at Chick-fil-A, we look for what we call the 3 ‘C’s...
competency, character, and chemistry. All three
agencies had the competency we needed. In the end
it was character and chemistry that ruled the day! The
result has been an amazing relationship that produced
the 4th ‘C’...Cows!”
To be sure, those hoodwinking “Eat Mor Chiken”
cows are relevant to a broad demographic appealing
to everyone, young and old. My own son, who does
loves burgers, always opts for a Chick-fil-A sandwich,
bemused by the billboards and commercials he sees.
“With every passing day the cows are happier,”
Steve Robinson, the Executive Vice President and
Chief Marketing Officer of Chick-fil-A tells me.
Robinson says the priority at The Richards Group has
always been creative that breaks through the clutter.
“We don’t see anything that Stan has not approved.
He is fully engaged and took us under his wing.”
The Richards Group continues its steady assent
integrating and adapting with the current. I asked
Stan how a good “creative guy” responds to digital
and social media demands, specifically if he tweets.
“I don’t tweet, because it’s time-consuming to already
have a Facebook and LinkedIn profile.” Coupled
with an immense plate of daily responsibilities he still
makes time for a four-mile early morning run.
“I don’t have time to spend on social media, so
I do not have a Twitter profile. But it’s the biggest
change in what we do in the advertising industry that’s
ever occurred. The opportunities are extraordinary.
Social media requires a huge amount of learning—on
my part and on the part of everyone who has grown
up with traditional media. We all have to adjust to
opportunities in social media and, generally, digital
media. I think we as a firm have probably done as
good a job, maybe better, as any other agency at fully
integrating those functions into what we do. It’s been
difficult and sometimes painful, but we’ve had to
learn, because that is where the future lies.”
It hardly matters that Stan Richards is an
octogenarian. It is, however, remarkable that his
agency has outgrown their NorthPark-area digs
enough to inspire him to construct an entirely new
building on the old Hank Haney space at the corner
of Blackburn and Central Expressway. When opened
in late December this year (or early January 2015), The
Richards Group’s offices will occupy the top eight
floors and the lobby area of the 18-story building.
The parking garage will take up nine floors. “Much
of the top floor will be a fitness center for all of our
people. There will be a large central stairwell that
will accommodate all 700 of us for our frequent get-
togethers,” the remarkably fit founder says.
I wasn’t really trying to predict the future of Dallas.
The city has far surpassed any expectations I had
for the advertising and design community. It’s
been fabulous to watch Dallas grow up in both
realms, and I’ve been a beneficiary of that. It was
an extraordinary stroke of luck that brought me
here in the first place.”