For The Richards Group every day is brand new. The independent advertising agency specializes in creating loyalty for its customers' brands through marketing, public relations, and sales promotions. Services include creating company or product names and inventing corporate identities, as well as graphic design, packaging, analytics, digital marketing, and marketing for certain niches, including sports, entertainment, and minorities. Founded by Stan Richards in 1965, the group builds brand awareness through everything from print ads to employee uniform design. It has molded the public's perception of such brands as Amstel Light, Fruit of the Loom, GameStop, Motel 6, The Home Depot, and Red Lobster.
At a time when advertising firms are losing clients because of the economic downturn, The Richards Group won an important victory in late 2008 when long-time client Home Depot decided to stick with the agency. Home Depot sifted through proposals from more than 20 ad agencies before selecting The Richards Group to create a refreshed campaign for the home improvement giant. At that crucial time, The Richards Group fended off competition for the $580 million Home Depot account from global advertising powerhouses including Interpublic's Hill Holliday; Omnicom's GSD&M Idea City; and WPP Group's JWT.
In addition to Home Depot, the company has a long-standing client relationship with Chick-fil-A and is responsible for the memorable campaigns featuring those desperate survival-minded cows advising people to eat more chicken. The agency also created Motel 6's "We'll leave the light on for you" campaign featuring Tom Bodett. – less