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Communications launches new agency to focus on 18-34 multiethnic males
(January 11, 2010) Burrell Communications has announced the formation of
a new agency, The subsidiary is called Threshold Nation, and its is
designed to deeper marketing and advertising expertise on the
multiethnic urban male consumer age 18-34.
According to a statement, Threshold is “dedicated to being in lockstep
with the target with a focus on gathering specific intelligence
celebrating similar psychographics within the entire segment.” The new
agency will offer corporate clients services that include advertising,
account planning, market research consulting, creative support and
engagement marketing through strategic non-traditional campaigns.
"The launch of Threshold Nation is groundbreaking because this is the
first agency ever that focuses specifically on this elusive segment who
are today's influencers," said McGhee Williams Osse, Burrell's Co-CEO.
"Burrell is known as an award-winning expert in understanding the
African-American urban consumer, and Threshold Nation will take us to
the next level with an invigorating philosophy and new thinking about
how the advertising industry views this consumer."
According to government data, there are 35.5 million ethnically diverse
males in the U.S. with a combined buying power totaling close to $31.5
billion. Threshold Nation will explore this burgeoning lifestyle segment
through identifying key insights and creating innovative marketing
strategies for brands that fall within the category. Categories with
targeted emphasis include but are not limited to apparel, electronics,
spirits and grooming.
The team assembled for Threshold Nation consists of mid-level and senior
Burrell employees with a combined inter-disciplinary experience in
automotive, spirits, quick service restaurants, pharmaceutical, consumer
packaged goods, retail, and more. Team members include Craig E. Stroud
II and Asha Dickens for account management; Emanuel Basnight and Myia
Driscoll for account planning, Iman A. Jefferson and Jihan Jefferson for
engagement marketing and Julian Jones for creative.
"More than just marketers, this dynamic team lives the TN lifestyle and
understands the importance of approaching the target in a way that is
not only authentic but also attractive for brands to support," said Fay
Ferguson, Burrell's Co-CEO.
Burrell Communications is a full-service marketing communications
company with offices in Chicago, Atlanta and Los Angeles. In business
for more than 30 years, Burrell is a leader in understanding and
motivating consumer behavior in the African-American and Yurban(R)
markets. The agency's client roster includes: McDonald's, Procter &
Gamble, Toyota, General Mills, Weight Watchers, ShoreBank, American
Airlines, Illinois Lottery, Walt Disney World Resorts, Allstate, Eli
Lilly and Zimmer. For more information, visit http://www.burrell.com.