Motel 6 Fires The Richards Group After Agency Founder Calls Ad Concept 'Too Black'

Home Depot is also ending its relationship following Stan Richards’ remarks

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Motel 6, a longtime client of The Richards Group, has abruptly ended its relationship with the Dallas-based independent agency. The firing comes days after the agency’s 88-year-old founder, Stan Richards, referred to a campaign idea for the brand as “too Black” during an internal meeting that the client did not participate in.

Richards also insinuated that some of Motel 6’s customers are white supremacists, according to a person familiar with the matter.

In a statement to Adweek, Motel 6 said it is “outraged by the statements made about Motel 6 and our customers by a member of The

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