Burrell to Market Allstate to Blacks

CHICAGO Allstate has tapped Burrell Communications to handle marketing and advertising for the African-American market after a review, according to the company.

The Chicago-based shop will help the Northbrook, Ill., insurance company increase its brand preference among African Americans in the category. Contenders for the business were not disclosed.

“We’re pleased that Allstate recognized the great work we’ve done for our clients, and we’re looking forward to creating effective, culturally relevant campaigns for the company,” Fay Ferguson, co-CEO of Burrell, said in a statement.

Last year, Allstate broke an African-American targeted extension of its “Our stand” campaign featuring actor Dennis Haysbert. Independent agency Carol H. Williams in Chicago created those ads, in conjunction with Allstate’s general-market agency, Publicis Groupe’s Leo Burnett in Chicago, according to an Allstate representative.

Allstate’s spending for the African-American market could not be determined. The company spent more than $100 million on all advertising through May of this year, according to Nielsen Monitor-Plus.