Richards, 21st Century Part Ways

LOS ANGELES Less than a month after winning the business in a review, independent The Richards Group and 21st Century Insurance are parting ways.

“We will not be working with them,” said Stan Richards, principal and creative director at the Dallas agency, who cited “creative differences” but declined to elaborate.

Executives at 21st Century in Woodland Hills, Calif., could not be immediately reached for comment.

A review of creative chores on the client’s $25 million account recently concluded with Richards emerging victorious [Adweek Online, May 10]. The consulting company that led the process, Select Resources International of Santa Monica, Calif., characterized the client as “difficult” in the request for information materials sent to shops. Other contenders were undisclosed.

The review was called following the client’s stint with Dailey & Associates, West Hollywood, Calif., an Interpubliuc Group shop. That relationship lasted less than one year.

Agency relationships with 21st Century have been short-lived recently, with president and CEO Bruce Marlow conducting talks with various shops and testing work in the last two years, according to sources. Last year the company hired former Charles Schwab marketer Rob Klapper as CMO.