Bergman Group

A Richmond, Virginia agency that grew out of magazine publishing now handles integrated communications for corporate, healthcare and non-profit clients. The current firm was formed in 1995, and its president has said he built it from a one-person consulting practice into a full-service agency.

From magazine accounts to a Richmond shop

The president's earlier career ran through research at a New York advertising agency, an account director role in Dallas, and circulation and marketing posts at a national news weekly. In 1989 he started a first agency of the same name that specialized in publishing and counted more than 30 magazines among its accounts. After selling it, he led the Virginia division of another agency, then founded the present business in 1995. He also teaches marketing as an adjunct professor at the University of Richmond.

Design and production in print and online

The design and production side is run by a director who studied communication design at Virginia Commonwealth University, worked for a Washington design firm that served young technology companies, and later ran his own studio before joining the agency in 2000. His work at the agency has covered specialty marketing for clients that include ExxonMobil, a card issuer, a large bank, a regional hospital group and the National Audubon Society, in both print and electronic formats.

Account management with a consumer goods background

Marketing, advertising, online programs and strategy for client accounts sit with a director who spent more than 15 years in management and marketing for packaged consumer products and led a new products team at a pharmaceutical company. Accounts she oversees include the Community College Workforce Alliance and Sandler Training.

A daily illustration for The American

The agency's site features its editorial illustrations for The American, produced every day, alongside work for the Richmond Behavioral Health Authority. It also points to an article by its president for MediaPost about young people's reluctance to speak up in class, which he links to worries over their carefully managed digital image.

Other clients named in the firm's own material include CapTech, American Enterprise Institute, Beaumont Hospitals of Detroit and Kramer Consumer Healthcare.

Bergman Group is an integrated advertising and communications agency in Richmond, Virginia, led by its president Bill Bergman. The present firm was formed in 1995; Bergman had earlier run an agency of the same name that specialised in magazine publishing clients.

Products and services

• Advertising and integrated communications: campaign planning and creative across media.
• Design and production: print and electronic design, led by its director of design and production.
• Specialty marketing: targeted marketing programmes for corporate, healthcare and non-profit clients.
• Marketing and account management: marketing, advertising, online programmes and strategy for client accounts.
• Editorial illustration: daily illustrations for The American.

Clients

Work has been carried out for ExxonMobil, American Express, Wells Fargo, Capital One, VCU Health System, Martha Jefferson Hospital, the National Audubon Society, the Richmond Behavioral Health Authority and the Community College Workforce Alliance.

Key facts

• Based in: Richmond, Virginia
• Founded: 1995 (current firm)
• Leadership: Bill Bergman, president, who also teaches marketing at the University of Richmond