Burrell Communications Expands Horizons with Fitzco Acquisition, Building BCG Worldwide

Burrell Communications Group Acquires Fitzco

In an exciting development for the advertising industry, Burrell Communications Group, a prominent multicultural advertising agency, has made headlines with its recent acquisition of the Atlanta-based Fitzco, a full-service marketing agency. This merger, finalized on April 23, 2025, represents not just a significant corporate move, but a bold step toward creating BCG Worldwide, which aims to be the first Black-owned agency network in the United States.

Founded in 1983, Fitzco has established itself as an independent agency renowned for its strategic, creative, media planning, and analytics expertise. Its impressive portfolio includes high-profile clients like Waymo, Southern Company, and Optum, making it a compelling addition to Burrell’s offerings. The acquisition becomes effective immediately, with the intention to enhance Burrell's market presence, especially in the Southern U.S.

Burrell CEO Tara DeVeaux expressed enthusiasm about this strategic maneuver, emphasizing how it not only elevates Burrell's visibility but also enriches the agency's capabilities with Fitzco's expert team. DeVeaux believes that the synergy between the two agencies will unlock new opportunities for innovation in media and advertising, ultimately improving client service.

While operational aspects will remain separate for both firms initially, the combined resources and knowledge symbolize a powerful new shift in the advertising landscape. This structure encourages collaboration while allowing each agency to maintain its unique identity and strengths. As DeVeaux articulated, “This acquisition allows us to deepen our expertise, enhance our offerings, and maximize opportunities as we serve our clients.”

The Fitzco agency, which was initially founded by Dave Fitzgerald, has a rich history in the advertising world. After a successful tenure, Fitzgerald sold Fitzco to IPG in 1998 but later made a comeback by repurchasing the agency in 2020. With his return to leadership, Fitzgerald will assume the role of interim CEO, guaranteeing continuity for Fitzco's dedicated workforce, which comprises approximately 100 staff members. The agency has earned accolades including a Small Agency of the Year award by AdAge in 2022, showcasing its strong performance in the competitive industry.

The acquisition is part of a broader vision spearheaded by Burrell's leadership and an investment consortium led by FVLCRUM Funds, a private equity firm committed to fostering sustainability and opportunity in underserved communities. This historical moment in advertising is not only significant for Burrell and Fitzco but has the potential to reshape the multicultural advertising landscape in the United States.

As this vibrant alliance unfolds, industry observers are eager to witness the innovative campaigns and initiatives that may arise from the collaboration of these two celebrated advertising establishments. In a rapidly changing marketplace where inclusivity and diversity are increasingly paramount, the formation of BCG Worldwide could well be a gamechanger in establishing a truly multicultural approach to advertising in the country.

As Fitzgerald enthusiastically shared, “I’m thrilled to pass on my legacy to the talented leadership at Fitzco and Burrell. The possibilities that lie ahead are nothing short of explosive.” DeVeaux echoes this sentiment, emphasizing that this achievement marks just the beginning for Burrell Communications Group. With the acquisition of Fitzco, Burrell stands poised to reshape its destiny and advance the cause of representation in the advertising industry.

In conclusion, the merging of these two dynamic agencies embodies a step forward in creating an innovative, culturally resonant platform for clients and an enduring legacy of diversity in the advertising realm—one which they anticipate will be rich with potential and success in the years to come.