The Pitch: Advertising and marketing news for 10.26.21

Elevation created an ad campaign for Carando, a national Italian meat brand of Smithfield Foods. Using the tagline “Life Is Delicious. Savor It,” the campaign highlights occasions enhanced by the brand’s products and includes five broadcast and streaming video spots, plus digital radio, digital display, and paid and organic social elements. The agency also created a new graphic platform for Carando that carries through all point-of-purchase and shopper marketing efforts.

Workshop Digital was hired by Common House to manage pay-per-click ad campaigns across search and social channels for its restaurants in Richmond, Charlottesville and Chattanooga, Tennessee.

Workshop added paid search and conversion rate optimization to its services for industrial manufacturer Super Radiator Coils. It was hired by Collegiate School to build a Facebook ad strategy geared toward admissions. Local software firm Covintus hired the agency to create paid LinkedIn ads promoting a virtual technology accelerator.

Parkwood Creative worked with Sports Backers to produce this year’s Anthem Corporate Run Recap Show. The video revealed winners in different categories and included highlights from the event and post-race office party. Parkwood shot the event highlights during the race and handled editing and audio mixing, and Sports Backers staff shot segment intros and created graphics and script.

Familiar Creatures released a new commercial for Crunch Fitness and is working on two more.This spot, called “Leave Your Worries Behind,” was directed by Craig Brownrigg.

Romeo Company spun off a sister agency, Research Anywhere, focused on technology and qualitative research including focus groups and consumer interviews. Where Romeo had previously been doing work for other research companies, the new agency has built its own tech platform and can conduct its own research projects.

Hailey Sault has been retained by InHousePhysicians, a medical group based in Illinois. Work includes development of a business-to-business marketing strategy for the group’s COVID-19 prevention, detection and response services for companies returning to the office and hosting in-person events and meetings.

Overcoast Music + Sound worked on spots for Google Store, Spotify, Ford and NBA.

Instagram posts that Dotted Line created for Scoop.

Dotted Line created a social media campaign for Scoop. Highlighting the local ice cream brand’s flavor pairings, the campaign pairs cartoon-based characters and scenes with photography shot by the agency. Dotted Line also released several social media posts for Pediatric Associates of Richmondhighlighting different phases of childrearing.

John Battiston

John DiJulio

Dotted Line made several hires, bringing on John DiJulio as a production designer. The VCU grad was previously at Need Supply Co. and is working on the agency’s Worksite Labs account.

John Battiston was hired as a content writer. He previously reported for the Loudon-Times Mirror and creates blog and social content for Continental Underwriters and Worksite Labs.

Johnny Utterback was hired as an art director. He previously worked at Franklin Street and Allianz Partners.

Johnny Utterback

Ailyn Kelly

Ailyn Kelly was hired as a senior account manager. She was previously at The Martin Agency in a communications and PR role.

Red Orange Studio selected RichWine, a local online wine retailer, to receive a free logo design through the agency’s annual People Inspiring People Start-Up award program.

PRSA Richmond presented this year’s Virginia Public Relations Awards. Awards went to 102 recipients in more than 35 categories, with entries judged by PRSA’s Georgia Chapter.

Best in show in the Commonwealth Awards division went to Padilla for its campaign for Produce for Better Health Foundation, a Missouri-based nonprofit. Best in show in the Capital Awards division went to Bon Secours Mercy Health for local and regional media relations aimed at connecting families and patients battling COVID-19.

Natalie Smith, a senior VP at Padilla, was awarded the Richmond chapter’s 2021 Thomas Jefferson Award for Excellence in Public Relations. The Rising Star Award was presented to Hannah Robinson, an account executive with The Hodges Partnership.

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