When the economy was heading down and advertising firms were losing clients left and right, Richmond’s Big River Advertising was going in the opposite direction. The company’s president, Fred Moore, of the Class of 1980, told the Richmond Times-Dispatch of their Navy SEAL approach: “We’re small, but we’re effective.” Read the recent feature story on the company, which Fred founded in 2001.
According to the story, Big River has increased the size of its company from 16 or 17 to 20 people and moved into a new office on Tobacco Row in Richmond, all while competitors were having to downsize. The biggest recent news involved some of the new clients that Big River has signed in recent months, especially a $24-million-per-year account with the Virginia Lottery.
In addition to the Virginia Lottery, some of Big River’s accounts include the Podium Foundation, investment banker Harris Williams, the National 4-H Council, Anthem Blue Cross and Blue Shield, and Moon Pie.
Big River and Moon Pie bring a couple of W&L alums together, since Moon Pie is the signature product of Chattanooga Bakery Inc., of which Sam Campbell, of the Class of 1981, is president and CEO. You can see how Big River is marketing its clients by going to the Big River YouTube page. In addition to the company’s radio and TV ads for the Virginia Lottery and Anthem Blue Cross, you can find out how Moon Pie is changing the world: