Burrell Communications/Chicago is forming a new agency subsidiary called Threshold Nation, which will focus on multi-ethnic urban male consumers age 18 to 34. Per Burrell, there are approximately 35.5 million males in the agency's target demo, and they have a combined buying power totaling close to $31.5 billion. The agency will seek clients in the apparel, electronics, spirits and grooming categories. "The launch of Threshold Nation is groundbreaking because this is the first agency ever that focuses specifically on this elusive segment who are today's influencers," said McGhee Williams Osse, Burrell's co-CEO.
Julian Jones will head up the creative department for Threshold Nation. Craig E. Stroud II and Asha Dickens will lead account management, and Emanuel Basnight and Myia Driscoll will be in charge of account planning. "More than just marketers, this dynamic team lives the Threshold Nation lifestyle and understands the importance of approaching the target ina way that is not only authentic but also attractive for brands to support," said Fay Ferguson, Burrell's co-CEO.