Today I attended one of the Atlanta Ad Club luncheons, this one at the Fish Market in Buckhead. Despite the fact that I can always think of a million reasons not to drop everything I’m doing in the middle of the workday in order to attend, as always I was glad I talked myself into it. I urge everyone to go next time you have the opportunity. The speakers are inspiring and the food isn’t bad either. Special shout-outs to David Cohen for doing such a fine job with the program planning this year. Club president Patrick Scullin has given David creative free rein and is to be commended for that as well.

This afternoon’s speaker was Stan Richards, one of my personal heroes. Stan represents the very best of what this industry is about—and that, my friends, is people. He is a man who built an amazing creative firm in the middle of a then small southern city, Dallas, where no one expected his success. And in the process of growing, he shared, and his sharing nurtured so many others, giving them a sense of their own possibilities for entrepreneurship.

The Richards Group has been a creative powerhouse for 55 years and is the largest independent agency in the United States. Stan has always used his imagination as a progressive force; his company’s creativity is second to none. The Richards Group is built upon the personal values Stan exudes, and out of his deep seated beliefs that banding together and working within the context of a common esteem and respect for each other is the best way to do great work.

One of the things he did early on toward achieving this atmosphere of respect was to cut out the insecurities rampant in so many advertising agencies by organizing departments unconventionally. Stan Richards knew somehow just how important it was to break down typical rankings that are apt to stymie the very best of what a creative practice might become. He sort of threw everyone in together—creatives and account folks alike, which created positive synergies that come from listening carefully to what everyone has to say and offer.

The Richards Group is about doing great work— work built around the attributes of core values that touch humanity. Twenty-two years ago, when Motel 6 was a place no one would admit to staying in, for fear of being thought cheap or poor, the Richards Group made it smart to be frugal. Their “We’ll leave the light on for you” campaign made the client hugely profitable and it now boasts the highest brand recognition in economy lodging.

When the Richards Group took on Chik-fil-A, the ideal of finding your voice and message and carrying it out, of asserting independence—was put to the test. They faced three big obstacles: a small marketing budget, no discounts, and the fact that the store was closed on Sundays. The Richards Group gave voice to Truett Kathy’s unique spirit and values. Chik-fil-A grew from one store to 1300 nationwide, without compromising.

There are other phenomenal successes, of course. such as Home Depot and Fruit of the Loom, which prove that the best work is built around the attributes of core values that touch humanity.

Stan is 74, but you’d never know it. In all these years, he too has refused to compromise. He’s always resisted the temptation to sell out to a holding company—to take the money and run, because that’s not the kind of legacy he wants. Stan will be remembered for the inimitable work he’s done and for the way he has fostered creativity at every turn.

When he hires young creatives, he looks for, yes, a great book. But he’d prefer to see three pieces that knock him over rather than 15 that are solidly good. He says he likes a kid who pushes. He looks for people he genuinely likes, because he figures if he likes them, everyone else will enjoy working with them. And he looks for stellar presentation skills, the importance of which I pound into you students daily.

Finally, he demands you “do consistent good work,” four words that seem so simple but require so much—and something Stan is still doing.

I’ll just finish by saying if you’re looking for a hero, you can’t go wrong with Stan Richards.

(And don’t miss the next Ad Club luncheon.)

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