The advertising industry has seen a positive shift in recent years with brands, marketing teams, and advertising agencies paying more attention to support and relate to black communities.
Right now, the buzz words in every industry are diversity and inclusivity, and we believe that both will impact the advertising industry for decades to come. But, to understand our future, we must acknowledge our past. In honor of Black History Month and our love for the black community, let’s recognize ways black people have shaped the advertising industry in history .
5 Influential Black People in the History of Advertising
1 | Vince Cullers, Vince Cullers Advertising
Cullers (1924-2003), inspired by the rising civil rights movement, founded Vince Cullers Advertising in 1956 to create black advertising opportunities. After completing his degree at the Art Institute of Chicago, Cullers found a lack of options in the advertising market for qualified black artists. Cullers used his artistic talents to run the agency with his wife, who handled the administration. Together, they grew the company and worked with brands like Johnson Products and Kellogg’s. Today, the black and advertising community recognizes Vince Cullers Advertising as the first black agency in the United States.
70% of black Millenials (the generation with the most considerable buying power today) say they are more likely to buy from a brand that takes a stand on race-related issues.
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2 | Tom Burrell, Burrell Communications
Burrell was one of the first black men advertising in Chicago in the 1960s. After receiving many awards in the Chicago area and leading multicultural campaigns for brands like McDonalds, Burrell entered the Advertising Hall of Fame in 2004. Burrell is known as being a “change agent in targeted marketing” in the advertising industry. Today, Burrell Communications leads transcultural campaigns for global brands.
3 | Carol H Williams, Carol H. Williams Advertising
Williams began her advertising company in 1986. Since then, Williams has created notable campaigns for Disney, Secret, Pillsbury, and many more. Inducted into the Advertising Hall of Fame in 2017, Williams remains an influential voice for advertising to the ever-sophisticated black audience. In 2020, Williams accepted the Ad Ages “Vanguard Award” for her lifetime achievements.
4 | Roy Eaton, Roy Eaton Music Agency
The world knows Eaton for his ad music and jingles, including one for Beefaroni from the 1960s. Eaton may have been one of the first black advertisers in New York. In 1982, the New York Times called him a “pioneer in the field of ad agency music direction” in an article announcing the opening of Roy Eaton Music. Eaton is retired today but joined the Advertising Hall of Fame in 2010.
5 | Caroline Jones, Caroline Jones Inc
Jones was one of the first prominent, black, and female advertisers in New York City. Jones obtained her bachelor’s degree in English and challenged gender and racial barriers in the advertising industry. She began as the first African-American copywriter for J. Walter Thompson. Jones worked her way into roles like Creative Director, Executive Vice President, and President of Caroline Jones, Inc. Jones died of breast cancer at 59 years old. Still, the National Museum of American History keeps her story alive.
There are so many more black people bringing their creativity and skill to marketing and advertising. As a diverse digital advertising agency, we’re committed to supporting black advertisers, brands, and people. Whether as advertisers or consumers, the black community brings a beautiful perspective to our digital and real worlds .
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Happy Black History Month!