Motel 6 fires agency after founder describes ad campaign as ‘too Black’

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

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.

Richards also insinuated that some of Motel 6’s customers are white supremacists, according to a person familiar with the matter.

In a statement to Adweek, Motel 6 said it is “outraged by the statements made about Motel 6 and our customers by a member of The Richards Group during one of its internal meetings. The comments were not only completely inaccurate, they are also in direct opposition of our values and beliefs as an organization.”

Motel 6 will keep the lights on for you…

adweek.com