The Richards Group, now known as TRG, is an advertising agency in Dallas, Texas, United States. The company was recognized as an Adweek Agency of the Year in 1988, 1990, 1994, and 2002.[1] TRG’s “We’ll leave the light on for you” radio campaign for Motel 6 was named one of the “Top 100 Ad Campaigns in American History” by Ad Age magazine before the agency lost the business due to a racism scandal.[2] Its “Farmer” TV ad for Ram Trucks was one of the highest-scoring Super Bowl spots in USA Today’s 2013 “Ad Meter” ranking. The Chick-fil-A cows created by TRG were inducted into the Madison Avenue Advertising Walk of Fame in 2007.[3]
In October 2020, following racist comments made by the agency's founder, Stan Richards, the company lost two of its longtime clients, Motel 6 (34 years) and Home Depot[4]