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:200+

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 in 1988, 1990, 1994, and 2002.[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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