia Tech in Blacksburg. Courtney Turrin was promoted to chief work officer, and Chuck McCarthy was promoted to client services team lead.

Evergib launched a campaign for Smartbox, a Richmond-based portable moving and storage brand. Work covered brand strategy, concept development and execution of the campaign, which included a 30-second ad. Production was handled in Richmond with motion design and animation by Cream Studio, sound design by Rian/Hunter Production and voiceover by Kera O’Bryon.

Isaac Whalen

Alice Blue hired Isaac Whalen as a producer. He most recently was studio manager at Rainmaker Studios.

CarLotz launched its first brand campaign under the direction of Chief Marketing Officer Michael Chapman. The campaign launched the first week of August with out-of-home, radio and digital ads. Television, additional video content, sponsorships, local activations, influencer marketing and in-hub displays will follow in coming weeks.

Arts & Letters developed the strategy and oversaw creative responsibilities for the CarLotz campaign, which will run in the consignment-to-retail used vehicle retailer’s markets across the country. New York agency Noble People is overseeing media planning and buying, and Familiar Creatures is handling social media.

Wildfire hired Michelle Mead as an assistant social media specialist. A May 2021 VCU grad, Mead was awarded the Barbara Fultz Women in Advertising Scholarship at last year’s Richmond Show and was on the team behind the VCU ad club’s Camp ADventure in 2020 and served on its planning committee this year.

Shapes & Colors, by Jolinda worked on branding and a website for Lavender Hill, a commercial co-working space that recently opened in Richmond.

Virginia’s Checkpoint Strikeforce campaign released a 30-second ad that’s an updated version of the “Act Like It” spot that debuted in 2018. Reflecting the changing environment in 2021 with COVID-19 restrictions lifted and restaurants open, the traffic safety campaign’s “man-baby” character returns to the bar, considering dangerous choices after drinking.