Stellantis and TRG Part Ways

Auto giant Stellantis has ended its 15-year AOR relationship with TRG (formerly known as The Richards Group). The agency has served as creative AOR for the company’s Ram Truck brand. 

The carmaker said that for now there is no replacement to serve as agency of record and that work is being dispersed to other agencies on its roster including Doner and Highdive. 



Olivier Francois, Global CMO, Stellantis issue a statement: 

"After a more than decade-long partnership that inspired award-winning work, including the Ram brand's critically acclaimed 'Farmer' commercial that continues to be called one of the best Super Bowl commercials ever, the Ram Brand and Dallas-based advertising agency The Richards Group have amicably decided to end their AOR relationship as the Ram Brand enters a new era with its industry-changing trucks and vans.” 

TRG CEO Glenn Dady also issued a statement: 

“Our partnership with Stellantis has come to an end after 15 years. We could not be prouder of the work we have done with Stellantis’s global portfolio including Ram Trucks, Ram Commercial, Fiat, Jeep, Dodge, and Alfa Romeo. Our work together has won acclaim and awards and includes one of the most consequential Super Bowl ads of all time, “Farmer,” which helped propel Ram to become one of the best-selling trucks in America. We wish Stellantis a future that sustains the successes we achieved together, and we are thankful for the 15 years of partnership.”  

Ram was one of the agency’s largest clients that stuck with it during a tumultuous period four years ago when the founder of the agency, Stan Richards, made racist statements about then client Motel 6’s customers. Motel 6 fired the agency as did a number of other clients including Home Depot and Keurig Dr Pepper. 

In a bid to reinvent itself, the agency rebranded to TRG. Richards apologized and stepped down.

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