The Richards Group
TRG
TypePrivate
IndustryAdvertising
Founded1976
FounderStan Richards
Headquarters
Dallas, Texas
,
United States
Key people
Stan Richards, founder and creative director
Websiterichards.com trg.agency

The Richards Group, now known as TRG, is an American advertising agency in Dallas, Texas. It was the largest independently-owned agency in the country before being rocked by a racism scandal in 2020.[1] [2]

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[3] (25 years); other clients also decided to leave the firm, including Keurig Dr Pepper,[4] the brewers of Shiner Bock beer[5] and grocery chain H-E-B.[6] 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[7]) resigned from the firm soon thereafter.[8][9]

Based in Dallas, Texas,[10] The Richards Group reported annual billings above $1 billion. Memorable work includes the Chick-fil-A Cows ("Eat Mor Chikin"),[11] and the Motel 6 campaign featuring Tom Bodett.

Former clients included Fruit of the Loom, The Home Depot, Sub-Zero/Wolf, and Zales. The agency handled advertising, public relations, and promotions for dozens of clients nationwide, in addition to sports/entertainment marketing for colleges and universities before the racism scandal.[12]

In 2014, a $10 million fundraising campaign was completed to rededicate the advertising and public relations department at the University of Texas at Austin, naming it the Stan Richards School of Advertising and Public Relations. The university released a statement after Richards' 2020 comments and resignation from the firm condemning the incident.[13]

In 2022, the agency changed its name to TRG in an attempt to distance itself from the legacy of racism among its C-Suite leadership, though nearly all of the agency's leadership from 2020 were still employed there.[2]

History

Key Dates:[14]

1953: Stan Richards begins doing freelance design work in Dallas.

1976: Company becomes a full-service advertising agency.

1986: Motel 6 is signed as a client.

2016:The Richards Group takes AOR (agency of record) for Blue Bell Creameries.[15]

2018: Dish Network selects The Richards Group as its new creative agency of record.[16]

2020: Richards Group Fired by Motel 6 Over Racist Remark by Agency Founder

2020: Home Depot Breaks With Richards Group Following Founder's Racist Remarks

2020: H-E-B severs ties amid reports of racist comments by its CEO.

2020: Stan Richards resigns from The Richards Group.[9]

2022: The Richards Group changes its name to TRG[2]

References

  1. ↑ "Stan Richards's Unique Management Style". Inc. Magazine. 2011-11-01. Retrieved 2014-10-21.
  2. 1 2 3 Bonilla, Brian (January 13, 2022). "THE RICHARDS GROUP IS CHANGING ITS NAME TO TRG, DISTANCING ITSELF FROM FOUNDER STAN RICHARDS".{{cite web}}: CS1 maint: url-status (link)
  3. ↑ "Home Depot breaks with Richards Group following founder's racist remarks". Ad Age. 2020-10-14. Retrieved 2023-01-13.
  4. ↑ Smiley, Minda (October 15, 2020). "Keurig Dr Pepper and H-E-B Cut Ties With The Richards Group". Adweek. Retrieved 2021-10-08.
  5. ↑ Santana, Steven (October 22, 2020). "Shiner Bock brewer fires Richards Group as fallout continues over racist remarks". Dallas Business Journal. Retrieved 2021-10-08.
  6. ↑ 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.
  7. ↑ Ayers, Rebecca (December 23, 2019). "The Richards Group founder shares succession plan". Dallas Business Journal. Retrieved 2021-10-08.
  8. ↑ Hunter, Glenn (2020-10-16). "After Offensive Comments, Stan Richards Leaves His Dallas Ad Agency". Texas Monthly. Retrieved 2021-10-08.
  9. 1 2 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.
  10. ↑ "Company Overview of The Richards Group, Inc". Bloomberg. Retrieved 10 April 2018.
  11. ↑ "Chick-Fil-A Cows Infiltrate Cyberspace". AllBusiness. 2002-07-31. Retrieved 2009-09-21.
  12. ↑ "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.
  13. ↑ "UT responds to Stan Richards' comments that ad idea was 'too Black' in recent meeting with Motel 6". KXAN Austin. 2020-10-16. Retrieved 2021-10-08.
  14. ↑ "The Richards Group, Inc". Funding Universe. 2006-08-04. Retrieved 2009-09-21.
  15. ↑ Oster, Erik. "Richards/Carlberg Wins AOR Duties for Blue Bell Creameries". Agency Spy. Retrieved 13 April 2018.
  16. ↑ "Dish Network Taps Richards Group as New Creative Ad Agency". MultiChannel News. Retrieved 6 April 2018.


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