Independent Agencies

TRG's Transformation Continues With a New Logo and Refreshed Brand Identity

The agency, formerly known as The Richards Group, keeps moving forward after the departure of its founder

The Richards Group evolves its logo and name, becoming TRG and launching a new brand and website.

By Kyle O’Brien

Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.

Independent Dallas agency The Richards Group has a long and successful history, having built popular campaigns for huge brands, from Motel 6’s “We’ll Leave the Light on For You” to Chick-fil-A’s “Eat Mor Chikin” to the “It Moves With You” campaign for Fruit of the Loom.

But the agency took a hit in 2020 when founder Stan Richards described a campaign concept for Motel 6 as “too Black,” which led to Richards stepping down and the agency losing big accounts, including Motel 6, Home Depot, Salvation Army, Keurig Dr Pepper and grocer H-E-B.

Since

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

Recommended articles