Black History Month is a time to reflect, celebrate, and learn. It’s an opportunity to recognize the incredible contributions of Black leaders, innovators, and creatives who have shaped our world in powerful ways.
Originally established as week-long event in 1926 by historian Carter G. Woodson, the observance later expanded into a month-long celebration. Woodson—often called the “Father of Black History”—launched this initiative because he saw how mainstream historians erased or minimized Black achievements. He knew that without proper recognition, future generations wouldn’t fully grasp the depth of Black excellence in shaping American history.
Shaping the Industry: Black Pioneers in Marketing & Media
Throughout history, Black creatives have used their voices to craft narratives that inspire, educate, and challenge perceptions. From advertising to photography, these trailblazers set the foundation for modern storytelling, marketing, and media.
Here are a few pioneers whose work changed the game:
Tom Burrell – The Father of Black Advertising
Tom Burrell wasn’t just an ad executive—he was a movement maker. In 1961, he became the first Black person to work in a Chicago advertising agency, and he didn’t stop there. Burrell revolutionized marketing by shifting the way Black consumers were represented in advertising. Instead of reinforcing stereotypes, he worked to celebrate Black culture authentically.
He founded Burrell Communications Group in 1971 and led groundbreaking campaigns that challenged industry norms. His legacy? A marketing world that (slowly but surely) started recognizing the importance of cultural nuance in branding.
Barbara Gardner Proctor – The First Black Woman to Own an Ad Agency
Barbara Gardner Proctor made history in 1970 when she became the first Black woman to own and operate an advertising agency in the U.S. Before launching Proctor & Gardner Advertising, she worked as a copywriter at major firms, where she quickly realized the lack of diverse perspectives in advertising.
At her agency, she focused on socially responsible advertising and worked with major brands like Kraft and the Illinois Lottery, proving that Black consumers were a vital and influential market. Proctor’s success demonstrated the power of Black women in leadership and inspired future generations of Black entrepreneurs in advertising.
Gordon Parks – The Visionary Behind the Lens
A photographer, filmmaker, and storyteller, Gordon Parks captured the realities of Black life in America with stunning, thought-provoking imagery.
As the first African American staff photographer for Life magazine, he documented segregation, poverty, and resilience in ways that made the world stop and take notice. Later, he directed the iconic 1971 film Shaft, breaking barriers in Hollywood and proving that Black-led films could be box-office hits. Parks’ visual storytelling paved the way for generations of Black creatives in media and film.
Moss Kendrix – The PR Genius Who Rewrote the Rules
Moss Kendrix wasn’t just a marketing pro—he was a cultural game changer. In the 1940s, he founded his own PR firm and became a leading advocate for authentic Black representation in advertising. He worked with major brands like Coca-Cola, helping them understand that Black consumers weren’t an afterthought—they were an essential market.
His campaigns moved away from harmful stereotypes, introducing positive, realistic portrayals of Black life in mainstream media. Thanks to Kendrix, corporate America began to see Black consumers as a powerful economic force.
Madam C.J. Walker – A Marketing Maven Before Her Time
Long before influencer marketing was a thing, Madam C.J. Walker was pioneering it. Best known for her beauty empire, she also revolutionized branding and sales strategies.
Walker developed one of the first nationwide networks of female sales agents, empowering Black women to become entrepreneurs. She understood the power of personal branding and community-driven marketing, making her a blueprint for modern-day business leaders.
Moneta Sleet Jr. – Capturing the Heart of a Movement
Moneta Sleet Jr. wasn’t just a photographer—he was a visual historian. His powerful images of the Civil Rights Movement told stories that words couldn’t.
In 1969, he became the first Black man to win a Pulitzer Prize for journalism for his heartbreaking yet dignified portrait of Coretta Scott King at Dr. Martin Luther King Jr.’s funeral. His work captured the strength, struggle, and beauty of Black America, leaving an undeniable mark on history.
Why Representation in Marketing & Storytelling Matters
These pioneers paved the way for today’s creatives, proving that storytelling has the power to shape perceptions, influence culture, and drive change. When diverse voices are amplified, the narratives we see become more reflective of the world around us.
In today’s business world, Black entrepreneurs and creators continue to lead the way in innovation, culture, and economic growth. Organizations like Initiative for a Competitive Inner City and Goldman Sachs’ Black in Business provide funding, mentorship, and resources to help Black-owned businesses thrive.
