Burrell Communications Group

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Burrell Communications Group
Industry Advertising
Founded 1971 (1971)
Headquarters Chicago, Illinois, USA
Website www.burrell.com

Burrell Communications Group L.L.C. is an American advertising agency. Founded by Chairman Emeritus Thomas (Tom) J. Burrell, and headquartered in Chicago, IL, Burrell Communications is one of the largest multi-cultural marketing firms in the world. Some of the company’s work is part of a collection in the Library of Congress.[1] Burrell Communications is now under the leadership of Co-CEOs Fay Ferguson and McGhee Osse, and Chief Creative Officer (CCO) Lewis Williams.[2]

History[edit]

Burrell Communications was founded in 1971 by Tom Burrell and then Partner, Emmett McBain, and was originally named Burrell McBain.[3] The company was established with the intention of forging an authentic and respectful relationship with the African American consumer, and to tap into how the Black Aesthetic could also appeal to the general market consumer. It was at this time that Tom Burrell coined the phrase, “Black people are not dark-skinned white people.” Recognizing that there existed inherent cultural differences, and the fact that these differences drove patterns of consumption, became a driving force and inspiration for future ad campaigns at Burrell.

1971-73—Burrell McBain quickly establishes itself as a leading shop for niche African American -focused communications. Beginning with the creation of the Black Marlboro Man for Philip Morris, accounts quickly expanded to include marquis brands McDonald's and Coca-Cola.[3]

1974—Emmett McBain leaves the agency, and it is renamed Burrell Advertising[3]

1975-80—Burrell’s business grows steadily, garnering acclaim in particular for their work on The Coca-Cola Company and McDonald's campaigns. The Coca-Cola commercial entitled “Street Song” wins Burrell its first Clio Award.[4] By 1979, Burrell tops $10 Million in billings per annum, making it one of the most successful multi-cultural advertising shops in the United States.[3]

1981-83—Burrell Advertising picks up Martell Cognac and Stroh's accounts. The McDonald's “Double Dutch” Commercial in particular gains national attention and gains a Gold Award at the U.S. Television Commercials Festival.[5] Agency billings climb to $20 Million annually.[6] In order to accommodate increased needs for their Coca-Cola account, Burrell opens a new office in Atlanta, GA.[6]

1984- 86—Burrell Advertising gains the Procter and Gamble account. Their work for Crest Toothpaste becomes the first major packaged goods account to target an African American consumer audience. Burrell agency billings surpass the $50 Million per annum mark.[3]

1987-90-- Burrell gets the Polaroid account, and gains new campaigns on Procter and Gamble’s Tide, and Kraft Foods Stovetop Dressing.[3]

1991-96-- The agency is renamed Burrell Communications. Alma Hopkins is named CCO, while Sarah Burroughs is named President. Burrell Communications is awarded the Grand Effie by the American Marketing Association for its work on “Who Wants,” a spot created for the Partnership for a Drug Free America.[7] Burrell garners new clients including Nynex, Mobil, Nabisco’s A1 Steak Sauce, Maxwell House Coffee and Sears. Agency billings top a record-breaking $128 Million per annum.[3] Burrell acquires DFA Communications, a general market advertising and direct marketing agency based in New York, adding direct marketing expertise as well as a New York presence.[8]

2000-01—Burrell sells a 49% minority stake to French media giant Publicis Groupe in order to fund its expansion.[9] Burrell Communications gains Toyota, Hewlett-Packard and General Mills as its clients.[10][11]

2002—Burrell Communications is named Black Enterprise’s Advertising Agency of the year [12]

2004—Tom Burrell announces his retirement. Fay Ferguson and McGhee Osse purchase the 51% majority stake, becoming Co-CEOs of Burrell Communications.[13]

2005 – Burrell is named African-American agency of record for Allstate.[14]

2006—Lewis Williams is welcomed as CCO at Burrell.[15] Co-CEO Fay Ferguson is named Chicago Advertising Woman of the Year.[16]

2007—Burrell launches Toyota Camry’s highly successful “If Looks Could Kill,” the first digital campaign of its kind to target African American women.[17]

2009—Burrell garners the American Airlines account and launches American Airlines “Black Atlas.” Toyota launches Burrell's Toyota Venza "Faces" as its featured Super Bowl spot.[18]

2010--Burrell launches Threshold Nation, a subsidiary dedicated to marketing toward the multi-ethnic urban male.[19]

2011—Burrell Communications is named Black Enterprise’s Advertising Agency of the Year [17] and adds Comcast to its list of clients[20]

2013—Burrell launches Rising Tide, a Tide-sponsored aspirational social network for millenials looking for professional access. The program features hip-hop media mogul, Russell Simmons, sharing his wisdom with the young, professional audience.

2014—Burrell scores a major win the 2013 Toyota Avalon Only The Name Remains campaign, starring Academy-Award nominee Idris Elba. The campaign won a Gold National ADDY Award, an Official Webby Award Honoree, and was listed as the FWA Site of the Day.

Clients[edit]

McDonald's, Comcast, Procter and Gamble, General Mills, SuperValu, American Airlines, Toyota, Lilly and Disney's Dreamers Academy

Awards[edit]

2006--Present

Year Organization Award Client Commercial Title
2013 FWA Site of the Day Toyota Toyota.com/OnlyTheName
2013 Hugo Television Awards Audience Choice Award McDonald's "All American"
2013 Hugo Television Awards Gold Hugo Award McDonald's "New Addition"
2013 Hugo Television Awards Silver Plaque McDonald's "All American"
2013 Association of National Advertisers Excellence Award, Digital Category Procter & Gamble Tide, "Rising Tide" social campaign
2013 NAMIC Excellence in Multicultural Marketing Award(EMMA) Comcast CelebrateBlackTV.com
2013 NAMIC Excellence in Multicultural Marketing Award(EMMA) Comcast "Me Times Three"
2012 Hugo Television Awards Silver Fast Food Award[21] McDonald's "Step Up To The Mac"
2012 Hugo Television Awards Silver Plaque[21] Toyota Rav4 “The Journey/Good Day”
2012 Hugo Television Awards Hugo Certificate of Merit Fast Food Award [21] McDonald’s McCafé “A Frosty Affair.”
2011 Association of National Advertisers ANA Multicultural Excellence Awards - Finalist AA Category Toyota "Benny, Mark, and the RAV4" campaign
2011 Association of National Advertisers ANA Multicultural Excellence Awards - Finalist AA Category American Airlines Black Atlas
2011 Hugo Television Awards "Gold Plaque, Fast Food" McDonalds Big Day
2011 Hugo Television Awards Certificate of Merit for Original Music Ad Council Park Day
2011 Hugo Television Awards "Certificate of Merit, Automobile Category" Toyota Special Feature
2011 Advertising Research Foundation Ogilvy Silver Award, Multicultural Category [22] Toyota "Are You a Venza"
2011 Black Enterprise Magazine Advertising Agency of the Year [17] N/A N/A
2011 Hugo Television Awards Gold Plaque, Fast Food Category [23] McDonald's "Big Day"
2011 National Health Information Merit Awards Consumer Continuity Print Ad and for Overall Engagement Program. Lilly Lilly F.A.C.E. Diabetes Engagement Program
2010 Association of National Advertisers Finalists for Campaign with Significant Results Procter & Gamble My Black is Beautiful
2010 Association of National Advertisers Finalists for Campaign with Significant Results McDonald's Mom's Engagement, Wait, and Happy Meal
2010 American Advertising Federation Mosaic Award for Multiethnic Advertising Campaign [24] American Airlines "BlackAtlas.com: Your Passport to the Black Experience Worldwide"
2010 Association of National Advertisers ANA Multicultural Excellence Awards, African American Category, Grand Prize [25] McDonald’s “Big Day” and Print-“Airplane”
2010 Association of National Advertisers General Market Category [25] Tide, Procter & Gamble “Wicker Basket” and “Towel.”
2009 Association of National Advertisers Honorable Mention Procter & Gamble My Black is Beautiful
2009 Association of National Advertisers Campaign with Significant Results McDonald's McCafe
2009 Advertising Research Foundation David Ogilvy Award in Automotive Category[26] Toyota "If Looks Could Kill" Campaign
2009 Association of National Advertisers ANA Multicultural Excellence Awards: African American Category, Grand Prize [27] McDonald’s "Mom’s Trust"
2008 American Advertising Federation Mosaic Award for Multiethnic Advertising Campaign [24] Procter & Gamble Multicultural Development Organization “ My Black Is Beautiful” Campaign
2007 ADCOLOR Master of Multicultural Marketing Award N/A N/A
2007 Association of National Advertisers Multicultural Excellence Award, African American Category Procter & Gamble Olay
2007 Association of National Advertisers Finalist in the AA Campaign category. Verizon Black History Month
2007 American Marketing Association The Silver Effie [28] Allstate “2006 Your Choice Auto”
2007 American Advertising Federation Mosaic Multicultural Award, Multiethnic Campaign of the Year [24] Procter & Gamble Olay Definity
2007 Association of National Advertisers Multicultural Excellence Award, African American Category [29] Procter & Gamble Olay Campaign
2006 Chicago Advertising Federation and the Women’s Ad Club of Chicago Advertising Woman of the Year, Fay Ferguson
2006 Rainbow PUSH Trail Blazer Award, McGhee Williams Osse
2006 Verizon Verizon Supplier of Excellence Award
2006 Southern California Business Development Council Supplier of the Year
2006 American Advertising Federation Mosaic Multicultural Agency of the Year [24] Verizon "Realize" campaign
2006 Association of National Advertisers Multicultural Excellence Award for Campaign with Significant Results[30] Verizon "Realize" campaign
2005 Association of National Advertisers (ANA) Multicultural Excellence African American Category Procter & Gamble Nostalgia Dad
2005 Association of National Advertisers (ANA) Campaign with Significant Results Category Procter & Gamble Nostalgia Dad
2005 Association of National Advertisers (ANA) Finalist McDonald's Baobob 365 Black
2005 Association of National Advertisers (ANA) Finalist McDonald's Patio
2005 Association of National Advertisers (ANA) Finalist McDonald's McDonald’s Fruit & Walnut Salad
2005 Advertising Women of New York and Working Mothers Magazine "Fay Ferguson, Co-CEO, as one of five “Trailblazer Moms,” and one of twenty “Advertising Women of the Year,” "
2005 Ebony Magazine "Outstanding Women in Marketing Communications Award, Fay Ferguson"
2005 American Advertising Federation (AAF) "AAF Advertising Hall of Fame for Lifetime Achievement, Tom Burrell"
2004 American Association of Advertising Agencies (AAAA) O’Toole Multicultural Award Finalist "Sears, McDonald's, Procter & Gamble"
2004 Procter & Gamble Healthcare Advertising Award People’s Choice Award for Best Ad in Healthcare to Burrell Procter & Gamble
2003 American Association of Advertising Agencies (AAAA) O’Toole Award Finalist "Toyota, McDonalds, Sears Adidas"
2003 Sears Partners in Progress Award and Quality Supplier of the Year Award
2002 American Association of Advertising Agencies (AAAA) O’Toole Multicultural Award Winner "Verizon, Sears, McDonald’s"
2001 Association of National Advertisers (ANA) "Multicultural Excellence Award, General Market Category" Verizon
2000 Chicago Advertising Federation (CAF) "Award of Excellence, Windy Award competition" McDonald's New Math
2000 Chicago Advertising Federation (CAF) "Award of Excellence, Windy Award competition" Coca-Cola Five Deadly Women
2000 Adweek Best Spots of 1999 McDonald's New Math
2000 Public Relations Society of America (PRSA) "Top Gun Award, Tom Burrell"
1999 Procter & Gamble 1998/1999 Proven World Class Copy Award for Crest brand “Class Reunion”:30 TV commercial
1998 American Association of Advertising Agencies (A.A.A.A.) "O’Toole Award, for Creative Excellence, Multicultural Marketing to African Americans" "McDonald’s, Mobil, Sears, Bell Atlantic"
1998 Chicago Advertising Federation CAF) Awarded 1998 Silver Medal Award to Tom Burrell.
1997 "Public Relations Society of America, Chicago Chapter." Skyline Award for McDonald’s Hip-Hop Comedy Jam.
1997 Promotions Marketing Association of America (PMMA) Finalist for Reggie Award McDonald's 1001 Dalmatians
1994 Hugo Television Awards Silver Hugo Coca-Cola 3DJs
1994 Hugo Television Awards Silver Plaque Polaroid Sinbad and Models
1994 Hugo Television Awards Silver Plaque Coca-Cola Sax Man
1994 Hugo Television Awards Certificate of Merit Coca-Cola Sax Man
1994 Hugo Television Awards Certificate of Merit Red Bull Bull Rider
1994 International Animated Film Festival Society 1994 Annie Award for Outstanding Achievement in an Animated Television Commercial Coca-Cola Sax Man
1994 American Marketing Association "Grand Effie for ""Who Wants,"" a PSA for the Partnership for a Drug-Free America"
1994 CASE (Council for the Advancement and Support of Education) "Gold medal for ""The Spelman Campaign: Initiatives for the 90's"""
1994 "International Television Association (ITVA), Chicago Chapter, Ninth Annual Philo Award" "Gold for ""The Spelman Campaign: Initiatives for the 90's"""
1994 "International Television Association (ITVA), Chicago Chapter, Ninth Annual Philo Award" "Bronze for ""The Mac Report,"" McDonald's infomercial"
1994 Procter & Gamble 1993 Health Care Sector Advertising Copy Award Crest Role Model
1993 The New York Festivals 1993 TV & Cinema Advertising Competition Finalist Certificate Coca-Cola I Got Man
1993 International Academy of Communications Arts and Sciences Bronze Questar Award for Tuskegee Airmen Video Documentary
1993 "Chicago International Film Festival, TV Commercial Competition" Silver Plaque Coca-Cola American Beauty
1993 "Eight Sheet Outdoor Advertising Association, 1993 Outdoor Poster Design Contest" "First Place, food products category for ""Mickey D's. The Lunch Break Break"""
1993 CIPRA Award of Distinction "Corporate PR for Canadian Mist, ""Mist Behavin'"" "
1992 "Retail Advertising & Marketing Association, 41st Annual RAC Awards Competition" "Kmart, Gold for ""Fashion Show"" radio, Silver Finalist for ""Elevator"" and ""All My Secrets"" radio spots; Silver Finalist for ""Couples"" print "
1992 Advertising Excellence Award "Minority Marketing Brand of the Year from General Foods USA, for Stove Top Stuffing, ""Kim & Leon"""
1992 "Chicago International Film Festival, Television Commercial Awards" Silver Plaque McDonald's Grapevine
1992 "Chicago International Film Festival, Television Commercial Awards" Silver Plaque Coca-Cola Pippen vs Barkley
1992 The New York Festivals; International Print Media Competition "Bronze Medal for Polaroid campaign ""Sound Insurance,"" ""Thank-A-Gram,"" and ""Family Tree"""
1991 International Film & TV Festival of New York "1990 Silver Medal, the campaign for The Media-Advertising Partnership for a Drug-Free America, ""Pusher's Plea"" and ""Funeral Home"""
1990 Windy Award "Top winner in the National Regional Musical Category for radio spot, ""See the M,"" McDonald's Breakfast Campaign"
1990 Eight-Sheet Outdoor Advertising Association "First Place, Automotive Category" Ford The New Escort
1988 Liquor Store Magazine "Off Premise Award, 3rd Place" Canadian Mist Mist Behavin
1988 Eight Sheet Outdoor Advertising Association First Place for Excellence in Outdoor Design Canadian Mist Mist Behavin'
1988 Eight Sheet Outdoor Advertising Association "First Place for Excellence in Outdoor Design, ""Best of Show"" MARTA, ""Easy Come, Easy Go"""
1988 Adwheel Award "First Place from American Public Transit Association, MARTA, ""MARTA Has Landed"""
1988 Grand Prize Overall Print "American Public Transit Association, MARTA, ""Easy Come, Easy Go"""
1988 "Bell Ringer Award, Sara Lee Corporation" Excellence in Public Relations
1987 Eight Sheet Outdoor Advertising Association "First Place, ""Best of Show""" Coca-Cola "Red, White, and You"
1987 Eight Sheet Outdoor Advertising Association First Place in the National Backlight Category Martell Cognac I Assume You Drink Martell
1987 Chicago International Film Festival Silver Plaque Award Coca-Cola Cherry Coke Word Up
1985 Chicago Advertising Club "Ad Person of the Year, Tom Burrell "
1985 Greater Chicago Radio Broadcasters Association "WINDY Radio Award, Greater Chicago Radio Broadcasters Association, McDonald's Corporation/James Brown"
1982 The U.S. Television Commercials Festival Gold Award McDonald's Double Dutch
1982 New York Television Festival Silver Award McDonald's Double Dutch
1981 Greater Chicago Radio Broadcasters Association WINDY Radio Award Coca-Cola Summertime Fun
1979 U.S. Television Commercials Festival First Place for a Coca-Cola USA commercial
1979 U.S. Small Business Administration Certificate of Nomination for outstanding performance to small business prime contractor
1979 Greater Chicago Radio Broadcasters Association "Radio Award, McDonald's spot"
1978 Chicago International Film Festival Gold Hugo Award McDonald's A Famiy Is
1978 Clio Award McDonald's A Famiy Is
1978 U.S. Television Commercials Festival First Place McDonald's A Famiy Is
1978 New York Film Festival Silver Award McDonald's A Famiy Is
1978 Greater Boston Radio Broadcasters Association WINDY Radio Award McDonald's Big Band
1977 New York Film Festival Silver Award Coca-Cola Street Song
1977 CLIO Award Best Director Coca-Cola Street Song
1975 National Association of Market Developers Advertising Campaign of the Year Coca-Cola

References[edit]

  1. ^ "Coca-Cola Company donates its collection of Black advertising by Burrell Communications Group to Library of Congress". Jet Magazine. October 20, 2003. Retrieved March 31, 2012. 
  2. ^ "Our Leaders". Burrell Communications Group. Retrieved March 31, 2012. 
  3. ^ a b c d e f g Fawcett, Adrienne W. (June 3, 1996). "Burrell at 25, A Commemorative". Advertising Age. 
  4. ^ Chambers, Jason (2009). Madison Avenue and the Color Line: African Americans in the Advertising Industry. University of Pennsylvania Press. p. 24. 
  5. ^ "Double Honors". Jet. December 27, 1982. Retrieved March 31, 2012. 
  6. ^ a b Fawcett, Adrienne W. (June 3, 1996). "BURRELL AT 25:A COMMEMORATIVE". Advertising Age. 
  7. ^ Stuart, Elliot (June 8, 1994). "THE MEDIA BUSINESS: Advertising; An anti-drug public service campaign wins a prestigious prize for advertising effectiveness.". New York Times. Retrieved March 31, 2012. 
  8. ^ "Burrell Communications Group". Advertising Age. September 2003. Retrieved June 12, 2012. 
  9. ^ Valcourt, Josee (October 1, 1999). "Burrell Communications sells 49% of firm to Publicis Will black ad agencies have to merge to stay alive?". Black Enterprise. Retrieved March 27, 2012. 
  10. ^ "Toyota Announces Partnership With African American Advertising Agency". PRNewswire. Retrieved May 24, 2012. 
  11. ^ Brown, Monique R. (June 2002). "Born to transform: the Burrell Communications Group bursts out of the ad agency box to become bigger, better, and bolder - B.E. Advertising Agency Of The Year - Company Profile". Black Enterprise. Retrieved June 3, 2012. 
  12. ^ Finkelman, Paul (2009). Encyclopedia of African American history, 1896 to the present: from the age of segregation to the twenty-first century, Volume 1. Oxford University Press. p. 317. 
  13. ^ Hughs, Zondra (July 27, 2011). "Burrell Communications Celebrates 40 Years". Rolling Out. Retrieved April 2, 2012. 
  14. ^ "Burrell Communications Wins Allstate African-American Account". Business Wire. August 3, 2005. Retrieved June 13, 2012. 
  15. ^ "Burrell names Lewis Williams new Chief Creative Officer, replacing Steve Conner". Target Market News. April 10, 2006. 
  16. ^ "Burrell Communications' Fay Ferguson named Advertising Woman of the Year". Target Market News. May 24, 2006. Retrieved June 3, 2012. 
  17. ^ a b c Alleyne, Sonia (June 2011). "Growth By Reinvention". Black Enterprise. Retrieved April 2, 2012. 
  18. ^ Tedesco, Richard. "Toyota Ties Events to Venza Spots in Big Game.". Promo. Retrieved June 3, 2012. 
  19. ^ "Burrell Communications(TM) Launches Threshold Nation(TM)". PR Newswire. Retrieved June 3, 2012. 
  20. ^ "Comcast names Burrell Communications African-American agency of record". Target Market News. March 8, 2011. Retrieved June 14, 2012. 
  21. ^ a b c "Burrell Wins 2012 Silver Hugo". Retrieved May 25, 2012. 
  22. ^ "The ARF 2011 David Ogilvy Awards Winners and Case Studies". The Advertising Research Foundation. Retrieved April 2, 2012. 
  23. ^ "2011 Hugo Television Award Winners". Chicago International Film Festival. Retrieved April 2, 2012. 
  24. ^ a b c d "Diversity Achievement and Mosaic Awards and Forum: Past Recipients". American Advertising Federation. Retrieved April 2, 2012. 
  25. ^ a b "ANA Announces 2010 Multicultural Excellence Award Winners". Association of National Advertisers. Retrieved April 2, 2012. 
  26. ^ "2009 David Ogilvy Awards". Advertising Research Foundation. Retrieved April 2, 2012. 
  27. ^ "ANA Announces 2009 Multicultural Excellence Award Winners". Association of National Advertisers. Retrieved April 2, 2012. 
  28. ^ "Effie Awards : Winners Showcase : 2007 : 2006 Your Choice Auto". Effie Worldwide. Retrieved April 2, 2012. 
  29. ^ "ANA Announces Winners of the 2007 Multicultural Excellence Awards". Association of National Advertisers. Retrieved April 2, 2012. 
  30. ^ "Burrell's campaign for Verizon wins ANA award for Significant Results". Target Market News. November 16, 2006. Retrieved April 2, 2012.