The Richards Group

The Richards Group is an American advertising agency. It is the largest independently owned agency in the country.[1] Working with founder Stan Richards, there are 35 creative group heads. Following racist comments by the agency's founder, Stan Richards, the company lost two of its longtime clients, Motel 6 (34 years) and Home Depot (25 years).

The Richards Group
TypePrivate
IndustryAdvertising
Founded1976
Headquarters
Dallas, Texas
,
United States
Key people
Stan Richards, Founder and Creative Director
Websitewww.richards.com

Based in Dallas, Texas,[2] The Richards Group reports annual billings above $1 billion. Memorable work includes the Chick-fil-A Cows ("Eat Mor Chikin"),[3] and the Motel 6 campaign featuring Tom Bodett.

Major clients include or have included Fruit of the Loom, The Home Depot, Sub-Zero/Wolf, and Zales. The agency handles advertising, public relations, and promotions for dozens of clients nationwide, in addition to sports/entertainment marketing for colleges and universities.

The Richards Group is associated by common ownership with Houston advertising agency Richards/Carlberg. 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.

History

Key Dates:[4]

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.[5]

2018: Dish Network selects The Richards Group as its new creative agency of record.[6]

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.

References
  1. "Stan Richards's Unique Management Style". Inc. Magazine. 2011-11-01. Retrieved 2014-10-21.
  2. "Company Overview of The Richards Group, Inc". Bloomberg. Retrieved 10 April 2018.
  3. "Chick-Fil-A Cows Infiltrate Cyberspace". AllBusiness. 2002-07-31. Retrieved 2009-09-21.
  4. "The Richards Group, Inc". Funding Universe. 2006-08-04. Retrieved 2009-09-21.
  5. Oster, Erik. "Richards/Carlberg Wins AOR Duties for Blue Bell Creameries". Agency Spy. Retrieved 13 April 2018.
  6. "Dish Network Taps Richards Group as New Creative Ad Agency". MultiChannel News. Retrieved 6 April 2018.


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