New Firm to Research Young, Ethnic and Urban

In the US, Burrell Communications - which focuses on the African American and young, urban (Yurban) markets - has opened a new agency which will gather intelligence on the lifestyle of the 'multiethnic urban male consumer' aged 18-34.

Threshold Nation, which will work as a subsidiary of Burrell, will offer clients services including advertising, account planning, market research consulting, creative support and engagement marketing through strategic non-traditional campaigns.

With a reported 35.5 million ethnically diverse males in the US who have a combined buying power close to $31.5bn (according to the 2007 US Census Bureau), Threshold Nation will examine this lifestyle segment by identifying key insights and creating marketing strategies for brands associated with the category.

The new firm's team will comprise a group of Burrell employees with experience across various categories including automotive, spirits, quick service restaurants, pharmaceutical, CPG, retail, and others.

'This is the first agency ever that focuses specifically on this elusive segment,' stated Burrell's Co-CEO, McGhee Williams Osse. 'Burrell is known as an 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 ad industry views this consumer.'

Web site: www.burrell.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.