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TRG | |
Company type | Private |
Industry | Advertising |
Founded | 1976 |
Founder | Stan Richards |
Headquarters | , United States |
Number of employees | 300+ |
Website |
trg |
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]
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]
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]
This article has multiple issues. Please help
improve it or discuss these issues on the
talk page. (
Learn how and when to remove these template messages)
|
TRG | |
Company type | Private |
Industry | Advertising |
Founded | 1976 |
Founder | Stan Richards |
Headquarters | , United States |
Number of employees | 300+ |
Website |
trg |
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]
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]
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]