Celebrating Black Marketers Who Changed the Industry

For Black History Month

Black History Month is a time to celebrate the achievements and contributions of Black communities across all sectors from science and politics to culture and business. Black marketers, strategists, and entrepreneurs have played a crucial role in shaping advertising, branding, and consumer culture as we know it today. Their influence spans from creating iconic campaigns to opening the doors for diverse representation in media.

In this article, we celebrate some of the most notable Black figures in marketing and advertising past and present and explore what we can learn from their work.

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Tom Burrell: The Father of Black Advertising

It’s impossible to talk about Black history in advertising without mentioning Tom Burrell.

In the late 1960s, Burrell broke into the American advertising industry at a time when Black audiences were largely ignored, or worse, misrepresented. He famously coined the phrase:

“Black people are not dark-skinned white people.”

His insight was simple but poignant: marketing had to speak authentically to Black audiences, rather than repackaging the same message for a white mainstream.

Burrell went on to found Burrell Communications Group in Chicago in 1971, one of the first Black-owned advertising agencies in the US. His campaigns for Coca-Cola, McDonald’s, and Procter & Gamble not only resonated with Black consumers but also influenced mainstream advertising by demonstrating the commercial and cultural power of diverse representation.

Lesson for marketers: Authenticity and cultural nuance aren’t optional extras they’re the foundation of meaningful engagement.

Barbara Gardner Proctor: Trailblazing Agency Founder

In 1970, Barbara Gardner Proctor became the first African American woman to own an advertising agency in the United States: Proctor & Gardner Advertising.

Her path to advertising was unconventional. She began her career in the music industry, working at Vee-Jay Records, where she was instrumental in bringing The Beatles’ music to America before they signed with Capitol Records. Her instinct for cultural trends translated perfectly into marketing.

At Proctor & Gardner, she specialised in campaigns that recognised Black consumers as sophisticated and aspirational, challenging the stereotypes that dominated much of Madison Avenue’s work at the time. By the 1980s, her agency was generating tens of millions in annual billings.

Lesson for marketers: Challenging stereotypes in advertising doesn’t just advance social progress, it also opens up untapped markets and drives growth.

Byron Lewis: The “Godfather of Multicultural Marketing”

Byron Lewis founded UniWorld Group in 1969, an agency that became synonymous with multicultural marketing in America.

He recognised early on that diverse communities were not niche markets but vital consumer bases that brands were failing to reach. Under his leadership, UniWorld worked with clients like AT&T, Ford, and Burger King, creating campaigns that celebrated diversity rather than sidelining it.

Lewis was also a cultural entrepreneur. He co-created the American Black Film Festival and supported initiatives that gave Black creatives a platform in advertising, film, and media.

Lesson for marketers: Inclusion isn’t about token gestures; it’s about recognising diverse audiences as central to a brand’s long-term success.

Trevor Robinson OBE: Creative Force Behind “You’ve Been Tango’d”

Closer to home, the UK has its own trailblazers. Trevor Robinson OBE is one of the most respected Black creatives in British advertising.

In the early 1990s, Robinson created the legendary “You’ve Been Tango’d” campaign for Tango soft drinks, a campaign that became part of British pop culture and is still cited as one of the most memorable adverts of all time.

In 1995, he founded his own agency, Quiet Storm, one of the first agencies in the UK to be both Black-owned and creative-led. Today, Quiet Storm works on high-profile campaigns for brands like Haribo, Moonpig, and The Co-op, while Robinson himself has been recognised for his efforts to improve diversity in the creative industries.

Lesson for marketers: Creativity has the power to embed brands into culture — and diverse perspectives bring fresh, unforgettable ideas.

Bozoma Saint John: Marketing’s Global Superstar

If there’s a modern marketer who embodies influence, charisma, and cultural impact, it’s Bozoma “Boz” Saint John.

Saint John has held senior marketing roles at PepsiCo, Beats by Dre, Apple Music, Uber, and Netflix. Known for her bold personality and unapologetic approach, she has championed authentic storytelling and pushed global brands to embrace culture rather than commodify it.

At Beats, she was central to campaigns that linked the brand to hip hop and sports culture, driving its meteoric rise. At Apple, she led the relaunch of Apple Music with campaigns rooted in celebrity culture and authenticity. Her work has consistently blurred the lines between marketing and cultural production.

Lesson for marketers: Don’t shy away from boldness. When a brand tells authentic stories and taps into culture with confidence, it commands attention.

Other Notable Names to Know

  • Carol H. Williams: The first Black female creative director at Leo Burnett, later founding her own agency, Carol H. Williams Advertising. Known for campaigns with General Motors, Kraft, and the US Army.

  • Troy Ruhanen: A leading figure in global advertising, serving as CEO of TBWA Worldwide, one of the industry’s biggest networks.

  • Esi Eggleston Bracey: Chief Growth and Marketing Officer at Unilever, driving inclusivity and sustainability across global brands.

Why Highlighting Black Marketers Matters

Why does it matter to shine a light on these figures during Black History Month?

Because marketing is about more than selling products, it’s about shaping culture. The contributions of Black marketers show how cultural understanding, authenticity, and creativity can transform not just brands but entire industries.

For too long, the marketing histories we teach in universities or reference in boardrooms have overlooked these stories. By celebrating them, we expand the narrative of what great marketing looks like, and who gets credit for it.

Final Thoughts

The stories of Tom Burrell, Barbara Gardner Proctor, Byron Lewis, Trevor Robinson, Bozoma Saint John, and many others are more than history lessons. They’re reminders of what marketing can achieve when it listens, includes, and innovates.

For marketers today, their legacies offer two key takeaways:

  1. Representation is not a side project, it’s core to effective marketing.

  2. Creativity thrives when diverse voices are given space to lead.

This Black History Month, let’s not only celebrate these trailblazers but also ask ourselves: how can we ensure the next generation of Black marketers has the visibility, opportunity, and support to shape the industry’s future?

TL;DR

  • Black History Month is the perfect time to celebrate notable Black marketers who have shaped the industry.

  • Tom Burrell pioneered culturally authentic advertising.

  • Barbara Gardner Proctor broke barriers as the first Black woman to own an ad agency.

  • Byron Lewis built UniWorld Group and championed multicultural marketing.

  • Trevor Robinson OBE brought unforgettable campaigns like “You’ve Been Tango’d” to British advertising.

  • Bozoma Saint John continues to redefine global marketing with bold, culture-led storytelling.

  • Their legacies remind us that marketing is at its best when it is inclusive, authentic, and creative.