Branding Insights From An Advertising Pioneer

Gort Productions
Stan Richards talked about some of the prominent campaigns developed during his advertising career.
During a featured presentation on Wednesday morning, Stan Richards, creative director of The Richards Group and a 1999 inductee into the Art Directors Hall of Fame, talked about his group’s work on campaigns with The Home Depot, Chick Fil-A, Salvation Army and the Atlanta Falcons.

Here are a few quotes from the session:

– On The Richards Group’s “Rise Up” campaign for the Atlanta Falcons: “Consistency builds trust, and trust can revive a city. Okay, so winning doesn’t hurt, either. Rise Up is now in the DNA of the city. As an executive with the Falcons told us, ‘We couldn’t get rid of Rise Up if we wanted to.’”

– On “Eat Mor Chickin” for Chick-Fil-A: “I was walking by one of our staffer’s offices and there it was, ‘Eat Mor Chickin’ misspelled. His idea was for just a single outdoor advertising assignment. I immediately thought that that is not one piece of outdoor. It is for a much, much bigger campaign. And so it was.”

 – On what makes for good sports creative: “The first task for any advertising executive is to make the reader like the advertiser. Make them laugh, do something to endear the viewer to the brand. It’s no different than a car salesman. The first thing they want to do is get the customer to like them. It should be no different with a sports advertiser.”
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Related Topics:

Home Depot, Atlanta Falcons, TES, Media

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