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The Richards Group is finally coming out of the shadows following scandal and turmoil caused by the founder Stan Richards. In October, news leaked that in an internal meeting for longtime client Motel 6, Richards, who at nearly 90 years old remained actively involved with the company, referred to a campaign idea for the client as being “too Black” and implied that some of Motel 6’s customers were white supremacists.
The hotel chain parted ways with the agency as did other high-profile clients such as Home Depot and H-E-B, collectively equaling 40% of its total revenue.