The Richards Group Explained

Trading Name:TRG
Type:Private
Foundation:1976
Founder:Stan Richards
Location City:Dallas, Texas
Location Country:United States
Industry:Advertising
Num Employees:300+

The Richards Group, now known as TRG, is an advertising agency in Dallas, Texas. The company was recognized as an Adweek Agency of the Year late last century.[1] TRG’s “We’ll leave the light on for you” radio campaign for Motel 6 was named one of the “Top 100 Ad Campaigns in American History” by Ad Age magazine before the agency lost the business due to a racism scandal.[2] Its “Farmer” TV ad for Ram Trucks was one of the highest-scoring Super Bowl spots in USA Today’s 2013 “Ad Meter” ranking. The Chick-fil-A cows created by TRG were inducted into the Madison Avenue Advertising Walk of Fame in 2007.[3]

In October 2020, following racist comments made by the agency's founder, Stan Richards, the company lost two of its longtime clients, Motel 6 (34 years) and Home Depot[4] (25 years); other clients also decided to leave the firm, including Keurig Dr Pepper,[5] the brewers of Shiner Bock beer[6] and grocery chain H-E-B.[7] Richards (who had recently delegated most day-to-day management of the firm to his senior creative directors as part of a previously announced succession plan[8]) resigned from the firm soon thereafter.[9] [10]

The agency handled advertising, public relations, and promotions for clients, in addition to sports/entertainment marketing for colleges and universities.[11]

In 2022, the agency changed its name to TRG in an attempt to distance itself from Stan Richards, and to signal a change in direction.[12] The agency moved after Stan Richards and Scot Dykema, the manager of a partnership called SBR Holdings, which owned the building, sold it to a group of commercial real estate investors.[13]

History

In 1953, Stan Richards began doing freelance design work in Dallas.[14]

The company became a full-service advertising agency in 1976[15] and in 1986, Motel 6 was signed as a client.[16]

In 2016, The Richards Group took AOR (agency of record) for Blue Bell Creameries.[17] In 2018, Dish Network selected The Richards Group as its creative agency of record.[18]

In 2020, The Richards Group and Motel 6 ended their relationship over racist remarks by the agency founder.[19] [20] Home Depot also dropped The Richards Group following the founder's racist remarks.[21] [22] Several other clients left The Richards Group after the racist comments.[23] [24] [25]

In 2020, Stan Richards resigned from The Richards Group[26] and Glenn Dady took over as the CEO.[27] TRG projected an ad for Choctaw Casinos onto the Leaning Tower of Dallas.[28]

In 2021, TRG hired Sue Batterton as the first Chief Creative Officer[29] and Nikki Wilson as Chief Talent and Cultural Officer.[30]

In 2022, The Richards Group rebranded to TRG[31] relocated its headquarters from Uptown to The Stack, Hines’ office/retail project at 2700 Commerce in Deep Ellum.[32] TRG hired a new chief financial officer, Michelle Gardner, to oversee the firm’s accounting team[33] and worked with actor Ken Jeong to create a campaign for Thermacare.[34]

In 2023, TRG created new spots for Dave’s Killer Bread, supporting second chance for incarcerated employees,[35] and for Choctaw Casinos featuring former Dallas sports stars. [36]

Notes and References

  1. Web site: Charski . Mindy . Southwest Agency of the Year 2002: The Richards Group . Adweek . 20 January 2003 . 2024-01-19.
  2. Web site: AD AGE ADVERTISING CENTURY: TOP 100 CAMPAIGNS . Ad Age . AdAge . 2024-01-19.
  3. Web site: Madison Avenue Walk of Fame Icon Winners - 2007 . Pop Icon . 12 July 2018 . 2024-01-19.
  4. Web site: 2020-10-14 . Home Depot breaks with Richards Group following founder's racist remarks . 2023-01-13 . Ad Age . en.
  5. Web site: Smiley. Minda. October 15, 2020. Keurig Dr Pepper and H-E-B Cut Ties With The Richards Group. 2021-10-08. Adweek. en-US.
  6. Web site: Santana. Steven. October 22, 2020. Shiner Bock brewer fires Richards Group as fallout continues over racist remarks. 2021-10-08. Dallas Business Journal.
  7. Web site: Parton. Mitchell. October 16, 2020. H-E-B cuts ties with advertising firm after founder's racist remarks. 2021-10-08. San Antonio Business Journal.
  8. Web site: Ayers. Rebecca. December 23, 2019. The Richards Group founder shares succession plan. 2021-10-08. Dallas Business Journal.
  9. Web site: Hunter. Glenn. 2020-10-16. After Offensive Comments, Stan Richards Leaves His Dallas Ad Agency. 2021-10-08. Texas Monthly. en.
  10. Web site: DiFurio. Dom. 2020-10-15. 'I am firing myself': Stan Richards exits namesake Dallas advertising firm over 'too Black' remarks. 2021-10-08. The Dallas Morning News. en.
  11. Web site: 2017-05-04 . Chick-fil-A cows, Motel 6's Tom Bodett lift Dallas' Stan Richards to ad hall of fame . 2023-11-27 . Dallas News . en.
  12. Web site: Bonilla . Brian . January 13, 2022 . THE RICHARDS GROUP IS CHANGING ITS NAME TO TRG, DISTANCING ITSELF FROM FOUNDER STAN RICHARDS .
  13. Web site: 2022-01-06 . Richards Group's Uptown Dallas tower is sold . 2024-01-09 . Dallas News . en.
  14. News: Dougherty . Philip H. . 1981-04-27 . Advertising; Creativity Is a Force At Richards . 2024-01-05 . The New York Times . en-US . 0362-4331.
  15. Web site: The Richards Group, Inc. Encyclopedia.com . 2024-01-05 . www.encyclopedia.com.
  16. Web site: Center . Franchisee Resource . We'll Leave the Light On For You: Motel 6's Advertising Success . 2024-01-05 . Franchisee Resource Center.
  17. Web site: Oster. Erik. Richards/Carlberg Wins AOR Duties for Blue Bell Creameries. Agency Spy. 10 August 2016 . 13 April 2018. 6.
  18. Web site: Dish Network Taps Richards Group as New Creative Ad Agency. MultiChannel News. 6 April 2018.
  19. Web site: Gibson . Kate . 2020-10-15 . Motel 6, Home Depot drop ad agency over "too Black" comment - CBS News . 2024-01-05 . www.cbsnews.com . en-US.
  20. Web site: 2020-10-15 . Motel 6 drops ad agency after founder said pitch was 'too Black' . 2024-01-05 . The Independent . en.
  21. News: Hsu . Tiffany . 2020-10-14 . Motel 6 and Home Depot Drop Ad Agency After Its Founder Calls Ad 'Too Black' . 2024-01-05 . The New York Times . en-US . 0362-4331.
  22. Web site: Blakey • • . Katy . 2020-10-14 . Motel 6, Home Depot Fire Dallas Ad Agency Over Founder's Racially Insensitive Remarks . 2024-01-05 . NBC 5 Dallas-Fort Worth . en-US.
  23. Web site: Dunphy . Mark . 2020-10-16 . H-E-B cuts ties with ad firm after founder's racist remarks . 2024-01-05 . Chron . en.
  24. Web site: Roth • • . Brian . 2020-10-21 . Shiner Bock Brewery Fires Richards Group Over Remarks by Dallas Agency's Founder . 2024-01-09 . NBC 5 Dallas-Fort Worth . en-US.
  25. Web site: Hunter . Glenn . 2020-10-16 . After Offensive Comments, Stan Richards Leaves His Dallas Ad Agency . 2024-01-09 . Texas Monthly . en.
  26. Web site: 2020-10-15 . Stan Richards steps down from namesake ad agency over 'too Black' remarks . 2024-01-05 . The Seattle Times . en-US.
  27. Web site: 2019-12-13 . Richards Group founder Stan Richards names advertising agency's Glenn Dady his successor . 2024-01-05 . Dallas News . en.
  28. News: Nudd . Tim . A Casino Put a Hilarious Rogue Ad on the 'Leaning Tower of Dallas' . Muse.
  29. News: Bonilla . Brian . RICHARDS GROUP NAMES 10-YEAR ALUM SUE BATTERTON AS ITS FIRST CHIEF CREATIVE OFFICER . 2024-01-17 . Ad Age . 2021-07-07.
  30. Web site: 2021-04-28 . The Richards Group Hires Chief Talent and Cultural Officer . 2024-01-17 . Ad Age . en.
  31. Web site: 2022-02-22 . Richards Group public relations vets split from company, launch new firm Genuine Article . 2024-01-05 . Dallas News . en.
  32. Web site: Bell . James . 2022-12-28 . Have a Look at the Biggest Dallas-Area Office Leases of 2022 . 2024-01-05 . The Real Deal . en.
  33. Web site: 2022-03-09 . TRG appoints a woman as CFO as it works to make leadership team more diverse . 2024-01-05 . Dallas News . en.
  34. News: Stanley . TL . Ken Jeong Tickles the Funny Bone in New Campaign for ThermaCare. . 2024-01-19 . AdWeek . 2022-09-22.
  35. News: Nudd . Tim . Dave's Killer Bread Supports Second-chance Employment IN Ads With Employees Who Were Once Incarcerated . 2024-01-17 . Ad Age . 2023-09-18.
  36. Web site: TRG's Creates New Choctaw Casinos & Resorts Spot 'Where the Players Play' Stars Aikman, Pudge and Woodson – AdChat™ DFW . 2023-12-18 . adchatdfw.com.

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