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Burrell Communications Group L.L.C. is a diverse and full-service American Advertising Agency. Founded by Chairman Emeritus Tom 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 was thought to be so culturally relevant that it is now housed as 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 Williams, CCO Lewis Williams and Donald Moore, President of Burrell Digital.[2]

History

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Burrell Communications was founded in 1971 by Tom Burrell and then Partner, Emmett 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.” [4] 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 Communications quickly establishes itself as a leading shop for 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—Emmet McBain leaves the agency, and it is renamed Burrell Advertising [3]

1975-80—Burrell’s business grows steadily, garnering acclaim in particular for its work on Coca-Cola and McDonald's campaigns. The Coke commercial entitled “Street Song” wins Burrell its first Clio Award.[5] 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 Communications up Martel 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[6] . Agency billings climb to $20 Million annually. In order to accommodate increased needs for their Coca-Cola account, Burrell opens a new office in Atlanta, GA. [3]


1984- 86—Burrell Communications 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]

2000—Burrell sells a 49% minority stake to French media giant Publicis Groupe in order to fund its expansion. [8]

2002—Burrell Communications is named Black Enterprise’s Advertising Agency of the year [9]

2004—Tom Burrell announces his retirement. Fay Ferguson and McGhee Osse Williams purchase the 51% majority stake, becoming Co-CEOs of Burrell Communications.[10]

2006—Lewis Williams is welcomed as CCO at Burrell.[11]

2007—Burrell Communications gains Toyota as its client, launching Toyota Camry’s highly successful “If Looks Could Kill,” the first digital campaign of its kind to target African American women. [12]

2009—Burrell garners the American Airlines account and launches American Airlines “Black Atlas.”Burrell Digital is launched and Don Moore is welcomed as the President [13]

2010 – SuperValu Stores names Burrell Communications its African American Agency of Record [14]

2011—Burrell Communications is named Black Enterprise’s Advertising Agency of the Year [12] and wins the Comcast account. [15]

Clients

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


Awards

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2000--Present

Year Organization Award Client Commercial Title
2011 Advertising Research Foundation Ogilvy Silver Award, Multicultural Category [16] Toyota "Are You a Venza"
2011 Black Enterprise Magazine Advertising Agency of the Year [12] N/A N/A
2011 Hugo Television Awards Gold Plaque, Fast Food Category [17] 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 American Advertising Federation Mosaic Award for Multiethnic Advertising Campaign [18] 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 [19] McDonald’s “Big Day” and Print-“Airplane”
2010 Association of National Advertisers General Market Category [19] Tide, Procter & Gamble “Wicker Basket” and “Towel.”
2009 Advertising Research Foundation David Ogilvy Award in Automotive Category[20] Toyota "If Looks Could Kill" Campaign
2009 Association of National Advertisers ANA Multicultural Excellence Awards: African American Category, Grand Prize [21] McDonald’s "Mom’s Trust"
2008 American Advertising Federation Mosaic Award for Multiethnic Advertising Campaign [18] Procter & Gamble Multicultural Development Organization “ My Black Is Beautiful” Campaign
2007 American Marketing Association The Silver Effie [22] Allstate “2006 Your Choice Auto”
2007 American Advertising Federation Mosaic Multicultural Award, Multiethnic Campaign of the Year [18] Proctor & Gamble Olay Definity
2007 Association of National Advertisers Multicultural Excellence Award, African American Category [23] Procter & Gamble Olay Campaign
2006 American Advertising Federation Mosaic Multicultural Agency of the Year [18] Verizon "Realize" campaign
2006 Association of National Advertisers Multicultural Excellence Award for Campaign with Significant Results[24] Verizon "Realize" campaign
2005 Association of National Advertisers Multicultural Excellence African American Category [25] Tide with Downy, Procter & Gamble “Nostalgia Dad”
2004 American Association of Advertising Agencies People’s Choice Award for Best Ad in Healthcare Crest "Woo"
2003 American Association of Advertising Agencies (AAAA), O’Toole Sears Partners in Progress Award and Quality Supplier of the Year Award N/A N/A
2002 American Association of Advertising Agencies (AAAA), O’Toole Multicultural Award Winner [26] Verizon, Sears, McDonald’s N/A
2001 Association of National Advertisers (ANA) Multicultural Excellence Award, General Market Category [27] Verizon Communications N/A
2000 Adweek “Best Spots of 1999,” Coca-Cola “New Math”


References

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  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.{{cite journal}}: CS1 maint: date and year (link)
  2. ^ "Our Leaders". Burrell Communications Group. Retrieved March 31, 2012.
  3. ^ a b c d e f g h Fawcett, Adrienne W. (June 3, 1996). "Burrell at 25, A Commemorative". Advertising Age.{{cite journal}}: CS1 maint: date and year (link)
  4. ^ Burrell, Thomas (2010). Brainwashed: Challenging the Myth of Black Inferiority. New York, NY: SmileyBooks. pp. xi.
  5. ^ Chambers, Jason (2009). Madison Avenue and the Color Line: African Americans in the Advertising Industry. University of Pennsylvania Press. p. 24. ISBN 978-0812203851.
  6. ^ "Double Honors". Jet. December 27, 1982. Retrieved March 31, 2012.{{cite journal}}: CS1 maint: date and year (link)
  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. ^ 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.{{cite journal}}: CS1 maint: date and year (link)
  9. ^ 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. ISBN 978-0-19-516779-5.
  10. ^ Hughs, Zondra (July 27, 2011). "Burrell Communications Celebrates 40 Years". Rolling Out. Retrieved April 2, 2012.{{cite journal}}: CS1 maint: date and year (link)
  11. ^ "Burrell names Lewis Williams new Chief Creative Officer, replacing Steve Conner". Target Market News. April 10, 2006.{{cite journal}}: CS1 maint: date and year (link)
  12. ^ a b c Alleyne, Sonia (June 2011). "Growth By Reinvention". Black Enterprise. Retrieved April 2, 2012.{{cite journal}}: CS1 maint: date and year (link)
  13. ^ "Burrell Communications names Don Moore to head agency's new digital division". Target Market News. June 10, 2009. Retrieved April 2, 2012.{{cite journal}}: CS1 maint: date and year (link)
  14. ^ "Burrell adds four senior executives following assignments from Comcast, SuperValu". Target Market News. May 10, 2011. Retrieved April 24, 2012.
  15. ^ "Comcast Names Burrell Communications as African-American Agency of Record". Comcast. Retrieved April 24, 2012.
  16. ^ "The ARF 2011 David Ogilvy Awards Winners and Case Studies". The Advertising Research Foundation. Retrieved April 2, 2012.
  17. ^ "2011 Hugo Television Award Winners". Chicago International Film Festival. Retrieved April 2, 2012.
  18. ^ a b c d "Diversity Achievement and Mosaic Awards and Forum: Past Recipients". American Advertising Federation. Retrieved April 2, 2012.
  19. ^ a b "ANA Announces 2010 Multicultural Excellence Award Winners". Association of National Advertisers. Retrieved April 2, 2012.
  20. ^ "2009 David Ogilvy Awards". Advertising Research Foundation. Retrieved April 2, 2012.
  21. ^ "ANA Announces 2009 Multicultural Excellence Award Winners". Association of National Advertisers. Retrieved April 2, 2012.
  22. ^ "Effie Awards : Winners Showcase : 2007 : 2006 Your Choice Auto". Effie Worldwide. Retrieved April 2, 2012.
  23. ^ "ANA Announces Winners of the 2007 Multicultural Excellence Awards". Association of National Advertisers. Retrieved April 2, 2012.
  24. ^ "Burrell's campaign for Verizon wins ANA award for Significant Results". Target Market News. November 16, 2006. Retrieved April 2, 2012.
  25. ^ Wentz, Laurel (January 9, 2006). "New CEOs boost Burrell strengths". Advertising Age. Retrieved April 2, 2012.{{cite journal}}: CS1 maint: date and year (link)
  26. ^ "2002 O'Toole Award winners" (PDF). American Association of Advertising Agencies. Retrieved April 2, 2012.
  27. ^ 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 April 2, 2012.{{cite journal}}: CS1 maint: date and year (link)
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