For decades, the advertising industry was synonymous with the slick, sophisticated world of "Mad Men"—a world dominated by tailored suits, big egos, and innovative campaigns. Madison Avenue defined the golden age of advertising, but Black creatives and consumers were rarely included.
That began to change in the mid-20th century when Black men and women broke barriers, challenged stereotypes, and reshaped the industry. These pioneers pushed for authentic representation but also revolutionized marketing strategies, proving that diversity wasn’t just good ethics—it was good business.
As we celebrate Black History Month, let’s recognize five trailblazing Black advertising creatives whose influence still resonates today.
Vincent T. Cullers (b. 1924 – d. October 4, 2003)
Vincent T. Cullers was a designer, advertising professional, and civil rights activist who saw advertising as a means to influence social change and uplift Black culture.
In 1956, he founded Vince Cullers Advertising, one of the first agencies dedicated to Black consumers. With the help of his wife Marian, Cullers secured contracts with major brands such as Lorillard Tobacco Company. He created their campaign featuring a Black man in traditional dashiki attire—an advertisement first.
He also developed the iconic Afro-Sheen campaign for Johnson Products Company, coining the slogan "Wantu Wazuri (Beautiful people).”
Cullers' agency went on to work with major clients like Pizza Hut, Sears, and Kellogg's and produced media like "Soul Train TV" and "Lu's Notebook."
By the early 1990s, his agency had grown to generate $20 million in annual revenue, proving the power of marketing tailored specifically for Black consumers.
Byron Lewis (b. December 25, 1931)
In 1969, Byron Lewis founded UniWorld Group (UWG), one of the largest and longest-running Black-owned advertising agencies in the world. Known for its deep cultural insights and commitment to authentic Black representation, UWG helped major brands recognize the power of Black consumers. Lewis worked with companies like Avon, Mars Candy, and Coca-Cola, encouraging them to engage with Black audiences in a meaningful way.
Lewis' campaigns showcased a diverse cross-section of African Americans in real-life situations, avoiding outdated stereotypes. His work included the groundbreaking "Diapers" ad for Lincoln Navigator, which acknowledged the urban Black middle class.
He also led Budweiser’s "Great Kings and Queens of Africa" campaign, celebrating Black history and culture while influencing corporate responsibility and multicultural marketing.
In a 2022 interview, Lewis reflected, “What I found was major corporations, and most white people, had never thought of Blacks as consumers.”
His agency helped redefine advertising by broadening brand appeal through inclusive storytelling.
Barbara Gardner Proctor (b. November 30, 1932 – d. December 19, 2018)
Barbara Gardner Proctor made history as the first African American woman to own and operate an advertising agency. In 1970, she founded Proctor and Gardner Advertising, Inc. in Chicago. Her client list included national brands such as Sears and Kraft Foods as well as local favorites WBBM and the Jewel supermarket chain.
Her work focused on empowering Black consumers and creating opportunities for minority voices in advertising.
She was named Advertising Person of the Year in 1976, cementing her legacy as a trailblazer in the field.
Tom Burrell (b. March 13, 1939)
A visionary in culturally specific marketing, Tom Burrell was the first Black person to work in a Chicago advertising agency. He famously stated, “Black people are not a monolith,” challenging the industry's tendency to treat all consumers the same. Recognizing that "Black people are not dark-skinned white people," he championed marketing strategies that acknowledged Black consumers’ unique preferences, experiences, and values.
In 1971, Burrell founded Burrell Communications, which became one of the most influential Black-owned agencies in history. His campaigns for McDonald's revolutionized how fast-food brands connected with Black audiences, emphasizing themes of community, family, and cultural pride.
His work with Coca-Cola also transformed how the brand engaged with Black consumers, using positive and authentic portrayals of Black life. Burrell’s groundbreaking efforts earned him numerous accolades and helped reshape advertising into a more inclusive industry.
Caroline Robinson Jones (b. February 15, 1942 – d. June 28, 2001)
In the early 1960s, Caroline Robinson Jones became the first African American copywriter at J. Walter Thompson. She left in 1968 to join Zebra Associates, one of the first Black-owned ad agencies.
She later co-founded Mingo-Jones and established Caroline Jones Advertising, leading campaigns for national brands.
Jones developed groundbreaking marketing strategies for companies like Campbell Soup Company, where she advocated for emotionally resonant advertising rather than product-focused messaging. Her ads featured Black families enjoying Campbell’s soup in everyday life. The campaign was so successful that Campbell adapted it for national use—though controversially replacing Black figures with white ones.
In 1979, Jones’ agency created the now-famous slogan "We Do Chicken Right!" for Kentucky Fried Chicken (KFC), targeting Black consumers in New York. The campaign was so effective that it was later adopted nationally, proving the power of culturally specific marketing.
Jones was also a strong advocate for the inclusion of Black professionals in advertising, working tirelessly to break down racial barriers in the industry.
Black Creatives: The Power of Representation in Advertising
These advertising pioneers fundamentally transformed the marketing landscape, demonstrating the critical importance of diverse voices in the industry. Their work showed how authentic representation fosters deeper connections between brands and consumers, proving that inclusivity isn't just ethical—it’s also powerful and profitable. As we celebrate Black History Month, we recognize their enduring influence and the paths they paved for future generations in advertising and beyond.
Are there any Black creatives past or present who deserve a spotlight? Let me know in the comments below!
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