Fay Ferguson, left, and McGhee Williams Osse, co-CEOS of Burrell Communications. (Photo/Burrell Communications)

Looking to shore up support among African-American voters, the Hillary Clinton campaign recently hired Burrell Communications, a Black-owned marketing firm, according to NBC News.

The Chicago- and Los Angeles-based company is owned by veteran advertising and marketing professionals McGhee Williams Osse and Faye Ferguson. The firm will help Clinton’s campaign make further inroads within the Black voting bloc, focusing on their concerns and providing targeted messaging in the lead-up to the 2016 primaries.

Burrell, which recently celebrated its 40th anniversary, has run successful campaigns for clients such as Comcast, General Mills, McDonald’s, Proctor and Gamble and Toyota.

“We choose to be an agency that specializes in the African-American market,” Burrell’s website states. “This is our DNA – our passion. We believe we are part of something unique, exceptional, honest, and bold; and we believe that we are responsible to the community to whom we speak – the African-American community; our community.”

Many of the presidential candidates have been tussling to secure the Black vote, which is considered one of the most loyal Democratic constituencies.

Clinton, for example, has made issues such as addressing racism and criminal justice reform central themes of her campaign. And she has touted the support of Black figures such as the Rev. Jesse Jackson.

According to a Wall Street Journal/NBC News polling analysis, Black voters are expected to account for about 20 percent of the Democratic primary electorate in 2016. And their role is even more critical in South Carolina, which has an early primary and where African Americans comprise about half the Democratic primary electorate.

According to an August Gallup poll, Clinton has a commanding lead among Black voters, enjoying an 80 percent favorability rating compared to Sen. Bernie Sanders’ 23 percent and Martin O’Malley’s 17 percent.

In September, the AFRO reported on a study showing African Americans favored party over race, meaning they were unlikely to support Black Republican candidates. However, the AFRO later reported that another national poll shows that in a possible final showdown between Clinton and Republican candidate Dr. Ben Carson—who is Black—Carson would prevail, partly with the help of Black voters.