Following in Their Footsteps... African Americans in the Advertising Industry
|
Posted By: Jon C. on October 22, 2008 Despite a history of discrimination and marginalization, the African-American consumer base has always been a lucrative and influential market highly desired by leading companies. Today, Black households command $656B in earned income, and African-American ad agencies such as Burrell Communications, Uniworld Group, Carol H. Williams Advertising, and Coleman Advertising are venerable institutions in the advertising industry. Corporate America saw the emergence of African-American advertising executives during the 1940s and 1950s, at a time when Black faces in the office were more likely to be custodians, mail clerks, or service personnel rather than account execs or analysts. Although many major firms such as GM, Philip Morris, Coca-Cola, Carnation, and Ford were early adopters of African-American targeted marketing, progress of Black professionals in these organizations came slowly and at a great cost. Despite these challenges, pioneers such as Ed Boyd (Pepsi), James Avery (Exxon Mobil), Moss Kendrix (Coca-Cola) established the presence and viability of Black marketing executives in America. Pepsi was one of the first major American companies to make a serious investment in training and developing an African-American sales force and marketing division. Facing stiff competition from Coca-Cola in the late 1940s, Pepsi CEO Walter Mack brought on two of the nation’s most influential Black ad executives, Hennan Smith and Edward Boyd to develop and organize a sales team to increase market share in the African American community. Their campaign was one that would make advertising history. It was one of the first targeted campaigns to African Americans that featured ad creative with positive depictions of African Americans, including profiles of famous figures such as Ralph Bunche and Gordon Parks. One famous 1947 advertisement features (future Secretary of Commerce) Ron Brown as a child. Their team of twelve Black sales executives faced many challenges and indignities, especially while traveling in the South, but were singlehandedly responsible for giving Pepsi a dominant market share in African-American concentrated markets such as Chicago. With a shoestring budget, this sales team developed relationships with both Black consumers as well as White distributors and bottlers, gaining respect from Blacks and Whites alike. Another Black pioneer in advertising was Thomas Burrell, whose agency now commands over $140M in annual revenue, with clients such as McDonalds and Verizon. Despite struggling academically in college and being advised to drop out by his college advisor, Burrell instead finished school and launched a career in advertising. As a fledgling company, he managed high-profile campaigns for Marlboro, McDonalds, and Coca-Cola in the early 1970s. His contributions set the standard for urban-targeted media, researching an consumer segment that was often defined by stereotypes and adaptation of “mainstream” marketing campaigns. Thomas Burrell has been recognized as a thought leader in not just ethnic-market advertising, but in communications and journalism as a whole. These leaders in business paved the way for young professionals such as myself, and without their vision and sacrifice, my career would not be possible. If you enjoyed this article, Join HBCU CONNECT today for similar content and opportunities via email! |
 |
Jon C.
Benefits Management Analyst, State of Ohio Hampton University class of 2004 Member Since July 2003 |
Comments
More From This Author
Latest Blogs
 |
Understanding the Apartheid System Affecting PalestiniansAn illustration of a Palestinian family walking through a fenced checkpoint, with Israeli watchtowers in the background, emphasizing the contrast between restriction and resilience.
Apartheid is ...more
Joel Savage • 57 Views • October 5th, 2026 |
 |
The new way for communities to benefit from AI Credit buying!! Industry Paradigm shiftWHY JUNIQUES COMPANIES USES SHIFTAI TO SERVE THE UN MARKET
A Strategic, Economic, and Cultural Alignment
Join the club http://shiftai.jusmcc.net
We stand at the edge of a new era — ...more
rickey johnson • 139 Views • October 4th, 2026 |
 |
All-New 2026 Subaru Uncharted Enters New EV TerritoryThe name Uncharted suits Subaru’s newest electric vehicle. With the all-new 2026 Subaru Uncharted, the automaker has ventured into uncharted territory that would have been unheard of just a few years ...more
Randi Payton • 84 Views • October 4th, 2026 |
 |
Why Black history remains unforgettable: The images that refuse to fadeA symbolic black‑and‑white photograph showing preserved historical images and documents that represent the painful yet unforgettable memories of Black history.
Black history carries w ...more
Joel Savage • 97 Views • October 3rd, 2026 |
 |
Time of life: The legacy you leave defines who you truly wereA symbolic image showing a lone figure walking toward a bright horizon of a journey of life, legacy, and the moral choices that define a person beyond wealth or fame.
In every era of human histor ...more
Joel Savage • 119 Views • October 2nd, 2026 |
Popular Blogs
 |
Divorce in America in 2009 – What’s love got to do, got to do with it?
Join Brother Marcus and the cast and the crew of the Brother Marcus Show live this Sunday evening on February 1, 2009 @ 8:00 p.m. for another hot topic in our community! “Divorce in America in 2009 ...more
Brother Marcus! • 75,457,940 Views • January 27th, 2009 |
 |
VISINE ALERT!!!Seemingly innocent medication such as Visine eyedrops are used by people to concoct a mixture with similar effects as a date-rape drug.
When mixed with alcohol and taken orally, the eyedrops can l ...more
Siebra Muhammad • 122,598 Views • May 23rd, 2009 |
 |
"Chain Hang Low" check out the real meaning of the Lyrics!Recently there is a new artist out of Saint Louis that goes by the name JIBBS. Jibbs debut single "Chain hang low" has a history that most people are not aware of. The particular nursery rhyme that th ...more
Tyhesha Judge-Fogle • 81,493 Views • November 9th, 2006 |
 |
HBCU Marketplace Gifts: Divine 9 Premium Fraternity / Sorority Playing CardsVendor: Charles Jones
Item Price: $20.00
Price Includes Shipping: Yes - Shipping Included
Item Description:
Pantheon Series - Divine 9 - Premium Playing Cards (choose Gold Series or Silve ...more
Hija Chang • 64,627 Views • December 2nd, 2018 |
 |
Black College Student Sentenced to 12 Years in Prison for Kissing a White GirlAlbert N. Wilson, a former University of Kansas student, has been sentenced to 12 years in prison and a lifetime of probation after being convicted by an all-white jury of raping a white teen girl. Bu ...more
Roger The Great • 57,401 Views • June 4th, 2020 |
