DALLAS (Mar. 14, 2016) – The Southeastern Conference (SEC) has selected The Richards Group, the largest independent brand-building shop in the United States, as its agency of record. The Richards Group will be responsible for developing brand strategy and integrated marketing campaigns to tell the larger story of the SEC. This will include television, digital, radio, print, out-of-home and localized material that can be used by the conference and each of its member schools. The new work will launch later this year.
“The selection of The Richards Group is the culmination of the hard work and focused attention of our Image Enhancement Committee, which was tasked with developing a consistent and effective messaging strategy to promote the Southeastern Conference,” said Greg Sankey, SEC commissioner. “As a conference, we are well known for our athletics accomplishments, but there is so much more to the story of the SEC. We determined that The Richards Group is the right agency to help us tell the greater stories of our student-athletes, coaches, alumni and leaders and the positive impact they are having on the world.”
Founded in 1933, and grown to include 14 schools across the southeastern United States, the SEC works to equip student-athletes for success in competition and in the classroom with the goal of providing a collegiate experience that prepares them for life after athletics. The SEC sets high standards of academic and competitive sports achievement for its men’s and women’s teams in 21 sports.
Trent Walters, principal on the SEC account for The Richards Group, said, “The SEC is unlike any other athletic conference out there. For some, the SEC is a way of life. Fans and supporters of SEC teams are passionate. Our job will be to not only unify, energize and grow this dynamic fan base but also harness that passion as a gateway to help people learn more about all the great things the SEC is doing.”
About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include the brands of Cardinal Health, Chick-fil-A, Dr Pepper Snapple Group, FIAT USA, GameStop, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, TGI Fridays and Wolf. Total billings for the agency were $1.39 billion in 2015. The Richards Group can be found at richards.com or on Twitter, @RichardsGroup.
About the Southeastern Conference
A pioneer in the integration of higher education and athletic competition, the Southeastern Conference is a leader on the national landscape for intercollegiate athletics in the 21st century. Since its formation in 1933, the SEC has achieved stature and stability by designating governing/voting power to the presidents of the member institutions. These university leaders determine the policies of the conference, and through the years, this involvement has been the principal source of strength in the evolution of the SEC. Throughout its history, the SEC has provided leadership on the vital issues facing intercollegiate competition. Alabama, Auburn, Florida, Georgia, Kentucky, LSU, Mississippi, Mississippi State, Tennessee and Vanderbilt have been in the SEC since its formation in 1933. The league has expanded twice, adding Arkansas and South Carolina in 1991, then Missouri and Texas A&M in 2012.
