The Spurrier Group has been selected as the first advertising agency of record for the Virginia Department of Alcoholic Beverage Control (ABC). After a lengthy review, which included competitive pitches from some of the Commonwealth’s top communications firms, Spurrier won the contract along with team partners Brand Planning, Create Digital and Work Labs.
The award is for a two-year renewable contract to provide advertising services to ABC’s marketing and communications divisions and the education and prevention section.
“It is an honor to be selected as Virginia ABC’s first agency and we look forward to providing guidance on managing and synchronizing multiple communications messages and then delivering them to a wide range of audiences,” said Donna Spurrier, agency founder and chief executive officer.
“Working through the procurement process at Virginia ABC, we were impressed with the Spurrier Group and its expertise in government branding, communications and marketing, especially as it relates to retail and e-commerce services,” said Eddie Wirt, chief communications and research officer for Virginia ABC. “We look forward to working with Spurrier Group and expect good things for Virginia ABC and its customers.”
The agency and its team partners will work with Virginia ABC’s Marketing Division to grow sales through consumer engagement and product management initiatives. They will also assist with internal and external communications and support the agency’s alcohol prevention and public education initiatives.
The Virginia Department of Alcoholic Beverage Control (ABC) is a major source of revenue for the commonwealth, contributing more than $1.8 billion to the General Fund over the last five years. The authority currently operates 359 state stores. Its Bureau of Law Enforcement oversees more than 17,000 ABC licensed establishments while the Hearings and Appeals Division considers more than 700 cases each year. The authority also provides alcohol education and prevention programs for people of all ages. Now marking its 82nd year, ABC remains committed to progress and innovation in carrying out its control, service and revenue mission. For more information, visit www.abc.virginia.gov.
A Capitol Communicator sponsor, Spurrier Group was founded in 1996 and is a marketing partner dedicated to measurable ROI through research, strategy and media. The agency analyzes and then simplifies data to understand how to strategically reach and then motivate their clients’ target audiences. Spurrier Group’s research leads to customer insights that educate and inform the entire marketing process. Spurrier Group was recently ranked the seventh largest advertising agency in the Washington D.C. metropolitan region, and it is consistently listed among the top agencies in Richmond.