The Pitch: Advertising and marketing news for 3.25.25

Familiar Creatures released the campaign “When, Then” for VPM. (Courtesy Familiar Creatures)

Familiar Creatures released a campaign for VPM highlighting its 90by5 child development initiative. Called “When, Then,” the campaign included production by Spang. 

Familiar Creatures was named creative agency of record for beer brand Pabst Light. Sarah Carr was promoted from senior art director to associate creative director. 

JLV Communications worked on video and photography for Dinwiddie County’s tourism department highlighting the county’s nature and history. The agency picked up Virginia Partnership for Gaming and Health as a client. 

Kassidy Hammond. (Courtesy Golden Word)

Golden Word hired Kassidy Hammond as a social media manager. 

Owen Design Co. created a visual rebrand for National Electrical Manufacturers Association, including a new logo, logomark, typography, color swatches and additional design elements. 

Madison+Main hired Daniel Goodman as a senior copywriter. The agency revamped the Chesapeake Economic Development website and added clients Sweetie Boy Transportation, a national vehicle transportation company, and Somerset-based McCormick Hill Farms.

Daniel Goodman

The Public Relations Society of America Richmond Chapter installed a new board of directors and officers for 2025, consolidating from a 13- to an 11-person body. Executive officers include President Greg Surber, President-Elect Kenita Matthews, First Vice President of Professional Development Madilynne Tanner, Second Vice President of Awards Connie Kottman, Third Vice President of Membership Amy Steinmann and Secretary Rayhan Daudani. 

The Martin Agency created “The Comeback Cavalry” for Icy Hot, the agency’s first work with the pain therapy brand. The campaign features longtime Icy Hot ambassador Shaquille O’Neal as the leader of a team of ice and heat warriors inside an Icy Hot bottle. The campaign was directed by Los Angeles-based director Keith Schofield. 

Shaq leads a team of icy and hot warriors in the Martin Agency’s new Icy Hot campaign. (Courtesy Martin Agency)

West Cary Group was awarded a two-year marketing and creative services contract with University of Virginia. The contract includes services such as branding, strategy, analysis, media buying, marketing and digital campaigns. 

The Hodges Partnership launched Experience Chesterfield’s “History Happened Here” campaign, which includes an updated website with a campaign video and blog posts for the tourism organization.