Burrell Communications launches Threshold Nation.

Burrell Communications announced the formation of a new agency, Threshold Nation. Working as a subsidiary of Burrell, Threshold Nation is designed to create a deeper, more organic, hands-on dive into the lifestyle of the multiethnic urban male consumer age 18-34. Dedicated to being in lockstep with the target with a focus on gathering specific intelligence celebrating similar psychographics within the entire segment, the new agency will offer corporate clients services that include advertising, account planning, market research consulting, creative support and engagement marketing through strategic non-traditional campaigns.

With a reported 35.5 million ethnically diverse males in the U.S. and a combined buying power totaling close to $31.5 billion, according to the 2007 U.S. Census Bureau report, Threshold Nation will explore this burgeoning lifestyle segment through identifying key insights and creating innovative marketing strategies for brands that fall within the category. Categories with targeted emphasis include but are not limited to apparel, electronics, spirits and grooming.

“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. “Burrell is known as an award-winning expert in understanding the African-American urban consumer, and Threshold Nation will take us to the next level with an invigorating philosophy and new thinking about how the advertising industry views this consumer.”

The core of the Threshold Nation team consists of a cross-disciplinary group of mid-level and senior Burrell employees with a combined plethora of experience in various categories including automotive, spirits, quick service restaurants, pharmaceutical, consumer packaged goods, retail, and others. Team members include: Craig E. Stroud II and Asha Dickens for account management; Emanuel Basnight and Myia Driscoll for account planning, Iman A. Jefferson and Jihan Jefferson for engagement marketing and Julian Jones for creative.

“More than just marketers, this dynamic team lives the TN lifestyle and understands the importance of approaching the target in a way that is not only authentic but also attractive for brands to support,” said Fay Ferguson, Burrell’s Co-CEO.