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The Richards Group

Summary

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The Richards Group, now known as TRG, is an advertising agency in Dallas, Texas. The company has been recognized as an Adweek Agency of the Year.[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.[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]

The Richards Group
TRG
Company typePrivate
IndustryAdvertising
Founded1976
FounderStan Richards
Headquarters
Dallas, Texas
,
United States
Number of employees
300+
Websitetrg.agency

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]

Based in Dallas, Texas,[11] The Richards Group reported annual billings above $1 billion. Memorable work includes the Chick-fil-A Cows ("Eat Mor Chikin"),[12] and the Motel 6 campaign featuring Tom Bodett.

The agency handled advertising, public relations, and promotions for clients, in addition to sports/entertainment marketing for colleges and universities.[13]

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.[14] 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.[15]

History edit

In 1953, Stan Richards began doing freelance design work in Dallas.[16]

The company became a full-service advertising agency in 1976[17] and in 1986, Motel 6 was signed as a client.[18]

In 2016, The Richards Group took AOR (agency of record) for Blue Bell Creameries.[19] In 2018, Dish Network selected The Richards Group as its creative agency of record.[20]

In 2020, The Richards Group and Motel 6 ended their relationship over racist remarks by the agency founder.[21][22] Home Depot also dropped The Richards Group following the founder's racist remarks.[23][24] Several other clients left The Richards Group after the racist comments.[25][26][27]

In 2020, Stan Richards resigned from The Richards Group[10][28] and Glenn Dady took over as the CEO.[29] TRG projected an ad for Choctaw Casinos onto the Leaning Tower of Dallas.[30]

In 2021, TRG hired Sue Batterton as the first Chief Creative Officer[31] and Nikki Wilson as Chief Talent and Cultural Officer.[32]

In 2022, The Richards Group rebranded to TRG[33] relocated its headquarters from Uptown to The Stack, Hines’ office/retail project at 2700 Commerce in Deep Ellum.[34] TRG hired a new chief financial officer, Michelle Gardner, to oversee the firm’s accounting team[35] and worked with actor Ken Jeong to create a campaign for Thermacare.[36]

In 2023, TRG created new spots for Dave’s Killer Bread, supporting second chance for incarcerated employees,[37] and for Choctaw Casinos featuring former Dallas sports stars. [38]

References edit

  1. ^ Charski, Mindy (20 January 2003). "Southwest Agency of the Year 2002: The Richards Group". Adweek. Retrieved 2024-01-19.
  2. ^ "AD AGE ADVERTISING CENTURY: TOP 100 CAMPAIGNS". Ad Age. AdAge. Retrieved 2024-01-19.
  3. ^ "Madison Avenue Walk of Fame Icon Winners - 2007". Pop Icon. 12 July 2018. Retrieved 2024-01-19.
  4. ^ "Home Depot breaks with Richards Group following founder's racist remarks". Ad Age. 2020-10-14. Retrieved 2023-01-13.
  5. ^ Smiley, Minda (October 15, 2020). "Keurig Dr Pepper and H-E-B Cut Ties With The Richards Group". Adweek. Retrieved 2021-10-08.
  6. ^ Santana, Steven (October 22, 2020). "Shiner Bock brewer fires Richards Group as fallout continues over racist remarks". Dallas Business Journal. Retrieved 2021-10-08.
  7. ^ Parton, Mitchell (October 16, 2020). "H-E-B cuts ties with advertising firm after founder's racist remarks". San Antonio Business Journal. Retrieved 2021-10-08.
  8. ^ Ayers, Rebecca (December 23, 2019). "The Richards Group founder shares succession plan". Dallas Business Journal. Retrieved 2021-10-08.
  9. ^ Hunter, Glenn (2020-10-16). "After Offensive Comments, Stan Richards Leaves His Dallas Ad Agency". Texas Monthly. Retrieved 2021-10-08.
  10. ^ a b DiFurio, Dom (2020-10-15). "'I am firing myself': Stan Richards exits namesake Dallas advertising firm over 'too Black' remarks". The Dallas Morning News. Retrieved 2021-10-08.
  11. ^ "Company Overview of The Richards Group, Inc". Bloomberg. Retrieved 10 April 2018.
  12. ^ "Chick-Fil-A Cows Infiltrate Cyberspace". AllBusiness. 2002-07-31. Retrieved 2009-09-21.
  13. ^ "Chick-fil-A cows, Motel 6's Tom Bodett lift Dallas' Stan Richards to ad hall of fame". Dallas News. 2017-05-04. Retrieved 2023-11-27.
  14. ^ Bonilla, Brian (January 13, 2022). "THE RICHARDS GROUP IS CHANGING ITS NAME TO TRG, DISTANCING ITSELF FROM FOUNDER STAN RICHARDS".
  15. ^ "Richards Group's Uptown Dallas tower is sold". Dallas News. 2022-01-06. Retrieved 2024-01-09.
  16. ^ Dougherty, Philip H. (1981-04-27). "Advertising; Creativity Is a Force At Richards". The New York Times. ISSN 0362-4331. Retrieved 2024-01-05.
  17. ^ "The Richards Group, Inc. | Encyclopedia.com". www.encyclopedia.com. Retrieved 2024-01-05.
  18. ^ Center, Franchisee Resource. "We'll Leave the Light On For You: Motel 6's Advertising Success". Franchisee Resource Center. Retrieved 2024-01-05.
  19. ^ Oster, Erik (10 August 2016). "Richards/Carlberg Wins AOR Duties for Blue Bell Creameries". Agency Spy. Retrieved 13 April 2018.
  20. ^ "Dish Network Taps Richards Group as New Creative Ad Agency". MultiChannel News. Retrieved 6 April 2018.
  21. ^ Gibson, Kate (2020-10-15). "Motel 6, Home Depot drop ad agency over "too Black" comment - CBS News". www.cbsnews.com. Retrieved 2024-01-05.
  22. ^ "Motel 6 drops ad agency after founder said pitch was 'too Black'". The Independent. 2020-10-15. Retrieved 2024-01-05.
  23. ^ Hsu, Tiffany (2020-10-14). "Motel 6 and Home Depot Drop Ad Agency After Its Founder Calls Ad 'Too Black'". The New York Times. ISSN 0362-4331. Retrieved 2024-01-05.
  24. ^ Blakey • •, Katy (2020-10-14). "Motel 6, Home Depot Fire Dallas Ad Agency Over Founder's Racially Insensitive Remarks". NBC 5 Dallas-Fort Worth. Retrieved 2024-01-05.
  25. ^ Dunphy, Mark (2020-10-16). "H-E-B cuts ties with ad firm after founder's racist remarks". Chron. Retrieved 2024-01-05.
  26. ^ Roth • •, Brian (2020-10-21). "Shiner Bock Brewery Fires Richards Group Over Remarks by Dallas Agency's Founder". NBC 5 Dallas-Fort Worth. Retrieved 2024-01-09.
  27. ^ Hunter, Glenn (2020-10-16). "After Offensive Comments, Stan Richards Leaves His Dallas Ad Agency". Texas Monthly. Retrieved 2024-01-09.
  28. ^ "Stan Richards steps down from namesake ad agency over 'too Black' remarks". The Seattle Times. 2020-10-15. Retrieved 2024-01-05.
  29. ^ "Richards Group founder Stan Richards names advertising agency's Glenn Dady his successor". Dallas News. 2019-12-13. Retrieved 2024-01-05.
  30. ^ Nudd, Tim. "A Casino Put a Hilarious Rogue Ad on the 'Leaning Tower of Dallas'". Muse.
  31. ^ Bonilla, Brian (2021-07-07). "RICHARDS GROUP NAMES 10-YEAR ALUM SUE BATTERTON AS ITS FIRST CHIEF CREATIVE OFFICER". Ad Age. Retrieved 2024-01-17.
  32. ^ "The Richards Group Hires Chief Talent and Cultural Officer". Ad Age. 2021-04-28. Retrieved 2024-01-17.
  33. ^ "Richards Group public relations vets split from company, launch new firm Genuine Article". Dallas News. 2022-02-22. Retrieved 2024-01-05.
  34. ^ Bell, James (2022-12-28). "Have a Look at the Biggest Dallas-Area Office Leases of 2022". The Real Deal. Retrieved 2024-01-05.
  35. ^ "TRG appoints a woman as CFO as it works to make leadership team more diverse". Dallas News. 2022-03-09. Retrieved 2024-01-05.
  36. ^ Stanley, TL (2022-09-22). "Ken Jeong Tickles the Funny Bone in New Campaign for ThermaCare". AdWeek. Retrieved 2024-01-19.
  37. ^ Nudd, Tim (2023-09-18). "Dave's Killer Bread Supports Second-chance Employment IN Ads With Employees Who Were Once Incarcerated". Ad Age. Retrieved 2024-01-17.
  38. ^ "TRG's Creates New Choctaw Casinos & Resorts Spot 'Where the Players Play' | Stars Aikman, Pudge and Woodson – AdChat™ DFW". adchatdfw.com. Retrieved 2023-12-18.