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The Richards Group Founder Leaves Company After Racist Comments

Stan Richards sitting with head in hand.
KERA
Stan Richards on KERA TV's "CEO" in 2010. His namesake advertising firm is facing high scrutiny after Richards called a proposed ad for Motel 6, which is also based in North Texas, "too Black” for the hotel chain's “white supremacist constituents.”

Stan Richards, founder of Dallas-based advertising firm The Richards Group, is stepping down after making racist remarks during a pitch meeting last week.

The Dallas Morning Newsreports Richards, 87, announced his decision Thursday in a video call to the company's over 600 employees.

Glenn Dady, The Richards Group's creative director, published a statement about Richards' departure on the company's website.

"Our brand has been tarnished," part of the statement said. "We understand and regret the pain and concerns of all those who were deeply troubled by the words our founder spoke."

The company is facing high scrutiny after Stan Richards called a proposed ad for Motel 6, which is also based in North Texas, "too Black” for the hotel chain’s “white supremacist constituents.”

The company gained national notoriety after coming up with Motel 6's iconic “We’ll leave the light on for you” slogan in 1986. It's the largest independently owned advertising agency in the country.

The Richards Group is facing high scrutiny after founder Stan Richards called a proposed ad for Motel 6, which is also based in North Texas, "too Black” for Motel 6’s “white supremacist constituents.”
Anita Snow
/
Associated Press
Motel 6 was one of The Richards Group's best know clients. The advertising firm had about $200 million in revenue in 2019, according to the Dallas Morning News.

“Despite being so famous, so well known, so big in size, they are not free to belittle minority communities and get away with it,” said Newly Paul, a journalism and advertising professor at the University of North Texas.

The incident has already cost the firm several clients. Since the news broke the companies, Keurig Dr Pepper, H-E-B, Cracker Barrel and Home Depot have all cut ties with The Richards Group.

In a statement about severing their relationship with the firm, Keurig Dr Pepper said they “stand against discriminatory acts or speech of any kind and expect everyone associated with our business to hold themselves to the same standards.”

Paul said the controversy shines a light on the company culture at The Richards Group.

“There is a cost at being so racist at not realizing how they were harming employees and that their philosophy was not in tune with the times," Paul said. "The company really needs to take a long hard look at their internal culture.”

Paul thinks this will be a moment of racial reckoning for the advertising industry as a whole.

Video: Stan Richards In 2010

This is developing story.

Got a tip? Alejandra Martinez is a Report For America corps member and writes about the economic impact of COVID-19 on marginalized communities for KERA News. Email Alejandra at amartinez@kera.org. You can follow Alejandra on Twitter @_martinez_ale.

KERA News is made possible through the generosity of our members. If you find this reporting valuable, consider making a tax-deductible gifttoday. Thank you.

Alejandra Martinez is a reporter for KERA and The Texas Newsroom through Report for America (RFA). She's covering the impact of COVID-19 on underserved communities and the city of Dallas.