Burrell, a $90 million agency targeting African-Americans, could make further acquisitions as it seeks to broaden services, said agency founder and Chairman-CEO Thomas Burrell..
DFA, a $25 million shop founded nine years ago, creates direct response TV and direct mail. Clients include Citicorp/Citibank, Dow Jones & Co. and the American Association of Retired Persons.
Mr. Burrell and DFA founder and President Ed Forti said they believe direct response is an underdeveloped medium in the African-American market. The two agencies first worked together this year when Burrell client Nynex Corp. required a direct response TV campaign that DFA helped design.
The New York office will house two wings: Burrell Direct and Burrell/DFA Advertising. The traditional advertising arm will serve Burrell's East Coast clients and will be used to pursue additional ad accounts, challenging New York's dominant African-American agency, the $104 million UniWorld Group.M