The Richards Group, Inc.

Last Modified: 12-15-2021

http://www.richards.com
Ownership: Privately Held
Size: 201-500

Overview

Company Summary

We’re a fiercely independent, nonprofit-owned, people-run branding agency. Dallas has been our home for 46 years. Our unique position in the industry allows us to focus on your business, our people, and the communities we serve–in ways that profit-centered agencies simply can’t. We believe our independence gives us a latitude, flexibility, and focus that most other agencies don’t enjoy. As brand builders, we’re free to focus on our clients and the work. We don’t waste time with shareholder whims, network politics, or Wall Street distractions. As partners, we’re transparent, nimble, and wonderfully accessible – there are no firewalls to climb or outside opinions to navigate.

Contact

2801 N. Central Expressway
Dallas, TX 75204-3663
P: 214-891-5700
F: 214-265-2933

Rob VanGorden
Chief Growth Officer
[email protected]
214-891-7615

Offices

The Richards Group
8750 North Central Expressway
Dallas, TX 75231-6437
214-891-5700

The Richards Group,Inc.
2801 N. Central Expressway
Dallas, TX 75204-3663
214-891-5700

Global Service Capabilities

South America;Mexico
Because we’re independent, we’re unencumbered by the network ties that create forced alliances. In other words, we’re free to choose the best agency for you in each market by the quality of their work, not by the name on their door.

Staff

Total Number of Employees

Office Employees: 201-500
Total US: 201-500
Total Worldwide: 201-500

Glenn Dady
Creative Director/Principal
Glenn joined The Richards Group in 1980 after graduating at the top of his class from ArtCenter College of Design. Advertising Age soon named him one of the “100 Best and Brightest Young People in Advertising.” Adweek selected him for their Creative All-Star Team four times. His art direction and design have been honored repeatedly throughout his career by The Art Directors Club, The One Show, Communication Arts, Lürzer’s Archive, the Clios, and Cannes.

Quite simply, Glenn is a master of his craft. A gifted creative thinker–particular, inventive, original – and an intuitive problem-solver. But what makes him truly unlike any other is his innate ability to inspire and lead.

In December 2019, Glenn was named successor to Stan Richards. Glenn’s new role as principal/creative director comes with the responsibility of managing all the day-to-day operations of the largest independent agency in America. Glenn will continue to serve as a mentor across disciplines and motivate the entire agency through his singular focus on, and passion for, the work.

A native of Colorado, Glenn sneaks in a couple of trips a year to the mountains with his wife, sons, and their families. He also boasts the agency’s largest collection of water guns.

Rob VanGorden
Business Development/Principal
Here’s the thing about Rob: He used to command tanks. Yep. Great big Abrams M1s, with gun turrets, grenade launchers, and everything. And you know what? He was good at it. By the time he’d put in six years of service, Rob had earned a Bronze Star and an Air Medal for combat actions in the Gulf War.

That was in addition, of course, to graduating with distinction from the U.S. Army Infantry and Armor schools.

So. Knowing this, you sort of have to wonder why Rob left the military to market Velveeta for Leo Burnett in Chicago. Near as we can figure, he seriously misunderstood the phrase “guerrilla marketing.” Either that, or he was tired of being shot at.

Regardless, the army’s loss was advertising’s gain. After a successful run on Kraft Food accounts like Parkay, Kraft Salad Dressing, and Altoids, Rob made the move to North Carolina, where he served as a vice president at Trone Advertising.

Since joining The Richards Group in 1998, Rob has spearheaded agency efforts on Chick-fil-A, Motel 6, Bridgestone, Firestone, and Cayman Islands Department of Tourism; led the charge for Georgia Power, Kiwi shoe polish, Omni Hotels & Resorts, and NatureSweet tomatoes; and gone to battle for Broyhill Furniture, Lane Furniture, Biltmore, and Wawa. He will probably do even more once we find some new military puns.

Rob serves on the board of the Children’s Chorus of Greater Dallas. An accomplished photographer and triathlete, he shares a happy home with his wife, Jill, and their four children (Matthew, Sarah, Meghan, Jack). When time permits (and with four kids, it usually doesn’t), he enjoys cruising around town in his vintage VW convertible. Wearing an army helmet. Making weird “ker-pow!” noises with his mouth. At least, that’s what we like to think.

Sue Batterton
Chief Creative Officer
Sue spent her childhood writing stories. She’s spending her adulthood doing the same thing. The New York native was one of those verbally gifted little kids who started honing her authorial voice as soon as she could hold a pencil.

After graduating from UNC-Chapel Hill, she worked as a wordsmith in agencies throughout the Southeast. Since joining The Richards Group in 2010, Sue has written for clients Ram, Chrysler, Chick-fil-A, ULTA Beauty, and Vanity Fair Lingerie. Over the years, her writing has been honored by The One Show, Communication Arts, Lürzer’s Archive, and the National ADDY Awards.

But don’t think for a second that Sue gave up writing-writing. She earned an M.F.A. in fiction and poetry as a Michener Fellow at the University of Texas, where she was nominated for Best New American Voices.

Sue is married to her favorite writer, Peter. The two recently collaborated on their most ambitious project to date: son Leo.

Chris Ferrel
Chief Strategy Officer
Chris likes to talk about tech. Sometimes at major tech conferences just down the road in Austin (Chris is a repeat speaker at SXSW Interactive); other times as far away as Copenhagen (like the time he presented at Radiodays Denmark). More often, however, it’s as our Chief Strategy Officer, in which role Chris leads strategy efforts for some of America’s best-known brands in retail, consumer packaged goods, healthcare, and technology.

During his tenure at The Richards Group, Chris has empowered Texas educators with #TeachersCan, helped America “Reclaim the Kitchen” with Wolf, taught families the fundamentals of healthy eating with Mott’s “Teachable Tastes,” and landed Snapple in Lil Nas X’s music video for “Old Town Road.”

Before joining us, Chris managed lunch ladies, sold guitars, and developed software for musicians. He’s a Cornhuskers alum and earned his MBA in digital media management from St. Edward’s University. When not fixated on a liquid-crystal display, Chris enjoys hanging out with his brilliant wife, Ashley, and their kids, Margot and Ford. As far as we know, Chris is the first Nebraska-born lunch lady manager to marry a Dallas Cowboys cheerleader.

Trevor Monteiro
Head of Media Strategy
Trevor’s a Renaissance man.

In his downtime, he studies, practices, and partakes in psychology, design, writing, gaming, comedy, and singing. Which sounds both exhaustive and exhausting. Never mind that this is all in addition to what Trevor does during work hours–namely, strategize and manage media placements for some of the industry’s largest clients.

After graduating from the University of Texas at Austin, Trevor went to work for Starcom Mediavest Group and spent over a decade learning the ropes before eventually leading the charge for respected brands across a dozen categories, including ASICS, Best Buy, Disney, Microsoft, Olive Garden, and Procter & Gamble. His restaurant experience alone spans ten different concepts and clients, which explains why we tapped him in 2016 to oversee all media matters for Firehouse Subs.

When not working or designing or writing or singing, Trevor enjoys spending time with his wife and daughter. And, we imagine, painting ceiling frescoes. While sculpting. #renaissance

Nikki Wilson
Chief Talent & Culture Officer
Nikki’s a newbie to the ad industry, though not to the people profession. She’s been around the human resources block a few times (and around the world, or awfully close to it).

While at General Motors, Nikki gained global leadership experience in Bangalore, Dubai, and Korea, leading strategies that supported talent growth and workplace cultural change. Today, she’s charged with doing the same (and then some) at The Richards Group. In her newly created role, Nikki will create an inclusive and diverse space where everyone has the opportunity for a great employee experience.

Recognized as a bridge builder and an employee coach, Nikki wants to help others succeed in their careers. Her own journey was shaped as a Clark Atlanta University and The Ohio State University alum. Nikki’s energy, empowering nature, and expertise are obvious the moment you meet her. Which may happen sooner than you realize, because she’ll likely come find you. It’s just her style.

Clients and Brands

Client & Brands	Start Date
Charles Schwab Corporation Charles Schwab Corporation	01-01-2014
National Vision Eyeglass World America''s Best Contacts & Eyeglasses	01-01-2015
Southeastern Conference (SEC) Southeastern Conference (SEC)	01-01-2016
Flowers Foods Flowers Foods	01-01-2018
Cayman Islands Department of Tourism Cayman Islands Department of Tourism	01-01-2018
Orkin Orkin	01-01-2007
UCHealth UCHealth	01-01-2016
Credit One Bank Credit One Bank	01-01-2019
Ram Trucks Ram Trucks	01-01-2009
Firehouse Subs Firehouse Subs	01-01-2016

Billings & Revenue

Billing / Revenue Ranges Number of Clients
Billing < $1M and/or Agency Revenue < $200K 13
Billing > $1M and < $3M 8
Billing > $3M and < $5M 8
Billing > $5M and < $10M 6
Billing < $10M and < $25M 3
Billing < $25M and < $50M 5
Billing > $25M 1

Billing / Revenue Ranges	Number of Clients
Billing < $1M and/or Agency Revenue < $200K	13
Billing > $1M and < $3M	8
Billing > $3M and < $5M	8
Billing > $5M and < $10M	6
Billing < $10M and < $25M	3
Billing < $25M and < $50M	5
Billing > $25M	1

Total Gross Media Placed by this Office
$101 - 300 Million

Allocation Percent of Media Placed by this Office
Local Broadcast: 27%
National Broadcast: 16%
Digital: 46%
Print: 5%
Out of Home: 6%

Types of Services

Service Offering Revenue
Digital/Interactive | Website Development, Hosting, Monitoring 38
Advertising - General Market/ Traditional 30
Digital/Interactive | Mobile and Wireless 14
Business-to-Business 4
Public Relations 3
Brand Consulting 3
Marketing Data Analytics 3
Health Care 2
Sales Promotion 1
Direct Marketing 1
Event Marketing 1

Service Offering	Revenue
Digital/Interactive \| Website Development, Hosting, Monitoring	38
Advertising - General Market/ Traditional	30
Digital/Interactive \| Mobile and Wireless	14
Business-to-Business	4
Public Relations	3
Brand Consulting	3
Marketing Data Analytics	3
Health Care	2
Sales Promotion	1
Direct Marketing	1
Event Marketing	1

Industry Experience

Agency Profile