McGhee Williams from Burrell visits Texas Advertising

Texas Advertising was proud to have McGhee Williams, current Managing Partner at Burrell Communications, host a presentation on Burrell, The African-American Market, and Branding.

Burrell Communications is noted as being one of the larger multicultural/African-American agencies in America. Since coming to Burrell's Atlanta office in 1986, McGhee has handled accounts ranging from Coke to KFC, and has overseen projects involving research, account planning, media, and engagement marketing (Public Relations).

While working with Burrell, McGhee has handled accounts that have focused on a wide array of target audiences, commenting that "We do work that is broader than who we are, but we do not forget that we are an African-American Agency." Regarding the African-American market, McGhee states that "you feel like you live in two worlds, and you have to exist in both of them. You do what you have to do for acceptance, and we factor all of this in when advertising for our clients."

She went on to point out that "African Americans don't just like seeing their stuff (commercials) on BET, they feel like they're being pigeon-holed; if you show up where consumers least expect you to be, that is a wow, and it's something that carries weight, particularly with the African American audience." McGhee revealed her four-step approach for reaching this market, "say it so people get it, say it so they know it's meant for them, say it so they can experience it, and say it so they can't miss it."

Focusing on branding, McGhee stated that "We partner with our clients to build brands that have long-standing and non-preemptive relationships in today's competitive marketplace." She also went on to say that true branding isn't just getting the client's product out there, "Your brand isn't just what people see externally...it's what they have to feel internally as well."

On a more personal level, McGhee advises all people working in the industry to "expose yourself both within, and outside new cultures, and travel as much as you can." McGhee concluded the presentation by saying "Advertising can consume you...I'd encourage all of you that there is more to life than advertising, than clients, than money and jobs. There's more to this than the glamour, and at the end of the day, it's the family and friends who support you that matter."

11/3/2004