In June the DFW ad community was saddened by the sudden, tragic death of Robin Ayres. She was a former executive at The Richards Group, now TRG, and a principal at Flying Start, a branding studio affiliated with The Richards Group and RBMM that she oversaw since 1996. She led her group of name generation specialists to creating names for products and services such as Dejà Blue, Avisia, Sabre eVoya, Victory, Sasura Spa, and Travelocity’s GoodBuy, Aria Resort & Casino for MGM Resorts International, Dr Pepper Bottling of Texas and many more. Her distinguished career spanned almost four decades, and her portfolio of clients included Aetna, Prudential Financial, Chick-fil-A, 7-Eleven and numerous others.
Margarita Birnbaum, a local journalist, asked AdChat DFW to publish a compilation of thoughts and memories for this incredibly special advertising creative, as she was not only loved for her talent, but for her wit, insight and fun personality that will be greatly missed. And she made jewelry, which was just an added bonus. We reached out to a list of those that knew her and received many heartfelt responses. They are below. If any of you have a memory to share, we will be happy to add to this post, just email them here.
“Robin Ayres.
One-of-a-kind.
Creative. Smart. Fun. Giving. Respectfully opinionated.
All you had to do was take one look at her and you knew – she was an artist.
Designer. Jewelry maker. Storyteller. Linguist.
She applied an artist’s touch to all.
One-of-a-kind.”
-Glenn Dady, CEO, TRG
“I was an English major. I’m also big reader and one of those nerds who loves and pays attention to words. I’ve never met another human being who knew more about words, their meaning and derivation that Robin. She was a marvel.”
-Pete Lempert, Principal, TRG
“Robin was quick to share credit, and reluctant to claim it – even as she was the most prolific namer in Flying Start’s almost 50-year history. Her love for words was evidenced by the arcane dictionaries that filled every nook and cranny of her office. And while a lot of people love words, Robin loved them down to the individual letters … her walls were adorned with a hodgepodge of letters from old signs for gas stations and fried chicken shacks. Her letter collection was the inspiration for the collage of letters on the Flying Start homepage, and you can see some of her old dictionaries here.
‘When she wasn’t making names, Robin also made her own jewelry. That’s not really surprising, because Robin really personified what people mean when they say “a creative type.”
‘Flying Start will forever benefit from her guidance and creativity.”
-Kevin Swisher, Team Lead, Flying Start
“I began working as a creative for The Richards Group in 1977. I was a founder, and “M” in the name RBMM, in 1979. Later, I managed five business units (digital, relationship marketing, brand design, analytics and naming) and served on the Leadership Council at The Richards Group. I left the firm in 2013. One of the business units that I worked with was Flying Start.
‘I had the pleasure of working with Robin Ayres for many years. In fact, I hired her — twice. I hired Robin the first time when she brought her design portfolio to RBMM after leaving West Texas State University. She stayed until the birth of her first son. I hired her at RBMM again after the birth of her third son. She earned the leadership role of Principal as a smart, creative designer at RBMM.
‘The firm’s naming capability, The Naming Center, was begun and managed for a number of years, perhaps a decade, by the brilliant Lee Ballard. Lee was a linguist by trade and a very creative man who set up the practice and developed the methodology. Robin, who loved words, participated in naming assignments for Lee and did well. When Lee decided to move to North Carolina, I was delighted that Robin stepped in as Principal of The Naming Center so that our firm could continue to benefit from having a significant, in-house naming capability.
‘Even though there are no words in the dictionary that haven’t been trademarked, Robin excelled at creating names for brands, products and services. Robin also firmed up our naming process and became expert in registration law. She renamed the business Flying Start. A very smart marketing move. In short, she succeeded in moving the practice far forward.
‘Perhaps what separated Flying Start from other naming firms was Robin’s background as a graphic designer. I believe this facet was very important to creating names that were more than audibly memorable. They were visually memorable before we sat down to create logos.
‘Robin was smart, savvy and creative. The industry lost an important talent.”
-Dick Mitchell, President at Dick Mitchell and Associates
“I am actually Robin’s sister, and I also worked with her as one of her team of “namers” who contributed possible product names for Robin’s different naming projects. I knew her as a sister and driven professional and creator. She created amazing art of various types in her personal life and had her work displayed at prestigious galleries, including in Japan.
‘She had a quote in the rehearsal dinner speech she gave at her son’s wedding referring to the venue they’d chosen (Barney Smith’s Toilet Seat Museum, which by the way was SO fun.) that I think fits Robin to a T, both professionally and personally, She wrote this about that space/venue but I’ve substituted “This woman” and I think it’s an apt description for her. “This woman represented a passion for life. She represented a life lived creatively. She represented expressing that passion and love despite what anyone else thought.”
‘Robin fought for her place in a male-dominated field and was successful BECAUSE she was a warrior. She had to fight for her place in a career path where women were often underestimated and/or not welcomed and she had an “I’ll go around you or over you, but I WILL have my place” attitude.
‘Hard to put a specific memory [of her creative energy] early on as we grew up in a house where creativity was encouraged. She always had an obvious gift for art, though. One of my fondest Christmas memories, and I think hers too, was the year my father built each of us a wooden treasure chest and he and my mom filled them with individually wrapped art supplies, from paint and brushes to thread for string art, colored pencils, etc. Her artwork was always better than mine!”
-Rhonda Artho, Robin’s sister
“Robin had two things going for her that brought the success she enjoyed.
‘First, she worked in the business of naming. Few people know and understand the process of how names are generated. Robin’s process was fascinating and results-oriented for clients.
‘Second, Robin was charming and engaging when describing her process. She was an excellent storyteller.
‘Robin started as a graphic designer. She came to our firm at a time when the industry was primarily male driven. However, Robin was a strong-willed person who held her own in our very competitive design firm. She enjoyed much success in design before she transitioned into naming.
‘Back then, naming was an informal entity run by one individual within the agency offering that service when clients requested. When that person retired Robin saw and was given the opportunity to take over the naming service. She took naming and turned it into a successful and significant business separate from the agency, and RBMM. Her naming practice served Richards Group and RBMM clients, as well as her own clients.
‘Robin was a confidence builder with potential clients when we presented our naming and branding design capabilities together. Her ability to talk about naming as a story with a happy ending was terrific. It made selling branding design much more effortless. In addition, because of Robin’s knowledge and success as a designer early in her career, she understood what designers look for in a name that provided the best opportunity to create amazing results that serve the client and their brand exceptionally well.”
-Brian Boyd, Visionary Creative Director & Principal, Former Principal, Creative Director and Designer at RBMM, subsidiary of The Richards Group
“Words can’t express how lucky we were to get to work with one of the absolute brand naming legends. Her experience and knowledge were unmatched. I’d estimate that there are probably only a handful of people in the country that could even hold a candle to her talent. I am deeply saddened I never even got the simple opportunity to meet her in person (our relationship was purely over teams, thanks pandemic), share stories over dinner and drinks and enjoy the prospect of her friendship for years and years to come.
‘I just want to hug her one time. I can still hear her voice though. I don’t think that will ever leave my consciousness.
‘And the idea that all that is gone in the blink of an eye is a horrible reminder of the fragility of life.
‘However it’s a massive disservice to reduce her story to just her mastery of brand naming. She was so much more than that. She was a masterfully talented artist and jewelry maker, collector of antiques, art and stories. She was just a magical, funny, warm, opinionated, hilarious, storytelling, whiskey drinking proud Texan. I loved everything about her.”
-Robb Smigielski, Chief Design Officer, Led the Brand Identity and Design Studio at VMLY&R
“In the ten years that I worked with Robin, I don’t remember her ever, not once, letting anything cause her to be overly negative or lose her optimism. She never let the pressures or politics of work change her demeanor. She was unfailingly upbeat, even when things weren’t going her way business-wise, and spent her energy on figuring out how to make things better and looking forward rather that grumble about the present.
‘I honestly can’t remember a moment where she seemed beat down or unhappy. Because of that demeanor, she was also a huge cheerleader, a person who supported and heartened her friends.
‘It’s a long story, but there were a couple of early years at TRG that were the hardest and most challenging in my career (due to people conflicts, not the work!). I’ll never forget Robin’s encouragement during that period – she would pop in my office after hearing about some discussion that happened and give me one of her little pep talks, tell me not to buckle and placate others but do what I thought was right. I can’t tell you how many of those little boost moments there were over the years. And she did this for many others! It takes an awful lot of energy and time to be positive, and it’s a rare person that spends their resources on others like that – Robin just had an endless well to draw from.”
-Jeff Barfoot, Partner, Co-CEO, and Chief Creative Officer, *TraceElement
“She is part of my earliest memories. Her reputation of brilliance and artistic skill loomed large in my young mind. I was a bit of an arrogant child. The only thing that kept me humble and hungry was seeing Robin’s work and realizing that I had so much more work to do. Knowing Robin was out there, working hard, thinking, and doing fantastic work captured my imagination. She became my yardstick, my north star, and my Muse.
‘I was formally introduced to Robin at the art school at West Texas State University. I was amused to learn that we were alike in many ways. We were both driven by a competitive fire. We were utterly consumed by art, design, and the beauty of everyday things. By contrast, she was as open and friendly as I was, reserved and cautious. She graciously shared what she knew and what she had. Which was good because borrowing from her incredible collection of art supplies helped stretch my meager budget through at least three semesters.
‘She was quick to laugh, and she made me laugh. I learned that she was a great writer. And that made me work to become a better writer too.
‘This pattern continued through college—Robin, out there blazing trails and, without knowing, lighting the way for me. I became enthralled by her stories about her internship at RBMM in Dallas. Her stories brought to life the people and energy of a place and a profession that, back then, I could only dream of but was desperate to join.
‘And with that, she compelled me to work harder and opened a door. Her connections became my connections. Her reputation of greatness became the reputation of the program. I firmly believe that the designers I met with agreed to meet with me because of her. And it was at a rather raucous house party, at Robin’s house, that I met my first of only two employers.
‘Robin didn’t just influence my life. She helped to shape it.
‘Again, Robin compels me to be better.
‘Her death deeply saddens me. But I am eternally grateful to have had the light of her life to follow. She was and will remain my North Star.”
-Jeffrey Mckay, Creative Director, Pennebaker
“Robin was the type who attached deeply to anyone she liked and would do anything in her power to help out where needed. Surrounded by sometimes wacky chaotic energy of an artist community like the Cedars helped her stay young at heart and met her needs at a time when her needed it. Some folks just slog along and endure sorrow, but I was so proud of her ability to move on and find a life she truly loved. That joy was evident to anyone who met her.
‘She didn’t enter the world with a silver spoon in her mouth, nor attempted to manipulate or cajole her way to the top. The long list of jaw-dropping accomplishments in her career came by way of sheer talent, hard work, and tenacity. She could be as hard headed as steel, but in many ways it’s that exact quality that helped her crack the glass ceiling in an industry that is full of what we still jokingly call “mad men.”
I don’t recall how she found the Cedars but I do remember the day Robin came bouncing into my shop on NW Highway all excited about this amazing apartment she was going to look at. I could tell she was already sold on the notion of living in this old Warehouse that was a grain mill from a time when Dallas was young and awkward and was more about cotton than commerce. Anything that was old, wonky, or strange was terrifically captivating to Robin. The American Beauty Mill ticked every box and her face glowed as she sat at the long wooden table behind the cashier’s desk, counting out on her fingers all the cool things about the building and her apartment in specific.
I am going to say that the reason she moved down there was two fold; she was at a time in her life and career where she was feeling stuck. Her rented home in north Dallas didn’t fit HER and she knew it. It was always a stop-gap, but a home where she could raise three boys after a nasty divorce and provide them a good education. Later when they moved off to college, it was still a meeting spot for many of their friends. She always loved having boys around: it was Boy Energy that she surrounded herself with while working in her aerie, with soccer, football, cricket and tennis on the background.
Almost as soon as setting foot in the Beauty Mill, Robin started telling me about the, talented, fun, and amazing people she met. There was the girl and her husband on the second floor who raised tons of plants–she later found out they were also the reason for the fish pond on the ground level. The journey of discovery of the Cedars more largely grew as she made friendships in that building–having dinner parties on her rooftop deck and inviting folks to share a glass or wine or a cutting of a plant. I know she was heartbroken to move out of the Beauty Mill, but the continued neglect of the building made it hard to live in her lovely aerie, which seemed to invite more trouble than other units by dent of the location at the top–so more windows meant more problems with wind and rain damage. Electricity was a huge issue. We all wanted her to move and she agreed, but she wanted to stay near to her Cedars. Those friendships she had forged spending countless nights at the bar and as many Saturday mornings at the artist meetup at Full City Rooster. Robin was the type who attached deeply to anyone she liked and would do anything in her power to help out where needed. Surrounded by sometimes wacky chaotic energy of an artist community like the Cedars helped her stay young at heart and met her needs at a time when her needed it. Some folks just slog along and endure sorrow but I was so proud of her ability to move on and find a life she truly loved. That joy was evident to anyone who met her.
How did living among creatives help her own creativity? Well that’s a pretty obvious answer. She loved the proximity of all the creative energy in the building and in the neighborhood itself. She never had to go far to run into someone in the arts, be it film, painting, photography, costume design, art direction, and the like. She felt embraced and at home in the enclave of the cedar.
-Chris Unruh, 7-year friend, Owner of Makers Connect located in DFW.
“Shortly after moving in, Robin had the entire wall covered floor to ceiling with artwork, every surface covered with antiques, globes, jewelry, and numerous plants trailing out the front door.
‘I first spoke with Robin when she attended an art critique in the studio across the street. She stood out with her insightful questions and suggestions after carefully listening to each artist present their work. I assumed she was an art professor.
‘A former board member of Cedars Open Studios, Ayres helped the organization define its voice and pulled every resource she had to help us succeed. She also knew how to work with artists and respect their talent”
-Jennifer Jobe, Friend and neighbor at the American Beauty Mill, a building in the Cedars. Robin served on the board of Cedars Open Studios, a nonprofit that promotes artists in the neighborhood. Jennifer is a textile designer and the president of Cedars Open Studios.
“It’s difficult to find a way to explain how amazing my mother was. But behind the scenes is where she really shined. She carried so much on her shoulders, but her boys never wanted for anything.
‘Mom loved unconditionally, fiercely, and had her own bright light that couldn’t be ignored. She taught us to see things in our own light, unbiased perspective, be an individual! Our world is a little dimmer now that she has left us. But, I like to think that she’s left a little bit of her spirit and love with each and every person she touched. She guides me every day, and I hope she inspires many more to come!”
-James Ayres, oldest son, lives in DFW and is a fabrication and installation specialist for a metal works company
On Robin’s creativity and compulsion to make art out of found objects
“Mom was an amazing woman. She had a big heart and always gave everything she could to those around her. She was creative beyond belief, finding the beauty and artistic potential in all aspects of the world around her. She encouraged us (her three sons) to try our best to do the same.
‘We spent Saturday’s going on adventures all around Dallas to see art shows and other unique experiences that she believed would help us grow into artistically expressive young people. She supported young artists in any way she could, even if it meant paying entirely too much for a piece at an art festival.
‘I like to think she lives on in some way through the people she encouraged to create artwork of their own and that brings me some sort of comfort or joy.
‘On road trips to my grandparent’s house mom would always stop at this place in Quanah, Texas. It’s literally called the Quanah Junk Store, I believe, at least that’s what we called it. She would find pieces to create art with there. She would pull things from the bins of rusted metal and say “oh cool” or “that’s pretty neat” and you could hear it in her voice, she was genuinely excited.”
On Robin’s professional life
“My mom worked extremely hard to provide a good life for us. She worked long hours often times not coming home until late in the evening. She also ensured this in no way made our lives harder as her children. She would ensure we always had great nannies who would make sure we got our homework done and that we played outside instead of gluing ourselves to the TV all afternoon.
‘She loved her work but didn’t always love where she worked. The world of advertisement is dominated by men, and it was even more so like this 30-40 years ago. It was hard at times working at RBMM and it did sometimes spilt over into our home lives, but Mom always found a way to make it right and to shield us from the true hardships she faced at work sometimes.
‘She was really happy at VLMY&R, and wished she could have had more time there to thrive and enjoy her work.”
-Kirby Ayres, middle son, teacher and coach in Denton ISD
“My Mom loved to be creative, especially when she could be creative with another person. She would approach a spontaneous at-home craft project with her sons with the same level of enthusiasm as she did any major naming or design project.
‘She seemed to have a lot of respect for the people she worked with, even (or especially) when someone had a much different skillset than her own. She truly believed in the power of a name. I think she was very proud of her role in helping to define a brand for her clients.
‘She assembled a whole army of “namers” over the years. They were various writers, past coworkers, or creative friends and family who would contribute unfiltered name lists for a given project. She was always very quick to give credit to whichever namer had come up with the final name a client landed on. I think she was pretty proud to work with all of them. They were like the wonder friends of words, I imagine.”
‘[She] was a fiercely dedicated single mom. She fought hard in the office for the amazing career she had. But she fought even harder at home to make our house a space for creativity, free expression, and as much peace as can be had in a household of three sons.”
‘I guess I always knew she was cool and intensely creative, but truthfully I thought she was sort of a quiet nerd (which is cool in its own way of course).”
-Nathan Ayres, youngest son, 3D environment artist, works at a VR game studio, lives in San Francisco
