Richards Group

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2003 Rating: 1.5 stars

2002 Rating: 2.5 stars

The Dallas independent saw its fortunes fade from 2002, when its wins included Hyundai Motor America and its dealer association. The creative portion on the national account is estimated at $20 million.

Though in 2003 it racked up Linens `n Things, Red Roof Inns, Gemstar-TV Guide International's TV Guide and other business worth an estimated $92 million, Richards lost an estimated $177 million-plus, including Nokia (which accounted for more than half that sum), Sabre Holdings Corp.'s Travelocity, Pergo and PepBoys. (As an independent agency, Richards has decided not to defend accounts that go into review unless they're part of a government-mandated process.)

Richards said it increased staff slightly this year. For Home Depot in February, it launched "You can do it. We can help," which won praise from the retailer. It also repositioned and relaunched TV Guide. Richards' eight-year Chick-fil-A "Eat mor chikin" campaign continues to be fresh, as well as the Fruit of the Loom commercials.


Richards is trying to rebound from hefty 2003 losses. It kept Home Depot from expanding its roster after the retailer brought in a new chief marketing officer. It will look to replace business in lost categories including travel, retail and tech.