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TRG

Located in Dallas, TRG is one of the largest independent advertising agencies in the U.S., with a four-decade record of building iconic brands. Fiercely independent since our founding, we remade ourselves in 2021 as a nonprofit-owned and people-run enterprise that encourages new voices and fosters diverse thinking. Our agency is owned (though not run) by a vetted, established nonprofit. Clients include Charles Schwab, Ram Trucks, Metronet, Choctaw Casinos & Resorts, and many others. Find or follow the agency at richards.com or on Twitter at @TRGCreativity.




Advertising
TRG and Dallas ISD Form Partnership to Help Students in Career Paths
TRG Posted On April 13, 2022


TRG and Dallas ISD Career and Technical Education (CTE) have partnered to formalize an engagement plan serving students in grades 9-12 who have specific interests in the marketing, communications, tech and sales career paths.

With this partnership, TRG hopes to provide real-world experience and exposure to the skills needed in today’s multicultural marketplace. The agency will offer ongoing mentorship programs, skills boot camps and guest-speaker engagements. TRG also will offer visits to the agency, access to internal creative briefings, and potentially invitations to certain client work sites to observe how actual ads are made in real time and the creative process behind the scenes.

“The partnership with TRG offers an abundance of opportunities for our students to gain real-world, relevant, work-based learning experience. Engaging with professionals in the industry will offer a greater perspective to explore careers and afford greater access to knowledge of the industry,” said Rochelle Robinson, CTE industry partner coordinator. “Exposing our students to TRG will also garner greater interest in the field and hopefully encourage our students to pursue careers in marketing and advertising.”

In return, a select number of students will work with a student advisory panel to provide TRG with their diverse perspectives on the creative work, inclusive processes and points of view on the latest industry trends.

“Among black and brown students, awareness of advertising as a career path is still a big issue. As part of our overall IE&D platform, we engage in specific efforts to nurture the next generation of talent, in part introducing high school students to this profession and all it offers,” said Trent Walters, principal at TRG and member of the agency’s Leadership Advisory Council. “Our partnership with Dallas ISD is part of that initiative and so much more. Not only are we sharing the business with them, but they’re sharing a youthful perspective that helps us stay relevant. It’s a partnership in its truest sense — a win-win for everyone.”

The partnership kicked off with TRG supporting students from five Dallas ISD schools (Bryan Adams, Skyline, Sunset, Marvin E. Robinson School of Business and Management at Yvonne A. Ewell Townview Center, and W.T. White) who advanced to DECA’s state competition last month. TRG provided 15 reviewers to each team or individual competitor as the students worked toward perfecting their final competitive presentations. The feedback proved to be constructive for the students and helped build their confidence.

“TRG volunteers were so positive and had a lot of insight to help us improve our presentation. They made us feel so comfortable. They seemed excited after they heard our presentation, which helped us believe in our project even more,” said Rosalynn Cavillo, a student at Skyline High School.

“This process really helped us out. TRG took time out of their busy schedules to help us, asking for nothing in return. This made my students feel more confident in their project,” said Briaana Lark, a first-year teacher and DECA advisor at Skyline High School. “The TRG volunteers were very professional and attentive. I loved the feedback they gave to the students, and we put it to use. These students are off to Internationals.”

Six students are advancing to the International Career Development Conference in late April, where over 10,000 students will meet again to showcase their knowledge in business, marketing, finance and hospitality

About Dallas ISD Career and Technical Education
The Dallas ISD Career and Technical Education (CTE) department serves 50,822 students in grades 6-12 over 83 campuses. Dallas ISD offers 13 career pathways with 243 different CTE courses classified in 51 programs of study, including marketing and sales. The mission of Dallas ISD CTE: “Every Dallas ISD CTE student will graduate with a high school diploma plus post-secondary credit and/or industry-recognized certification.” Visit dallasisd.org/cte to learn more.


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Advertising
Scripps Appoints TRG Agency for Initiative to Educate Viewers About Free TV
TRG Posted On April 5, 2022


The E.W. Scripps Company, one of the nation’s largest local TV broadcasters, has named TRG as its advertising and communications agency for an ongoing campaign to raise awareness and educate consumers about high-quality free TV as a service and increase over-the-air TV viewing. TRG will be responsible for creative strategy, brand planning, digital strategy and media.

“We went through an exhaustive national search and chose the team at TRG for their expertise, quality of communication, creative approach and, importantly, their passion for the assignment,” said Amanda Brown, vice president of consumer strategy and insights at Scripps. “We’re confident in TRG’s blend of strategic and creative abilities.”

Scripps serves 41 markets with quality local journalism. It reaches nearly every American household through national brands, including news outlets Court TV and Newsy and entertainment networks ION, Bounce, Grit, Laff and Court TV Mystery. Audiences can find various brands over the air, over the top, on cable TV and satellite, and through digital platforms.

“We’re excited to partner with a client that shares our values of courage, compassion and excellence,” said Rhonda Contreras, chief collaboration officer and principal at TRG. “This opportunity is a direct result of our collaborative process that acknowledges that every person in the agency is a creative problem-solver, bringing a diverse range of perspectives to come to the best result for all our clients.”

A first campaign for the initiative is expected to launch in May 2022. The campaign will direct consumers to an online resource, TheFreeTVProject.org, to learn more about the benefits of over-the-air TV and encourage consumers to adopt it as a complement to other TV services.

About Scripps

The E.W. Scripps Company (NASDAQ: SSP) is a diversified media company focused on creating a better-informed world. As one of the nation’s largest local TV broadcasters, Scripps serves communities with quality, objective local journalism and operates a portfolio of 61 stations in 41 markets. The Scripps Networks reach nearly every American through the national news outlets Court TV and Newsy and popular entertainment brands ION, Bounce, Defy TV, Grit, ION Mystery, Laff and TrueReal. Scripps is the nation’s largest holder of broadcast spectrum. It runs an award-winning investigative reporting newsroom in Washington, DC, and is the longtime steward of the Scripps National Spelling Bee. Founded in 1878, Scripps has held for decades to the motto, “Give light and the people will find their own way.”


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Advertising
TRG is Named Agency of Record for World’s Best Cat Litter
TRG Posted On February 22, 2022


TRG announced today its selection as agency of record for World’s Best Cat Litter™, a brand under the Kent Pet Group umbrella. World’s Best Cat Litter is the leading natural cat litter in the U.S. The agency will be responsible for creative development, brand strategy, digital strategy, and all media planning and buying for the brand.

“We are excited and energized by the possibilities in front of us,” said Marcelo Ginestel, vice president of marketing for Kent Pet Group. “We believe at our hearts that pets make us better people, and that’s why we make products that are great for them, their families and the planet. We have an amazing product, a fantastic brand, and one of the most experienced teams in the market, and we trust TRG and their team to be the partners to help us meet our growth ambitions while continuing to do greater good.”

World’s Best Cat Litter offers a range of naturally safe litters that last longer than traditional clay products. Their unique formulas harness the power of naturally absorbent corn to guarantee outstanding odor control. Offered in a variety of clumping formulas and sizes, the planet-friendly litter is available in leading pet and grocery stores nationwide, both online and in-store. Kent Pet Group is part of the KENT® Corporation family of companies, which for nearly 100 years has been successfully delivering innovative and industry-leading products while remaining independent and family-owned.

“We are thrilled about our partnership with this world-class brand,” said Jessica Walker, principal at TRG. “Kent Pet Group and World’s Best Cat Litter’s fierce independence and people-first values align perfectly with TRG, and we can’t wait to collaborate to serve the nation’s pet parents with natural, high-performance products.”

“TRG will complement the top-notch people, culture and core values behind our World’s Best Cat Litter brand,” said Steve Gordon, president of Kent Pet Group. “We are ready to continue our story of sustainable growth rooted in a quality product that has a tremendous amount of opportunity.”

“World’s Best Cat Litter has grown to become a true leader in the natural-litter space,” said Jean Broders, director of marketing for Kent Pet Group. “Our journey continues with TRG, whom we trust will propel World’s Best Cat Litter through the growing pet marketplace with the same integrity as when our first bag was sold more than 20 years ago.”

About World’s Best Cat Litter

World’s Best Cat Litter is produced by Kent Pet Group, which manufactures and markets pet products to meet the ever-growing demand of the natural pet-product category and is a member of the KENT® Corporation family of companies, headquartered in Muscatine, Iowa. The fourth-generation family business is committed to innovating safe, natural and high-quality products that strengthen the human-pet bond. Kent Pet Group’s best-selling sustainable litter and bedding products reach customers and pet owners around the world to strengthen the bond between people and their pets. Brands include World’s Best Cat Litter™, Back-2-Nature®, Breeder’s Choice® and BreederCelect®.


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Advertising
MetroNet Appoints The Richards Group as Agency of Record
TRG Posted On November 10, 2021


MetroNet, the nation’s largest independently owned 100% fiber-optic company, has named The Richards Group as its new brand advertising agency. The Richards Group will be responsible for overall creative advertising strategy, digital and social strategy, and all media planning and buying. The agency also is tasked with refreshing the brand’s entire look and feel.

The Richards Group, one of the largest independent advertising agencies in the U.S., has a history of successful campaigns in the telecom and cable industry. The agency has extensive experience working with companies including Charter, Spectrum, Comcast, AT&T Broadband, Starz Encore and AMC, among many others.

“Fundamentally, MetroNet is based on winning fiber-to-the-home technology, but the ground is littered with premium technologies that never made it. To grow a brand, you have to be more than better — you have to be different,” said Jerry Dow, MetroNet’s chief marketing officer. “The Richard Group is a value-add partner that can hit the ground running with a seasoned team and a proven track record of differentiating brands. They will help us find and leverage meaningful differentiation in a category that is complacent and commoditized. The Richards Group is more than just an agency — it’s a competitive advantage.”

MetroNet serves hundreds of thousands of customers across 13 states, providing cutting-edge fiber-optic Internet and communication services to underserved communities. MetroNet’s 100% fiber optic network is different in that it is always directly connected to your home, guaranteed, and the speeds are symmetrical (meaning the same download and upload speeds) up to one Gigabit.

David Hall, principal at The Richards Group, said, “It is such a great opportunity to be working with a true pioneer in this new frontier of fiber-to-the-home connectivity at this inflection point in the industry. We are thrilled to be a MetroNet partner.”

 About MetroNet

MetroNet is the nation’s largest independently owned 100% fiber-optic company. Headquartered in Evansville, Indiana, the customer-focused company provides cutting-edge fiber-optic communication services, including high-speed fiber Internet, full-featured fiber phone, and fiber IPTV with a wide variety of programming. MetroNet started in 2005 with one fiber-optic network in Greencastle, Indiana, and has grown to serving and constructing networks in more than 120 communities across Indiana, Illinois, Iowa, Kentucky, Michigan, Minnesota, Ohio, Florida, North Carolina, Virginia, Texas, Wisconsin and Missouri. MetroNet is committed to bringing state-of-the-art telecommunication services to communities — services that are comparable or superior to those offered in large metropolitan areas. MetroNet has been named in the top 50 small and medium companies on Glassdoor and has been honored with a Glassdoor Employees’ Choice Award recognizing MetroNet among the Best Places to Work in 2020. MetroNet has been recognized by PC Mag as one of the Top 10 Fastest ISPs in North Central United States in 2020 and Top 10 ISPs with Best Gaming Quality Index in 2021. Broadband Now has recognized MetroNet among the Top 3 Fastest Internet Providers and Fastest Fiber Providers in the Nation in 2020, and #1 Fastest Mid-Sized Internet Provider in two states in 2020. In 2020, MetroNet was awarded the Energy Safe Digging Partner Award from Vectren. For more information, visit MetroNetinc.com.


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Advertising
Richards Creates Fun Spots for Americaneagle.com | Real Employees Make Everybody Happy
TRG Posted On November 9, 2021


The Richards Group recently released two new spots highlighting the benefits of using Americaneagle.com to build websites, optimize digital marketing and strategy and insight. The tagline is “Don’t Just Grow, Soar.™” Using real employees instead of actors, lent an air of authenticity to the campaign and everyone from the client, the agency and the director were happy with the results.

Tony Svanascini, CEO, Americaneagle.com, said, “We’re thrilled with the creative direction of our new advertisements. The team at TRG and Slash Dynamics did a great job using real Americaneagle.com employees during production. We’re looking forward to accelerated growth and increasing our client base as a direct result of this exciting new campaign.”

Zac Pritchett, Brand Management/Principal, at Richards, agreed,  “We teamed up with Americaneagle.com earlier this year and quickly got to work getting smart on their business. It was obvious that their technical expertise is extensive and impressive, but their clients described Americaneagle.com with such richness. They’re a lifelong partner, a solid digital foundation, a catalyst for meaningful growth. And they raved about the people. Their individual and collective expertise, their dependability, their track record. It was an exciting story to share.”

Dustin Ballard, Creative Group Head/Copywriter at Richards added, ”The chance to work with mind-bogglingly smart people who also have a great sense of humor made for a unique creative opportunity. From the moment we sat down with these real employees, we were in awe of their digital and problem-solving skills. During the shoot, we were equally in awe of their on-camera charm, under the direction of Kiran and his team. We literally could not have cast a group like this. They put a human face to a set of complex, high-level services.”

Kiran Koshy, Director, Slash Dynamics said, “I knew working with real employees who weren’t actors was going to be a challenge I’d relish, and they didn’t disappoint. Honestly, I couldn’t have cast a more perfect ensemble of fresh faces any other way. They really plussed the comedy, and I was in awe of how they were able to handle performances that demanded subtlety. This made the campaign even more special to the client, and their employees.” 

Adam Henderson, editor at CUT, was quick to share, “Working with Kiran Koshy, Dustin Ballard and Andy Coulston was incredibly fun.  I’ve worked with all three in the past, so it was like the whole gang was back together to help cut these comedy spots. Particularly with Kiran, it’s never a dull moment, as he’s the funniest person I know.”

 

CREDITS
Brand: Americaneagle.com

Agency: TRG
Creative Group Head/Copywriter: Dustin Ballard
Creative Group Head/Art Director: Andy Coulston
Brand Management/Principal: Zac Pritchett
Brand Management/Director: Preston Barrett
Sr. Content Producer: Sheri Cartwright
Brand Strategy/Director: Alex Nightingale
Digital Strategy/Director: Scott Luther

Production Company: Slash Dynamic
Director: Kiran Koshy
Executive Producer: Tanya Cohen
Line Producer: Adam Kaiser
Director of Photography: Christopher Soos
Production Designer: Bret Tanzer

Editorial: CUT
Editor: Adam Henderson
Editor: John McStravick
Online Editor: Alan Robbins
Audio: Jake Kluge
Colorist: Tyler Roth, Company 3
Music & Sound Design: Shindig


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Advertising
The Richards Group Creates Education is Freedom Campaign for DISD | Encourages Higher Education for Underserved Students
TRG Posted On September 8, 2021


It’s a big year with students back AT school in Texas. Given the distractions and shifted priorities from the pandemic, getting higher education and/or career prep help is more important than ever. With the help from The Richards Group, the Education is Freedom (EIF) back-to-school campaign encourages students to simply “just say hey” to their Education is Freedom advisors and start a discussion that could have a positive, prominent effect on their future.

Education is Freedom (EIF) places higher education advisors in traditionally underserved high schools to assist students with college, career, and life readiness. These advisors have their own classroom equipped with computers where they provide expert knowledge to assist students with post-secondary preparatory activities (applications for college admission, financial aid, military, workforce readiness, and more). Their mission: transforms lives through education.

The EIF program is in 35 schools, has served over 7000 students in the 2019-2020 school year and has awarded over 153 million in financial aid.

Nearly all materials will be placed within DISD schools – on walls and floors, hanging within classrooms, or in the hallways. Additionally, Richards has secured one donated outdoor board that will digitally run across DFW with a Free Application for Federal Student Aid (FAFSA®) – specific message for later this fall. Select artwork pieces will displayed in schools starting September 7th.

 


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Advertising
Shavelogic vs Playoff Beards | The Richard Group Creates Fun Videos Highlighting Official Razor of the NHL
TRG Posted On August 9, 2021


After the Tampa Bay Lightning won the Stanley Cup, it was Shavelogic vs the playoff beards. The Dallas-based company became the official razor of the NHL in May of this year. That partnership led them to Lightning Captain Steven Stamkos and left winger Patrick Maroon who agreed to shave off their tradition playoff beards after they won the championship.

In each video, the Lightning players get a makeover by Shavelogic’s master barber Adam Keith and the SL5 razor. The videos were edited in Dallas by Brent Herrington at 3008 and shared on the players’ social media channels. “This was a perfect pairing,” says Parker Bell of The Richards Group. “Shavelogic is a premium product. And here we have two of the most famous, gnarliest playoff beards on the ice ready to come off. This was a lot of fun to work on – even for a Stars fan like me.”

Stamkos Video
Maroon Video
Maroon Instagram Poster

Credits:
Client: Shavelogic
Agency: The Richards Group
CD/art director: Parker Bell
CD/writer: Greg Christensen
director: Nick Guthe
editor: Brent Herrington, 3008
producer: Gabriel Silva


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Advertising  / Branding
Richards Rebrands Texas and SW Cattle Raisers Association | Tommy Lee Jones Narrates Moving Video
TRG Posted On August 2, 2021


Earlier this year, the Texas and Southwestern Cattle Raisers Association tapped The Richards Group to aid in a completely new branding effort for the 144-year-old association, which has 17,000 members throughout the Southwest.

The Richards Group was tasked with the complete rebrand of all communication touchpoints including social, digital, logo, and video elements in an effort to elevate the association’s profile and attract the next generation of cattle raisers and landowners through a new branding effort titled “We Live for This Land.” The effort includes an iconic brand piece narrated by Tommy Lee Jones.

Shot over eight days and nights across seven different ranch locations, the piece reminds Americans why ranching is such a foundational part of our country’s history and future success. The 2.5-minute brand video will premiere at the association’s annual Cattle Raisers Convention in Fort Worth, one of the first major association conventions to be held live post-COVID-19. Additional 30-second versions will be released online and across social media channels.

The Richards Group redesigned the association’s digital web presence, redesigned the entire visual identity of the association by evolving its iconic logo, and created the entire visual design for the 2021 convention.

Our digital innovations team developed an all new membership center where prospective members can join/renew their membership.  We also will soon launch a new iOS application to aid Special Rangers with tracking and identifying millions of livestock sold each year to flag potential fraud and theft. Yes, cattle rustling is still a reality in 2021. 

To inform the work, The Richards Group conducted a rigorous discovery process, including a three-week ethnographic research study spanning over 3,000 miles and 11 different cattle operations across the Southwest.

 


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Advertising
The Richards Group Announces the Return of Sue Batterton, Trevor Monteiro
TRG Posted On July 6, 2021


Batterton Named Chief Creative Officer; Monteiro to Lead Brand Media

The Richards Group has appointed Sue Batterton as chief creative officer and Trevor Monteiro as head of brand media, marking a return to the agency for these two executives. Batterton rejoins The Richards Group from her most recent role at BBDO Minneapolis, where she was executive creative director. Monteiro returns from Moroch Partners, where he was most recently vice president of communications planning.

Batterton will now oversee the creative product of the agency. Working closely with CEO Glenn Dady, she will motivate work that inspires rich cultural conversations and deeper connections to consumers. Her role also includes recruiting, promoting and retaining the best and most diverse talent and collaborating across agency disciplines in managing, mentoring and honing the craft of the creative team at all levels.

“There has never been a more exciting time to be part of this agency,” said Batterton. “We had a wake-up call. Well, we are wide awake now. And the work of this world-class creative team reflects a startup energy, an inclusive worldview and a freedom felt unlike ever before.”

Monteiro will lead the agency’s integrated media discipline, incorporating strategy, investment and analysis of all paid media. His vision will shape all future media services.

“I’ve been able to see the change at The Richards Group from the outside, and I wanted to be part of the next phase of the agency. There are so many areas of growth – inclusion, equity and diversity; leadership; media,” said Monteiro. “We have a unique opportunity to drive the change that leads to an innovative and inclusive culture that sets the bar for the industry. My role is to work with brilliant people – everyone within the agency – to support them, empower them and hopefully provide some guidance along the way.”

The return of Batterton and Monteiro reflects the agency’s commitment to ongoing inclusion management and the importance of elevating top talent across the agency’s growing disciplines.

“From the moment the transformation of The Richards Group began more than six months ago, I knew the true mark of whether we were succeeding in our goals was whether we could attract top talent to the agency – including talent that had previously been in the building,” Dady said. “I’m thrilled to welcome Sue and Trevor back into the fold, and to empower them with the leadership roles I know they’ll thrive in. The future of our agency is brighter than ever with Sue and Trevor joining me at the helm.”

Batterton and Monteiro’s return is just the beginning of leadership changes at The Richards Group that will be finalized in the coming months.

About The Richards Group
The Richards Group is a fiercely independent brand-building agency located in Dallas. Clients include Charles Schwab, Orkin, Ram Trucks, Choctaw Casinos & Resorts and many others. Find or follow the agency at richards.com or on Twitter @RichardsGroup.

 


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Advertising
Dallas Writer/CD Greg Christensen Launches ThanksBus.com | Preserves Iconic National Forest Signs and History
TRG Posted On June 8, 2021


Dallas writer and creative director Greg Christensen has launched ThanksBus.com, a non-profit website created to preserve the history and design of the iconic National Forest signs. It began with simple curiosity. Driving through the American West Christensen started wondering, “How did a government agency create such well-designed signs?” There wasn’t much information online. But a little digging revealed they were created by a ranger named Bus Carrell. A little more investigating connected him with Bus’s daughter CJ. The story snowballed from there. Realizing the National Forest Service hadn’t retained much institutional knowledge, Christensen and long-time collaborator, Mollie Wilkie, launched ThanksBus.com as a receptacle of the stories he discovered along with an Instagram account where followers are encouraged to perpetuate the story by tagging images of forest signs with #thanksbus.

In Texas, Bus’s signs can be found in two National Grasslands just north of Dallas, as well as four National Forests throughout the state. With COVID restrictions easing, Texans wanting to travel for the summer, and National Forest Week being observed July 12-18th, it’s an opportune time to be aware of this all-American design.


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