Tom Burrell’s Revolutionary Crusade to Reshape America’s Advertising Landscape

Advertising Revolutionary: The Life and Work of Tom Burrell" by Jason P. Chambers is not just a biography but a stirring narrative that showcases the transformative journey of Tom Burrell, a man whose innovative approach to advertising reshaped the portrayal of Black Americans in the media. 

Through meticulous archival research and intimate interviews, the book’s author Chambers vividly brings to life the story of a visionary who not only revolutionized advertising but also vigorously championed for the dignified representation of Black Americans.

Tom Burrell, a native Chicagoan, embarked on his advertising career at a time when the industry was starkly monolithic and often perpetuated stereotypical portrayals of Black Americans. However, Burrell’s forward-thinking and creative acumen led him to challenge these norms and fundamentally change how Black Americans were depicted in advertising, focusing on portraying them as real human beings with diverse experiences and aspirations.

Chambers does an exquisite job of capturing Burrell’s 40-year career trajectory, detailing his pivotal roles with major brands like McDonald’s and Coca-Cola. Burrell’s work with these giants was not just about selling products but embedding positive images of Black people into the fabric of mainstream American life. This strategic positioning helped alter public perceptions and paved the way for a more inclusive advertising approach.

One of the most compelling aspects of Chambers' narrative is how he intertwines Burrell’s professional milestones with broader cultural and societal shifts. Burrell's advertising campaigns were not just ads; they were cultural dialogues that engaged with and reflected the changing dynamics of American society. Through Burrell’s story, Chambers adeptly discusses the dual role of advertising as both a mirror and a mold, shaping and being shaped by the racial and cultural zeitgeist of the times.

Moreover, Chambers does not shy away from exploring the challenges and setbacks Burrell faced. These anecdotes add depth to Burrell’s character, presenting him as a resilient figure who continually adapted and thrived amidst the evolving landscape of media and public opinion. This aspect of the narrative I found to be particularly illuminating, as it highlights the nuanced motivations of advertising creators who see their work transcending mere commercial interests.

Another striking theme in Chambers’ book is Burrell’s commitment to fostering diversity within the advertising industry. By establishing his agency, Burrell opened doors for countless Black artists, copywriters, directors, and other professionals, enabling them to build careers and eventually lead in the industry. 

This legacy of empowerment is perhaps one of Burrell’s most enduring contributions, which Chambers richly details through anecdotes and personal stories from those who worked with or were inspired by Burrell.

Chambers’ scholarly rigor is evident throughout the book. His background in exploring African American consumer markets adds a layer of depth to his analysis, allowing readers to appreciate the complex interplay between consumer behavior and racial dynamics. His extensive experience speaking on advertising history and consulting with various organizations enriches the narrative, making it both authoritative and accessible.

In sum, "Advertising Revolutionary: The Life and Work of Tom Burrell" is an enlightening read that offers more than just a historical account. It is a bold and illuminating exploration of how one man’s creative genius and ethical commitment can bring about profound change in an industry and society at large. 

Chambers has not only written a biography but has also painted a portrait of an era, a movement, and a continued struggle for equity and representation in the commercial world. This book is an essential read for anyone interested in the intersections of media, culture, and social justice, providing a comprehensive and engaging look at a true pioneer whose work continues to influence the advertising industry today.

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My feature interview with author Jason P Chambers

What was the main driving force behind your decision to write this book? 

JPC: I research and write about the history of Black people in the advertising industry. A biography about Tom Burrell was a natural extension from my first book, Madison Avenue and the Color Line: African Americans in the Advertising Industry (University of Pennsylvania Press, 2009). In that book I covered the broad story of Black participation in the industry from the early 20^th century to the early 21^st century. In the process I uncovered the story of numerous Black entrepreneurs and creators whose stories had not been adequately told.

Tom Burrell was a big part of the first book and I wanted to tell of his specific contributions via a biography. Plus, I’d always wanted to try my hand at oral research and interviewing as well as biographical writing. And most importantly, I’d always had a great deal of appreciation for Burrell and what he’d overcome and accomplished in advertising.

Were there any surprising discoveries for you that surfaced while researching it? 

JPC: I think the biggest surprise from the book is that at the point in which the agency was publicly doing very well they were nearly out of business. In fact a representative from Burrell’s business lender called him and told him that he was basically out of business and needed to find a way to shut the agency down. It’s a great story of how he was able to climb out of that financial hole and see the agency thrive once again.

Throughout his groundbreaking career,  Tom faced and overcame numerous barriers. Can you share what initially inspired him to enter the advertising industry, and what were some of the most significant challenges he encountered in working to revolutionize the industry's approach to African American consumers?

JPC: Burrell initially focused on the advertising industry after an aptitude test in high school revealed he had a talent for art and for persuasion. When he asked a teacher what that meant she told him that it meant he should consider becoming an advertising copywriter. That gave him a sense of direction, a thing that he could pursue and use to build his future.

I think the most significant challenge Burrell had to overcome (and that minority-owned agencies still face in 2024) is the limiting idea from clients that they could only sell to Black consumers. What that meant is that they rarely had the opportunity to build a whole campaign from the ground up. Instead, they had to fit their work into concepts that had already been developed by another agency. Somehow the industry (and clients) have no problem accepting that majority agencies (i.e. white) can market to people of color, but somehow the reverse isn’t true and that people of color can’t market to majority (i.e. white) consumers.

Tom’s work has been credited with revolutionizing the image of Black Americans in advertising. What was his vision when he started, and how did he persuade big brands like McDonald’s and Coca-Cola to embrace this new direction?"

JPC: He was able to convince them by standing on research information and analysis. He didn’t just walk in and say what he “thought” or “believed.” Instead he stood on carefully assembled and vetted research and analysis that showed the value of targeted advertising to Black consumers. Additionally, he had the benefit on standing on the shoulders of other Black advertising folks who had been working for decades to convince major brands of the value of targeted advertising (or “extending an invitation”) to Black consumers. 

In the early 1970s, McDonald’s wasn’t the marketing giant that it is today. Instead it was still a company finding its way and trying to develop into a national chain. Also, just in Chicago they could see how their restaurants that had once been in white neighborhoods were now in Black ones. The “white flight” to the suburbs meant that they had to learn to sell to a new group of Black consumers. So they recognized that they needed a new kind of expertise to reach this new group. And then Burrell’s success with McDonald’s helped open the door for him at Coca-Cola.

Tom’s efforts have significantly changed how Black people are represented in mainstream American advertising. In your view, how does one measure the impact of these changes on the broader societal perceptions of African Americans?"

JPC: Well, first the impact is undeniable. It’s hard to remember today, but there was a time at which Black people were almost completely absent from network television commercials. Burrell’s effective work with major TV advertisers like McDonald’s, Coca-Cola, Procter & Gamble, and Toyota helped to change that. These images of Black life, history, and culture helped to normalize the image of African Americans in advertising and the broader society.

I think you measure that impact by how the Burrell approach, the “Positive Realism” was mimicked by other agencies as well as other content producers. Once they saw the economic impact of the Burrell style and sound as well as the consumer response they had few excuses left not to try something similar.

What is your greatest hope in terms of what readers of your book will walk away with? 

JPC: First, that they recognize the magnitude of Burrell’s contributions to the advertising industry. His agency was responsible for providing access to the industry for folks who might not have otherwise found their place. It was a training ground for many folks who later became industry leaders in their own right. Burrell deserves every accolade that he’s received from the industry because of what he overcame and what he contributed to the industry.

Second, I hope readers recognize Burrell’s strategic vision in building the agency. He literally crafted a place for his agency where nothing like it had existed before (with all respect to his forebearers in the industry). Doing so took a careful vision that Black folks often don’t receive enough credit for, for our ability to think our way through a business challenge. 

Burrell built an agency that has lasted for over 50 years. Plus, after he retired, it successfully passed through two additional ownership groups and continued to thrive. That’s something that few agencies can say and I hope readers recognize Burrell’s strategy and tactics that enabled that to happen.

Finally, I hope this look into the contributions of a Black titan in the advertising business encourages them to want to know more about the contributions of Black folks to this industry.

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