Richards Group CEO and founder resigns following backlash

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The man who started the country's biggest independent ad agency, has stepped down after racially insensitive comments.

Stan Richards, who founded the Richards Group, resigned after first apologizing.

During an ad pitch for, Motel 6, Richards called the proposal " too black. "

Motel 6, Dr Pepper, Home Depot and HEB all have fired the ad agency after they got word of the comments, costing the company greatly.

SMU Marketing professor Steve Lee says this is an effort to stop the bleeding.

"What Stan said is unacceptable in any context. And he of all people should know this. But his stepping down is probably the most appropriate response to this," Lee says.

Lee believes the agency can recover.

In 2014, the University of Texas bestowed its advertising and public relations school with Richards name. They plan to discuss what changes if any they will make going forward.