The Richards Group founder called a Motel 6 pitch 'too Black' — five clients walked

In September 2020, Stan Richards — the 88-year-old founder of The Richards Group, one of the largest independent advertising agencies in the United States — reviewed a creative pitch for a Motel 6 campaign. He dismissed it as 'too Black,' a comment that became public and triggered immediate backlash from clients and staff.

The client exodus was swift and devastating. Motel 6, a client for 34 years, left within days. Home Depot, a 25-year client, followed. Keurig Dr Pepper, H-E-B, and Spoetzl Brewery (Shiner Bock) all departed by late October. The agency that had built its reputation on long-tenured client relationships lost five cornerstone accounts in two weeks.

On October 15, 2020, Richards announced he was stepping down, stating 'I am firing myself.' Glenn Dady, who had been named successor in a December 2019 succession plan, took over as CEO. In 2022, the agency rebranded from 'The Richards Group' to 'TRG' to distance itself from its founder, overhauled its leadership structure, and hired its first Chief Creative Officer and Chief Talent and Cultural Officer.