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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 17 - Index

Longstanding Client Relationships
Compiled by Amy Wilschke
In the revolving door of the advertising world, it’s not uncommon for creatives, producers and account executives to
move from agency to agency, oftentimes within the same year. What’s important is that the fundamental goals and
foundational business structure of the agency remain solid so that top clients bring their business back year after year. In
this issue, SCREEN spoke to a few agencies about some of their longstanding client relationships, the highlights that came
about from the merging of minds and how they see these relationships progressing in the future.
Burrell Communications/Chicago
McDonald’-Since 1971
Procter & Gamble-Since 1984
SCREEN: How did Burrell acquire these clients and how did
the relationships get started?
Fay Ferguson/Co-CEO: McDonald’s was one of the agency’s
first clients, and it came about through a relationship
with some of the African-American operators as well as
McDonald’s corporate. It was during a time when there
wasn’t any black advertising on television, or hardly any
place for that matter. They weren’t just a first client, they
were a national client, so it was a huge deal. When you
think back to the ’70s, this was new territory and it’s one I
think in which this agency really made its mark.
On the Procter & Gamble front, I was actually recruited to
work on the business on 1984, and that was the agency’s first
of what I’ll call “classical marketing” client, and our initial
assignment was on Crest toothpaste. It then expanded to
Tide, and today we have about 11 brands out of the Procter
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franchise. So that’s been a very gratifying relationship as
well.
One other thing I can say about Procter – my brand
manager was Rob Steele, and AG Lafley was the marketing
director so I was in very good company (both are now at
the top of the P&G heirarchy).
SCREEN: What are some of the highlights or major
accomplishments that have come from these
relationships?
FF: We’ve expanded our role within McDonald’s from what
I’ll call “standard menu items” to virtually being involved in
every facet of their business. Its one where we not only do
advertising but we do PR, we do engagement activities,
online – I mean we really do cover the entire spectrum from
within McDonald’s.
McDonald’s has truly been singled out by most client-side
marketers in terms of specifically the African-American
marketing that we do as really being a gold standard, and
the marquee program there, of course,
being the “365 Black” program. We
also do non-African-American work for
McDonald’s, and that, too, has been
something that has kind of helped put
the agency on the map, so it really
boils down to being a partner with the
client and knowing their business. It’s
been a very gratifying relationship.
On the Procter & Gamble side, that
relationship, too, has grown over the
years, like I said from Crest toothpaste
to now just a pelthora of brands –
Crest, Tide, Bounty, Tampax, Love’s, My
Black is Beautiful and on and on. Both
of these clients have demonstrated a
commitment to targeted marketing,
which is great, so they do African-
American marketing, Hispanic
marketing and Asian marketing in
addition to mainstream general
marketing. They truly are commited
to reaching out to all of America and I
think that’s a great thing.
SCREEN: How do you envision these
relationships developing in the future?
FF: We’re really growing in the digital
arena. One client where we have done
a tremendous amount in the digital