Motel 6 Fires The Richards Group After Agency Founder Calls Ad Concept ‘Too Black’

Home Depot is also ending its relationship following Stan Richards’ remarks

Motel 6 has quickly ended its longtime relationship with The Richards Group. The Richards Group/Motel 6

Motel 6, a longtime client of The Richards Group, has abruptly ended its relationship with the Dallas-based independent agency. The firing comes days after the agency’s 88-year-old founder, Stan Richards, referred to a campaign idea for the brand as “too Black” during an internal meeting that the client did not participate in.

@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.
@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.