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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
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