April 13, 2021
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The Richards Group
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The Richards Group

We’re a branding agency. We exist for one reason: to endear brands to people. Endearing a brand to its customers requires creativity that works – and works consistently – at every point of contact. An agency whose purpose is to endear brands to people at every point of contact needs to have the resources it takes to make that happen. And we do. All born here. All raised here. All interconnected, commingled, and collaboratively creative.


ADDYs  / Advertising
The Richards Group Wins Big at ADDYs 2021
The Richards GroupThe Richards Group Posted On March 15, 2021


2020 AAF Dallas Addy Awards
BEST OF SHOW
Choctaw Casino and Resort
“The Leaning Tower of Dallas”

JUDGES CHOICE / INTEGRATED CAMPAIGN
Go RVing
“GORV!”

4 Golds
5 Silvers
10 Bronzes

And several SUIT awards

GOLD / OUT-OF-HOME
Choctaw Casino and Resort
“The Leaning Tower of Dallas”

GOLD / SOCIAL MEDIA CAMPAIGN
Go RVing
“GORV!”

GOLD / CONSUMER WEBSITE
Go RVing
“GORV!”

GOLD / INTERNET COMMERIAL CAMPAIGN
Go RVing
“GORV!”

SILVER / INTERNET COMMERCIAL
Ram Trucks
“Sandman”

SILVER / ONLINE CAMPAIGN
Dr Pepper
“Dr Pepper Cream Soda”

SILVER / ART DIRECTION
Karastan
“Better Than Nature Intended”

SILVER / MUSIC WITH LYRICS
Ram Trucks
“I Love Your Features”

SILVER/ TELEVISION
Credit One Bank
“Life Ever Rewarded”

BRONZE / TELEVISION
Hobby Lobby Stores
“Neighbors”

BRONZE / TELEVISION
Credit One Bank
“Vehicular Ambrosia”

BRONZE / INTERNET COMMERCIAL
Ram Trucks
“Maria Grant”

BRONZE / INTERNET COMMERCIAL CAMPAIGN
Karastan
“Better Than Nature Intended”

BRONZE / INTEGRATED CAMPAIGN
Dr Pepper
“This is Big”

BRONZE / ONLINE CAMPAIGN
Go RVing
“GORV!”

BRONZE / COPYWRITING
Karastan
“Better Than Nature Intended”

BRONZE/ PUBLIC SERVICE TELEVISON
The Salvation Army
“We Pray”

BRONZE/ PUBLIC SERVICE TELEVISON
The Salvation Army
“Rescue”

BRONZE / RADIO
Motel 6
“Radio Campaign”


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Advertising  / DEI
The Richards Group Partners With Do What Matters to Forge Strategic DEI Path
The Richards GroupThe Richards Group Posted On January 7, 2021


As part of its commitment to implement meaningful, measurable diversity, equity and inclusion (DEI) initiatives, The Richards Group has formally engaged diversity consultant Dr. Lauren Tucker and her team at Do What Matters to help the agency navigate its refounding.

With eyes focused firmly on the future, CEO Glenn Dady is tapping strengths-based insights to drive growth, position the firm to better care for current employees, and attract diverse talent and new business. Along with a newly expanded and diversified creative council and the establishment of a formal leadership council with younger and more diverse advisors, the partnership with Do What Matters is one of many steps in The Richards Group’s plan for the future.

With 30 years of experience in diversity and inclusion management, Tucker has earned a respected reputation across the marketing industry for going beyond the standard programs to provide solution-based, proactive approaches proven to enhance culture, improve operations and help companies get back to the business of growth. Do What Matters’ Rob Jackson will also be joining the mission, bringing over 30 years of experience in the business on both the agency and client sides.

“I’ve invested over four decades helping build one of America’s great agencies. This is a necessary step in rebuilding our future – for our community, for the clients we serve and, most importantly, for our employees, present and future,” said Dady. “The objectivity, knowledge and experience that Lauren and her team bring are the shot in the arm that’s going to move us forward with precision and purpose.”

Working closely with Dady, Tucker and her team will audit practices, cultural norms and internal perceptions; advise on The Richards Group’s organizational structure; and provide strategic counsel to the 44-year-old independent advertising agency. Her team’s action areas will include culture, agency operations and community interest.

“We are honored and excited to be chosen as a partner to employ our approach to inclusion management to help rebuild the future and the fortunes of The Richards Group,” said Tucker, CEO of Do What Matters. “Intent is not enough. Our goal is to guide the agency past intent by working with the agency’s leaders to design and build actionable inclusion solutions that focus on the nurturing of talent while increasing diversity, achieving equity and driving quality growth via more effective business-building ideas for clients.”

The alliance with Do What Matters will also help drive and build on the agency’s newly articulated DEI goals and commitment to operational changes:

• Execute a formal commitment to specific representation across all disciplines and leadership
• Audit current policies to ensure that they are equitable to all employees
• Conduct inclusion management training
• Review all current work to ensure cultural relevancy
• Commit to tracking progress

For more information on Lauren Tucker and Do What Matters, visit LetsDoWhatMatters.com.

About Do What Matters
Do What Matters is a strategic management consultancy designed to help marketing services agencies turn diversity into actions that drive growth. The company is focused on moving organizations from intention and transactional remedies to actual impact with transformational strategies for change. Led by founder and CEO Lauren Tucker, Do What Matters features consultants with 60-plus collective years of agency operations and change management expertise to bring solution-focused inclusion program designs to directly improve growth areas. For more information, visit LetsDoWhatMatters.com.


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Advertising
Stan Richards Fires Self
The Richards GroupThe Richards Group Posted On October 16, 2020


Agency founder steps aside to let agency begin to heal amid controversy

Effective immediately, Glenn Dady, a creative director for The Richards Group, will assume full responsibility for all agency operations, creative oversight and new business efforts for the agency. Announced late last year as Stan Richards’ successor, Dady is a 40-year veteran of The Richards Group.

Concurrent with this shift, Richards will step away from all operations.

“If this was a publicly held company, I’d be fired for the comments I made. But we’re not public, so I am firing myself,” said Richards. “Our employees, first and foremost, deserve that.”

Reiterating what he said directly to employees earlier this week, Richards added: “I made a mistake. The biggest mistake of my life. One I will never be able to adequately explain or take back. All I can say is that I was wrong.”

Additionally, the agency is solidifying plans to proactively address it. Within the next few weeks, The Richards Group has committed to executing six key initiatives, designed to ensure diversity, equity and inclusion within the agency:

  • Create a new position to influence agency decisions regarding diversity, equity and inclusion
  • Execute a formal commitment to specific representation across all disciplines and leadership
  • Audit current policies to ensure that they are equitable to all employees
  • Conduct bias training for every one of our employees
  • Review all current work to ensure that it is culturally relevant
  • Commit to tracking our progress

The goal of these changes and initiatives is to enable The Richards Group to learn, heal and ultimately recover as a stronger, better agency.

Dady emphasized his respect for Richards as part of a statement issued earlier this week:

“In the over four decades I have had the privilege of working at The Richards Group, the agency has never been party to nor tolerated racism in any form,” said Dady. “We exist to endear brands to all people. Like all businesses and organizations, we have a lot of work to do to further societal change. As the person now responsible for all the operations of The Richards Group going forward, I commit to doing everything in my power to stay focused on that goal. We can only ask for forgiveness and promise to learn and be better.”


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Advertising
Matthew McConaughey Contributes to Stan Talks | Offers Stellar Advice on Crafting a Personal Brand Story
The Richards GroupThe Richards Group Posted On August 1, 2020


Matthew McConaughey, Oscar-winning actor and professor of practice within The Moody College of Communication, is the latest contributor to the Stan Talks series. McConaughey joined the faculty of the Department of Radio-Television-Film in the fall of last year.

About Stan Talks:
Stan Talks, modeled after Ted Talks, is a YouTube channel library of five-minute videos from high-profile industry experts and recruited luminaries who present insights into important topics in the fields of advertising and public relations. Stan Talks is a part of the Stan Richards School of Advertising & Public Relations, housed within the Moody College of Communication at the University of Texas at Austin. Video topics include trends related to big data analytics, global branding, multicultural marketing, entertainment, and more. 


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Advertising
Duke’s Mayonnaise Appoints The Richards Group as Agency of Record
The Richards GroupThe Richards Group Posted On August 1, 2020


Brand partners with its first AOR with plan to disrupt category and ignite fan base

Duke’s Mayonnaise has appointed The Richards Group as its new creative agency of record. Through this partnership, Duke’s plans to surprise and delight consumers everywhere, delivering the bold authenticity of Southern cuisine to a wider consumer base with its signature condiments. The Richards Group is the brand’s first agency of record.

“The Richards Group’s ability to present a nimble approach during the initial phases of this partnership aligned with the values and vision of the Duke’s brand,” said Tom Barbitta, chief marketing officer of Sauer Brands, Inc. “With their proven ability to integrate brands into the culture, the creativity and independent spirit of The Richards Group will allow us to build on the momentum of this iconic Southern brand together.”

People raised in the South know that Duke’s is a hallmark of regional cuisine and widely recognized by chefs and at-home cooks. Using Duke’s classic recipe, beloved for its one-of-a-kind tangy flavor, makes the foods it partners with even better.

“We’re thrilled to have the opportunity to bring some excitement and energy to this classic brand,” said Dale Hruby, principal at The Richards Group. “Duke’s has had a loyal following for over 100 years. We look forward to helping them grow that fan base.”

In June, Charlotte Sports Foundation and Duke’s Mayonnaise announced a multiyear partnership for an early-season college football game (Duke’s Mayo Classic) and postseason bowl game (Duke’s Mayo Bowl). Duke’s will take over as the title sponsor for the bowl game known since 2011 as the Belk Bowl. The Richards Group will help activate the new brand campaign in the context of college football and the Charlotte Sports Foundation partnership.

About Duke’s Mayonnaise
Duke’s Mayonnaise celebrated 100 years of its bold and palate-thrilling presence in Southern cuisine in 2017. In addition to the six new regionally inspired Duke’s Southern Sauces and Duke’s Real Mayonnaise (still made according to Eugenia Duke’s original recipe), the brand offers light mayonnaise (with olive oil), tartar sauce and sandwich relish. For more information, visit dukesmayo.com.

Duke’s Mayonnaise is owned by Sauer Brands, Inc., which was founded as The C.F. Sauer Company in 1887 in Richmond, Virginia. The company produces a broad line of inspired flavors to excite and delight consumers in the condiments, spices, seasonings and extracts categories. The company’s manufacturing facilities include locations in Richmond, Virginia; Greenville, South Carolina; New Century, Kansas; San Luis Obispo, California; and Elk Grove Village, Illinois. Besides Duke’s Mayonnaise, the company’s brands include The Spice Hunter, Sauer’s, Gold Medal, BAMA, Kernel Season’s and Tasty Shakes. Sauer Brands also produces high-quality private-label products for the retail and foodservice channels. Learn more at sauerbrands.com.

 

About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include Keurig Dr Pepper, Charles Schwab, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, Wolf and many others. The Richards Group can be found at richards.com or on Twitter @RichardsGroup.


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Advertising
Richards Group Creates Fun Choctaw Casino Spots Welcoming Sports Back
The Richards GroupThe Richards Group Posted On July 27, 2020


Mascots for the Rangers, Mavericks and Stars Featured

Choctaw, along with DFW sports teams, Texas Rangers, Dallas Mavericks and Dallas Stars have released new TV spots celebrating the return of sports. Choctaw Casinos and Resorts is the official casino partner of the Texas Rangers, Dallas Mavericks and Dallas Stars. Like the fans, and their favorite team mascots, we’re all relieved by the return of sports.

About the campaign:
The basic idea behind the spot is that all of us have been sitting around (probably watching too much Netflix) waiting for sports to come back. Mascots are no different. They binged their various streaming services and honestly let themselves go a little bit. So, when sports were announced to return, mascots – literally creatures who live for sports – were doubly excited. Their favorite teams are soon-to-be back in action and that means that it’s their time shine as well. They had to shed the COVID 19lbs quick. And as roommates (because of course they are), Captain, Victor E Green, Mavs Man and Champ, helped each other get back in game shape. And helped us all get excited for sports starting up again in turn.

Choctaw is all about play and winning, making them the right client to bring this message to DFW. More than that though, being ingrained in North Texas themselves they’re not merely sponsors they’re fans, so they know how hard it has been not to have our beloved sports teams to watch. Choctaw has a unique and wonderful partnership with the Mavericks, Stars and Rangers that positioned them to be able to use these characters to spread a fun message. And being a place of gaming and playing themselves, Choctaw can announce it’s “game on” in their casinos as well.


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Advertising
Wow! Stan Richards Names Successor
The Richards GroupThe Richards Group Posted On December 16, 2019


Glenn Dady, award-winning, 40-year veteran to assume management role in January

Stan Richards, founder and creative director of The Richards Group, announced his successor. Glenn Dady, who joined The Richards Group 39 years ago and has led creative direction for some of the agency’s most iconic work, will take the helm of daily operations effective January 1.

Richards, 87, has no plans to retire. The news was shared with the agency’s 752 employees during their annual year-end meeting, and agency clients were alerted shortly thereafter.

“Now is the time to name my successor, while I’m still active and engaged in the business. Beginning January 1, Glenn will assume the day-to-day duties of managing the agency,” said Richards. “Glenn has been by my side for nearly four decades and has played a critical role in making The Richards Group what it is today. He has always been one of the most innovative, imaginative creative leaders of the agency — but maybe most importantly, no one has done more to identify and nurture the talent so critical to the work we do than Glenn.”

Richards, who started his eponymous firm over 40 years ago, will remain actively engaged as Dady, 67, transitions into the new post. “I’m not going anywhere and will still come to work every day doing the thing I love most: making sure our creative product continues to get better,” said Richards.

Dady joined The Richards Group in 1980 after graduating first in his class from ArtCenter College of Design. Advertising Age named him one of the “100 Best and Brightest Young People in Advertising.” Adweek has named him to their Creative All-Star Team four times, and his art direction and design have been honored repeatedly by The Art Directors Club, The One Show, Communication Arts, Lürzer’s Archive, the Clios, and Cannes. Instrumental in the creation of campaigns for hundreds of brands over the last four decades, Dady’s creative imprint can also be found on work for current agency clients Go RVing, Biltmore Estate, NatureSweet Tomatoes, Sub-Zero, Wolf, Jeep, Ram, and Alfa Romeo.

“For me, it’s all about the work. If the work is great, most everything else will take care of itself,” said Dady, who will take the title of principal/creative director upon the transition. “Obviously, we’ll remain fiercely independent, as Stan has always intended. It’s such a luxury not to be concerned about shareholders, numbers, or politics. And continuing to have Stan in the office every day is the ideal situation for me — being able to bounce ideas off him and go to him for advice and counsel. It doesn’t get any better than that.”

The announcement was met with enthusiasm and support from the agency, its partners, and its many clients. “Glenn is an extraordinary human being. As humble as he is talented. Fair, kind, and smart — we are in great hands,” said Richards. “This is clearly a very personal and professional decision for me, and there’s no one more qualified to continue to keep us at the forefront of the industry than Glenn Dady.”

About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include Keurig Dr Pepper, Charles Schwab, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, Wolf, and many others. The Richards Group can be found at richards.com or on Twitter @RichardsGroup


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Advertising
Hobby Lobby Launches Holiday Spot | 2nd Round of “Christmas Is What You Make It” Campaign from Richards Group
The Richards GroupThe Richards Group Posted On November 12, 2019


Hobby Lobby is one of the largest crafting and home décor retailers in the United States. Our goal was to build on the momentum of, and favorable response to, last year’s Christmas commercials by making those who live to create joy fall in love with Hobby Lobby once again. To do this, we wanted to break out of the holiday clichés, but still create a spot that feels magical, meaningful, and memorable, under last year’s theme of: Christmas is what you make it.

The focus on Christmas has fallen to gifts in shiny wrapping paper, glossy ornaments on trees, and all the external trimmings of the holiday. But the only truly meaningful gift one can give is the gift of themselves—their time, their talents, and their love.

We wanted to remind people of this with a simple story of a single mom who is so busy working as a nurse, and taking care of her teenage son, that she hasn’t had time to prepare for the coming holidays. After she leaves for work one morning, her son—waking up and walking into the unkempt, sparsely decorated living room—has an epiphany. He rides to the electronics store and sells his beloved gaming console. With the cash, he buys ornaments to decorate the tree and house. When his mother walks through the door from work, she’s speechless. She sees the living room glistening with holiday cheer. But her attention falls to something on the floor—a laundry basket that’s filled with neatly folded laundry, and spotless dishes, wrapped with a large, red Christmas bow. As she realizes her son has done the laundry and washed the dishes, she embraces him in appreciation for the true gift of selflessness he has given her.

Watch the spot…


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Advertising
Richards Unveils Choctaw Casino & Resorts “Exclusively For Everyone” Campaign – Executed Billboard Takeover in DFW
The Richards GroupThe Richards Group Posted On October 16, 2019


The Richards Group recently launched a new campaign for Choctaw Casinos & Resorts with a few different media executions, including unveiling Dallas’s first ever black light billboards. On October 8th, they executed a digital billboard takeover on 127 digital billboards in the DFW area for the entire day.

JT Steinert, copywriter for Richards, stated, “When you walk into Choctaw Casinos & Resorts, you are engulfed in colors and lights. By being the first in this market to use this technology, we are able to push our vibrant gradient type even further and bring the energy of the casino to roadsides in North Texas.”

About the campaign:
Whether you’re from Uptown, Downtown, the suburbs or out-of-town, Choctaw Casinos has something for everyone. Inside the doors, you’ll find people from all walks of life with interests that vary as much as the neon-lit slot machines that grace the casino floor. Our Exclusively For Everyone campaign is a personalized invitation to Texas, Oklahoma and Arkansas to let loose and come alive.

The campaign is brought to life by directly referencing the markets in which the ads are served. Tyler, Texas, home of the Tyler Rose Festival, is included in the fun through an invitation in our TV spot for “Tyler Roses” to have a different kind of night out, while the outdoor executions include lines like: “Tyler Rose Queens, Here’s Your Kingdom.” Similarly, Choctaw invites people from Dallas’s popular downtown district, Uptown, to escape their normal night out with lines like: “Dallas, Decrease the Odds of Running Into Your Ex.”

It doesn’t matter whether you want to heat up at the slots or cool down at the pool, bet on red or order a glass of red, play all night or all weekend, Choctaw Casinos & Resorts is Exclusively For Everyone.

Watch spots…


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Advertising
P.F. Chang’s Appoints The Richards Group as Agency of Record
The Richards GroupThe Richards Group Posted On October 7, 2019


Asian restaurant chain P.F. Chang’s recently announced the appointment of The Richards Group as its new creative agency of record. The Richards Group will also be responsible for ongoing brand planning and digital strategy. Through this partnership, P.F. Chang’s aims to elevate the guest experience by showing the inspiration and connection between dishes and their Asian origin, as well as enhancing the overall dining experience.

“We are excited about our partnership with The Richards Group. We hope to continue educating guests on our made-from-scratch food philosophy while introducing them to many new flavors from across Asia,” said Tana Davila, P.F. Chang’s senior vice president of marketing and brand development. “We believe The Richards Group will help us achieve the goal of bringing our guests on a journey to Asia and reminding them why they first fell in love with the P.F. Chang’s brand.”

P.F. Chang’s, a culinary brand founded on a belief in made-from-scratch cooking, is the leading Asian full-service restaurant concept in the U.S. and around the world, with 215 locations in the U.S. and 100 more spread over 25 countries. The brand is widely credited with being the first to bring Chinese food into the mainstream American consciousness. The brand plans to expand its Asian cuisine by continuing to introduce Japanese, Korean and Thai influence into its dishes.

Dave Kroencke, principal at The Richards Group, said, “The iconic global brand that P.F. Chang’s has built over more than 25 years is firmly established in the restaurant industry. We’re honored to get the opportunity to work together to build on this incredible foundation and bring the brand to new heights while staying true to its core philosophy based on authentic Asian cuisine and culture.”

Before the appointment of The Richards Group, P.F. Chang’s creative strategy was held internally.

About P.F. Chang’s
Founded in 1993 by Philip Chiang and Paul Fleming, P.F. Chang’s is the first multi-unit restaurant concept in the U.S. to honor and celebrate the 2,000-year-old tradition of wok cooking as the center of the guest experience. Since inception, P.F. Chang’s chefs have been hand-rolling dim sum, hand-chopping and slicing all vegetables and meats, scratch-cooking every sauce, and wok-cooking each dish every day in every restaurant. Today, P.F. Chang’s has more than 18,000 employees and 300 restaurants, including three airport locations, in 25 countries and territories. For more P.F. Chang’s news, promotions and store openings – or to make reservations – visit pfchangs.com and follow us on Facebook, Twitter (@PFChangs) and Instagram (pfchangs).

 About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include Keurig Dr Pepper, Charles Schwab, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, Wolf and many others. The Richards Group can be found at richards.com or on Twitter @RichardsGroup.


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