Stan continues with a side story many people
are not aware of. “Preceding me into the Hall of
Fame was Steve Horn, a brilliant photographer,
cinematographer, and director. It just so happens that
he and I were roommates at Pratt Institute. I bet that’s
the only time in history a pair of college roommates
were elected into the Art Directors Hall of Fame.”
My phone calls to clients all extolled the virtues
of Richards and his agency’s work. Carl Sewell,
the Chairman of Sewell Automotive, enthuses,
“What I like best about Stan is his relentless drive
to excellence. We have worked with The Richards
Group for more than 30 years. His standard never
drops. It only rises. When you combine that with his
laser focus on creativity, you have the very best and
The Richards Group is the very best.”
A call to Isabella Cunningham, the Ernest A.
Sharpe Centennial Professor in Communication
and Department Chair at University of Texas at
Austin reveals a critical key to this entrepreneur’s
success. “Stan is the one person I know who has
always believed in education in advertising. Stan is
a wonderful supporter. He comes and teaches at the
university and is an integral part of the department
who has helped us shape our program.” Incidentally,
according to Cunningham, UT Austin offers the
number one advertising program in the nation and
is the only university to offer a doctorate program in
Perhaps the most iconic creative that has proven
the power of advertising are the beloved Chick-fil-A
cows. “Everyone wants a cow,” Richards smiles.
For 17 years, The Richards Group has represented
the chicken chain now outselling KFC. Plus, Chick-fil-A is only open six days a week. Now that’s brand
“It was David Salyers (Vice President National
And Regional Marketing for Chick-fil-A) who came
to the agency to let us know we were to be their new
agency partner. They were a very small advertiser at
the time, but as of a couple of months ago we passed
KFC to become America’s number-one chicken
chain. That’s despite our having 1,720 restaurants
versus KFC’s 4,660 units,” exalts Richards.
During a spring break vacation with his family,
David Salyers took some time to describe just how
his company found The Richards Group. “In our
search to find our next ad agency, we reviewed over
100 of the top agencies in the country,” he notes.
“We selected the top three to do a project for us that
we worked on together to get a feel for our working
relationship. In the end it really didn’t come down to
the work, because all three agencies were immensely
talented. Along the way I asked Stan and his team
this question: ‘We may never be your biggest client...
what would it look like to be your favorite client?’
His answer and our experience working with Stan
and The Richards Group during our project told me
what we needed to know. Whenever we hire someone
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