NEWS12 January 2010

Burrell puts ‘multi-ethnic urban males’ under the spotlight

North America

US— Marketing communications agency Burrell Communications has launched a new subsidiary, Threshold Nation, which aims to provide clients with information about the multi-ethnic urban male consumer.

Threshold Nation will offer market research, engagement marketing, advertising, creative support and account planning services to companies looking to market their brands to multi-ethnic men between the ages of 18 and 34.

Among the industries being targeted are the clothing, electronics, spirits and grooming markets.

Burrell’s co-CEO, McGhee Williams Osse (pictured), said: “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. 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.”

The new agency will be staffed by a team of mid-level and senior Burrell staff including Craig Stroud and Asha Dickens, who will be responsible for account management, Emanuel Basnight and Myia Driscoll who will cover account planning, Iman Jefferson and Jihan Jefferson who will take charge of engagement marketing and Julian Jones who will look after creative.