Burrell Communications Group, one of the world’s most highly regarded multicultural advertising agencies, has announced the acquisition of Atlanta, Georgia-based Fitzco, a 42 year-old full-service marketing agency. Effective immediately, the move signals Burrell’s first building block in its plan to create BCG Worldwide, the first Black-owned agency network.
Founded in 1983 by Dave Fitzgerald, Fitzco is a mid-sized independent agency specializing in strategy, creative, media planning, buying, measurement and analytics, which deepens the talent, capabilities and resources already at Burrell. Fitzco’s client roster includes such brands as Waymo, Southern Company, Sylvania, Optum and Home Instead among several others.
Fitzgerald sold the agency to IPG in 1998 after marking 15 years in business, and it became a part of the McCann network of agencies. In 2020, however, he came out of retirement and repurchased it. Fitzgerald now becomes interim CEO, and its roughly 100 staff are being retained. Fitzco enjoys a 75 percent new business win rate and was named Small Agency of the Year by AdAge in 2022. Burrell CEO Tara DeVeaux is energized by the timely acquisition, and actively looks forward to the prospect of strategically teaming the two award-winning shops.
“The purchase of Fitzco marks a new chapter for Burrell Communications Group,” states DeVeaux. “It not only gives us heightened visibility and much-needed presence in the south, but also deepens our expertise and supercharges our agency’s offerings with some of the best and most brilliant minds in media measurement, strategy, analytics and creative.” she added.
“The agencies will continue to operate as separate entities, leaning into their individual strengths while sharing learnings, best practices and joining forces to better serve our clients whenever appropriate. I’m beyond pleased this all came together so seamlessly. And it’s just the beginning.”
“The acquisition of Fitzco allows us to continue to build upon the capabilities and experience of Burrell,” said Marques Martin, partner, FVLCRUM Funds. “We have been very impressed with the team at Fitzco, and believe that the combination of the two companies will accelerate the growth of the BCG Worldwide platform.” Burrell was acquired in 2023 by an equity consortium led by FVLCRUM Funds, a minority-owned private equity firm based in Bethesda, Maryland, and noted Los Angeles corporate attorney Channing Johnson.
“I’m delighted to leave my legacy in the hands of the talented Fitzco and Burrell Communications leadership team,” stated Fitzgerald. “And, I look forward to witnessing how the synergies between the two companies reveal themselves in explosive growth.”
“This acquisition is an historic effort to create what we believe will be the new multiculturalism in the advertising space,” added Channing Johnson, chairman.