Research Brings Results
Burrell’s agency helps clients reach three distinct groups: the African American market, the “new” general market, and the “yurban” (young urban) segment. Both Ferguson and Williams Osse will tell you a big part of Burrell’s success has been the result of not taking their audiences for granted. “We always start from a strategic standpoint,” explains Ferguson. “That’s very important to us. We truly try to understand the African American consumer, what motivates them, what’s going to compel them to buy this product or service over a competitor’s. So, we study the segment and we truly go about making sure that when we bring a plan to our clients that it’s data driven.”
Neil Golden, chief marketing officer, of McDonald’s USA, confirms that assertion. “Burrell Communications has been a marvelous strategic partner and continues to provide important insights that keep the McDonald’s brand relevant, contemporary, and engaged with the African American consumer segment, as well as the general market,” he says of their work for the fast-food giant, the agency’s oldest partner and a client since 1978. “Over the years, Burrell has helped ensure that we’re able to move with the African American customer and has been on the cutting edge of creativity for McDonald’s advertising.”
Their focus on insights was the basis for the creation of the highly successful “If Looks Could Kill” campaign for the Toyota Camry. The account team believed the launch of the 2007 redesigned model offered a prime opportunity to boost Toyota’s market share among African American women. After conducting a survey of black women, they found mid-size passenger cars lacked appeal with those consumers. The study further identified a segment of black women as “flossers”—African Americans between the ages of 25 and 40 with a household income of $70,000 or more who “want to drive fast and be noticed.” Moreover, the research revealed that the African American car-buying market registered largely single and female. But the
(Continued on next page)
