The Richards Group Is Changing Its Name to TRG, Reports Ad Age

The move comes just weeks after the agency's 18-story Uptown Dallas headquarters building was sold to a New York firm and local investors. As Ad Age notes, the name change will further distance the agency from its founder Stan Richards, who stepped down in 2020 after making racially offensive remarks during a call about an agency ad.

Leading Dallas-based ad agency The Richards Group is changing its name and logo to TRG, according to an Ad Age report.

“We think of this less of a change and more of a transition,” an agency spokeswoman told Ad Age, confirming the change. “Our goal is to celebrate what has made us successful—creativity, collaboration, inclusivity and innovation. Shortening our name allows us to celebrate our past, our present, and our fearless future.”

Move comes after sale of agency’s Uptown tower

The move comes just weeks after the agency’s 18-story Uptown Dallas headquarters building was sold to a New York firm and local investors.

The 18-story high-rise, at Cityplace at North Central and Blackburn near downtown Dallas, was designed by architect firm Perkins&Will and built in 2015 to house the agency’s HQ and its then-600+ employees. “It’s undecided” whether the agency will remain a tenant in the building, the Dallas Morning News has reported.

Founder stepped down amid 2020 controversy

As Ad Age notes, the name change will further distance the agency from its founder Stan Richards, who stepped down in 2020 after making racially offensive remarks during a call about an agency ad. The incident led to a loss of key accounts, followed by layoffs.

“Stan Richards hasn’t been a part of our agency since October of 2020—and as of last week, is no longer our landlord—but we did let him know about the evolution of our agency’s brand identity,” the spokeswoman told Ad Age. “He wants us to succeed and understands our desire to transition to a new look and a far more progressive outlook.”

“There’s a huge amount of work left to be done when it comes to our new visual identity and no final timetable on when we officially adopt TRG,” she added. “But it is official that we are different—we are a people-run, nonprofit-owned creativity collective.”