The Richards Group, Inc.

Last Modified: 08-05-2026

http://www.trg.agency
Ownership: Privately Held
Size: 201-500

Overview

Company Summary

We make memories that move markets. The brands that grow are the ones people remember, so we design ideas that earn attention and stick – for days, for decades, for when it matters most. By combining whole-human strategy, high-attention media, and high-emotion creativity, we ensure our work isn’t just seen, it’s unforgettable. Our fiercely independent agency is built on a simple principle: pay the most attention. To our clients. To culture. To communities. And to each other. This is our operating system, shaping how we listen, collaborate, challenge, and deliver. It’s why our partnerships endure and why the brands we build do too. For 50 years, TRG has helped build some of America’s most iconic brands: Chick-fil-A. The Home Depot. Ram. Schwab. Love’s Travel Stops. World’s Best Cat Litter. Crazy Water. Our greatest successes are tied to some of America’s most memorable stories, while our own story is one of results, respect, and award-winning work.

Contact

2700 Commerce Street
Dallas, TX 75226
P: 214-891-5700
F: 214-265-2933

Zac Pritchett
Chief Development Officer
[email protected]
(512) 569-4394

Offices

TRG
2700 Commerce Street
Dallas, TX 75226
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

Pete Lempert
Chief Executive Officer

Zac Pritchett
Chief Development Officer

Terence Reynolds
Chief Creative Officer

Chris Ferrel
Chief Strategy Officer

Michelle Gardner
Chief Financial Officer

Rhonda Contreras
Chief Collaboration Officer

Randy Bradshaw
Chief Technology Officer

Jessica Walker
Managing Principal

Christopher Owens
Executive Strategy Director

David Eastman
Executive Creative Director

Clients and Brands

Client & Brands	Start Date
Charles Schwab Corporation Charles Schwab Corporation	01-01-2014
Southeastern Conference (SEC) Southeastern Conference (SEC)	01-01-2016
Choctaw Casinos & Resorts	12-31-2015
World's Best Cat Litter (Kent Pet Group) World's Best Cat Litter	01-01-2022
Floor & Decor Floor & Decor	01-01-2023
Oklahoma Energy Resources Board OERB OERB Oklahoma Energy Resources Board OERB	01-01-2019
Love's Travel Stops Love's Travel Stops Love's Travel Stops Love's Travel Stops	11-01-2025

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: 43%
National Broadcast: 5%
Digital: 38%
Print: 2%
Out of Home: 12%

Types of Services

Service Offering Revenue
Advertising - General Market/ Traditional 30
Digital/Interactive | Website Development, Hosting, Monitoring 25
Digital/Interactive | Mobile and Wireless 14
Business-to-Business 4
Brand Consulting 3
Marketing Data Analytics 3
Event Marketing 1
Direct Marketing 1
Sales Promotion 1
Content stategy & development 0
Media Planning 0
Media Buying 0
Influencer Marketing 0

Service Offering	Revenue
Advertising - General Market/ Traditional	30
Digital/Interactive \| Website Development, Hosting, Monitoring	25
Digital/Interactive \| Mobile and Wireless	14
Business-to-Business	4
Brand Consulting	3
Marketing Data Analytics	3
Event Marketing	1
Direct Marketing	1
Sales Promotion	1
Content stategy & development	0
Media Planning	0
Media Buying	0
Influencer Marketing	0

Industry Experience

Agency Profile