CHICAGO-Quaker Oats Co. here has opened a review for an African American specialty shop. The review follows the resignation of Burrell Communications, which won a competition for The Kellogg Co.’s minority advertising account.
Burrell, based in Chicago, followed the money: The Kellogg account promises across-the-board creative opportunities; the Quaker Oats business, on the other hand, consisted primarily of work involving public and community relations, a Burrell representative said.
A Quaker representative said the company expects to have a new agency in place by October to continue work on “ethnic marketing and community outreach initiatives.”
Among programs previously handled by Burrell were Quaker’s sponsorship of the Voices of Tomorrow Youth Gospel Choir competition and the leadership awards of the National Council for Negro Women.
Quaker’s ethnic shop also works with the Aunt Jemima brand, the representative said.
Vince Cullers Advertising in Chicago was Kellogg’s previous African American specialty shop. The formation earlier this year of an ethnic marketing group at the Battle Creek, Mich.-based cereal maker prompted a review. In addition to Burrell, review participants included Cullers and E. Morris Communications in Chicago; Uniworld Group in New York; and Carol H. Williams Advertising in Oakland, Calif., according to sources.
Tammy Smalls, director of ethnic marketing at Kellogg, will oversee a complete complement of broadcast, print, radio, public relations and event marketing work with Burrell, company representative Karen Kafer said.
Leo Burnett in Chicago and J. Walter Thompson in New York are Kellogg’s primary agencies.
Burrell made a similar client switch last year when it resigned its Kmart business to take on the ethnic specialty account of Sears, Roebuck & Co.
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