The Richards Group
TRG, formerly The Richards Group, is a Dallas-based advertising and marketing agency serving consumer, retail, hospitality, financial, food, beverage, automotive, and institutional clients.
Last updated August 31, 2026
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Overview
The Richards Group is a Dallas, Texas advertising and marketing agency founded by Stan Richards. Its origins date to 1953, when Richards began undertaking freelance design work in Dallas; the business developed into a full-service advertising agency in 1976. The firm built its reputation through integrated creative work spanning advertising, public relations, promotions, brand strategy, and sports and entertainment marketing for colleges and universities. The agency became particularly associated with long-running, highly recognizable campaigns. Its radio work for Motel 6, centered on the line “We’ll leave the light on for you,” became one of the most prominent campaigns in American advertising and was later included by Advertising Age among the top 100 campaigns in U.S. history. TRG also created the advertising platform featuring the Chick-fil-A cows, whose cultural visibility led to their induction into the Madison Avenue Advertising Walk of Fame in 2007. Its “Farmer” commercial for Ram Trucks was among the highest-rated advertisements in USA Today’s 2013 Super Bowl Ad Meter. These campaigns helped establish the agency as a major independent creative shop with national reach. The Richards Group expanded its client portfolio across food and beverage, retail, home improvement, telecommunications, financial services, automotive, travel, hospitality, and entertainment. Notable client relationships included Motel 6, Home Depot, H-E-B, Keurig Dr Pepper, Shiner Bock, Blue Bell Creameries, Dish Network, Ram Trucks, Chick-fil-A, Choctaw Casinos, Dave’s Killer Bread, and others. In addition to conventional advertising, the agency worked on public relations, promotions, media, brand identity, and experiential or sports-related marketing. The firm faced a major crisis in 2020 after founder Stan Richards made racist comments during an internal discussion. Motel 6 and Home Depot ended longstanding relationships with the agency, while other clients—including Keurig Dr Pepper, Shiner Bock’s brewers, and H-E-B—also departed. Richards, who had already delegated much of the agency’s daily management as part of a succession plan, resigned soon afterward. Glenn Dady became chief executive officer in 2020, and the firm undertook changes intended to address leadership, culture, and direction. In 2022, the agency adopted the shorter name TRG, explicitly seeking to distance the operating business from its founder and communicate a new phase for the company. It also relocated its headquarters from Dallas’s Uptown area to The Stack, a Hines-developed office and retail project at 2700 Commerce in Deep Ellum. During this period, TRG added senior leaders including chief financial officer Michelle Gardner and chief creative officer Sue Batterton, while Nikki Wilson became chief talent and cultural officer. The agency continued producing work for clients such as Thermacare, Choctaw Casinos, and Dave’s Killer Bread. Leadership changed again in 2025 when Pete Lempert succeeded Dady as CEO. Lempert had joined the agency in 1994, became a principal in 1996, and held senior business-development and managing-principal roles before becoming chief executive. Dady retired alongside the transition after a career of nearly four decades with the agency. In April 2025, long-serving creative executive Terence Reynolds became chief creative officer. In November 2025, Love’s Travel Stops selected TRG as its strategic creative, media, and brand agency of record, with the engagement scheduled to begin in January 2026. The appointment indicated that TRG remained active as an independent agency while continuing to reposition its brand and capabilities after the 2020 crisis.
History
The Richards Group began in Dallas in 1953, when Stan Richards worked as a freelance designer. The business later developed from a design operation into a full-service advertising agency in 1976. Its growth was driven by creative advertising and long-term client relationships, with the agency eventually providing advertising, public relations, promotions, media, and sports and entertainment marketing for colleges and universities. Motel 6 became a client in 1986. The agency's work for the hotel chain, particularly the radio campaign built around the promise that the company would “leave the light on,” became one of its defining achievements and was later recognized among the leading advertising campaigns in American history. TRG also developed the Chick-fil-A advertising platform featuring anthropomorphic cows. The characters became a durable part of the restaurant brand and were inducted into the Madison Avenue Advertising Walk of Fame in 2007. The agency received Adweek Agency of the Year recognition in 1988, 1990, 1994, and 2002. Its “Farmer” commercial for Ram Trucks was also highly ranked in USA Today's 2013 Super Bowl advertising survey. During the 2010s, the agency continued to broaden its client base. It became agency of record for Blue Bell Creameries in 2016 and was selected by Dish Network as creative agency of record in 2018. Its wider work included brands and organizations in food, beverage, retail, home improvement, automotive, financial services, telecommunications, travel, and casino entertainment. The company's most serious turning point came in 2020. Racist remarks made by Stan Richards during an agency discussion led to the loss of Motel 6, after a relationship lasting 34 years, and Home Depot, which had worked with the agency for approximately 25 years. Keurig Dr Pepper, the brewers of Shiner Bock beer, H-E-B, and other clients also departed. Richards had been transferring much of the day-to-day management to senior creative leaders as part of a succession plan, but he resigned after the controversy. Glenn Dady became CEO in 2020. The agency pursued cultural and organizational changes after the crisis. It appointed Sue Batterton as its first chief creative officer and Nikki Wilson as chief talent and cultural officer in 2021. The agency also continued producing work, including a projection for Choctaw Casinos on Dallas's Leaning Tower and later campaigns for Thermacare, Dave's Killer Bread, and Choctaw Casinos. In 2022, it changed its name to TRG, a decision intended to separate the operating agency from the founder's identity and signal a new direction. It also moved from Uptown Dallas to The Stack, a Hines office and retail development at 2700 Commerce in Deep Ellum, following the sale of its former building. TRG remained active in the 2020s while changing senior leadership. Michelle Gardner joined as chief financial officer in 2022. In March 2025, Pete Lempert became CEO after a long career at the agency that included business leadership for Corona Beer, Nokia, Advance Auto Parts, Charles Schwab, and Orkin. Dady retired in connection with the transition. In April 2025, Terence Reynolds, an approximately 30-year agency veteran, was promoted to chief creative officer. In November 2025, Love's Travel Stops appointed TRG as its strategic creative, media, and brand agency of record, with work scheduled to begin in January 2026.
- 2025
Pete Lempert becomes CEO
[1]Pete Lempert succeeds Glenn Dady as chief executive.
- 2022
The agency rebrands as TRG
[1]The Richards Group adopts the TRG name and relocates its Dallas headquarters to Deep Ellum.
- 2021
New creative and cultural leadership is added
[1]Sue Batterton becomes chief creative officer and Nikki Wilson becomes chief talent and cultural officer.
- 2020
Founder resigns after racism scandal
[1]Stan Richards resigns following racist comments and the departure of major clients.
- 2018
Dish Network selects the agency
[1]Dish Network appoints The Richards Group as its creative agency of record.
- 2016
Blue Bell Creameries appoints the agency
[1]The Richards Group becomes agency of record for Blue Bell Creameries.
- 2007
Chick-fil-A cows enter the Madison Avenue Advertising Walk of Fame
[1]The cow characters created for Chick-fil-A receive advertising-industry recognition.
- 1986
Motel 6 becomes a client
[1]The agency begins a relationship with Motel 6 that lasts more than three decades.
- 1976
The business becomes a full-service advertising agency
[1]The company expands beyond design into full-service advertising.
- 1953
Stan Richards begins freelance design work
[1]Stan Richards starts the Dallas design practice that eventually develops into The Richards Group.
Products and positioning
An independent, full-service advertising and marketing agency emphasizing integrated creative, brand strategy, media, public relations, and promotional work for consumer and institutional brands.
Advertising service
Integrated advertising campaigns
TRG develops integrated campaigns across television, radio, digital, social, outdoor, and other media. Its historical work includes national brand platforms for Motel 6, Chick-fil-A, and Ram Trucks, combining strategic positioning with distinctive creative execution.
Brand consulting
Brand strategy and identity
The agency provides strategic and creative support for brand positioning, identity, messaging, and market evolution. These capabilities support both new campaigns and broader changes to how clients present themselves to consumers.
Marketing communications
Public relations and promotions
Alongside paid advertising, TRG has offered public relations, promotional programs, and related communications services. The work is intended to connect brand campaigns with publicity, customer engagement, and market activation.
Experiential marketing
Sports and entertainment marketing
TRG has handled sports and entertainment marketing for colleges and universities and has produced entertainment-oriented work for clients such as Choctaw Casinos. These programs extend the agency's role beyond conventional advertising into experiences and partnerships.
Controversies
2020
Racist comments by founder trigger client departures
Stan Richards made racist comments during an agency discussion. Motel 6 and Home Depot ended longstanding relationships, and other clients including Keurig Dr Pepper, Shiner Bock's brewers, and H-E-B also left. Richards subsequently resigned from the agency.
Marketing campaigns
- 2023Dave’s Killer Bread second-chance employment campaign
United States
TRG created spots for Dave's Killer Bread supporting the company's second-chance employment approach for people with incarceration histories.
- 2023Choctaw Casinos former Dallas sports stars campaign
United States
TRG produced Choctaw Casinos spots featuring former Dallas sports stars, connecting the casino brand with local sports recognition and regional entertainment culture.
- 2022Thermacare campaign with Ken Jeong
United States
TRG worked with actor Ken Jeong on a campaign for Thermacare, using a recognizable entertainment personality to communicate the product's consumer benefits.
- 2020Choctaw Casinos Leaning Tower projection
United States
TRG projected an advertisement for Choctaw Casinos onto Dallas's Leaning Tower as an out-of-home promotional execution.
- 2013Ram Trucks “Farmer”
United States
TRG created the “Farmer” television commercial for Ram Trucks, using rural and agricultural imagery to position the brand around endurance, work, and American farming culture.
Outcome. The commercial ranked among the highest-scoring Super Bowl advertisements in USA Today's 2013 Ad Meter.
- 1995Chick-fil-A cows
United States
TRG developed Chick-fil-A's advertising featuring cows encouraging consumers to eat chicken. The characters became a durable national brand asset.
Outcome. The cows were inducted into the Madison Avenue Advertising Walk of Fame in 2007.
- 1986Motel 6 “We’ll leave the light on for you”
United States
TRG created the long-running Motel 6 radio platform built around the promise that a light would remain on for travelers. The campaign became one of the agency's best-known pieces of work and was recognized by Advertising Age among the top 100 campaigns in American advertising history.
Outcome. The campaign became an enduring advertising reference, although the Motel 6 account ended in 2020 after the racism controversy involving Stan Richards.
Brand decisions
2025
Pete Lempert succeeds Glenn Dady as CEOOtherBackground
The transition followed Dady's tenure as CEO and his retirement after nearly four decades with the agency.
Action taken
Pete Lempert was appointed CEO after serving in senior business-development and managing-principal roles.
Aftermath
The transition preserved continuity through a long-serving internal executive while TRG continued evolving its agency model.
2025
Terence Reynolds becomes chief creative officerOtherBackground
Reynolds had spent approximately three decades at the agency and most recently served as an executive creative director and member of the creative council.
Action taken
TRG promoted Reynolds to lead its creative output and mentor talent.
Aftermath
The appointment strengthened continuity in the agency's creative leadership while emphasizing talent development.
2022
Rebrand from The Richards Group to TRGStrategyBackground
The agency sought to distance its operating identity from founder Stan Richards and communicate a changed direction after the 2020 controversy.
Action taken
The company adopted TRG as its public-facing name and relocated its Dallas headquarters.
Aftermath
TRG continued operating as an independent advertising and marketing agency with refreshed leadership and client work.
2020
Stan Richards resigns and Glenn Dady becomes CEOOtherBackground
The leadership change followed racist comments by founder Stan Richards and the loss of several major clients.
Action taken
Richards resigned, and Glenn Dady took over as chief executive.
Aftermath
The agency began a post-crisis leadership and cultural transition while continuing to operate under the Richards Group name for a period.
Recent events
- 2025
Pete Lempert becomes CEO of TRG[1]
Leadership change
Long-serving agency executive Pete Lempert succeeded Glenn Dady as chief executive, while Dady retired.
- 2025
Terence Reynolds named chief creative officer[1]
Leadership change
Agency veteran Terence Reynolds was promoted to lead TRG's creative work and support creative-talent development.
- 2025
Love's Travel Stops appoints TRG as agency of record[1]
Other
Love's Travel Stops selected TRG for strategic creative, media, and brand-agency responsibilities, with the partnership planned to start in January 2026.
- 2022
The Richards Group rebrands as TRG[1]
Other
The agency adopted the TRG name and moved its Dallas headquarters to The Stack in Deep Ellum as part of a post-founder repositioning.
Sources1 sources
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