With over 30 years’ of advertising experience, Jim provides strategic planning and negotiating direction in local, national and digital media for clients as Principal at The Richards Group. Specializing in broadcast and direct response, Jim has brought innovative solutions to Hyundai, Motel 6, Chick-fil-A, TGI Friday’s, MetroPCS and Texas’ largest grocer, H-E-B providing target and marketplace insights to the constantly morphing media consumption patterns of their customers.

Jim manages the media software and research resources for the agency partnering with Nielsen, Arbitron, Experian Simmons, GfK MRI, Telmar, Rentrak, Kantar and Ipsos Mendelsohn to evaluate consumer media patterns and develop optimal audience delivery for clients. He works in concert with the agency’s Media Analytics group to provide experience and insight to proprietary media modeling solutions for cross platform delivery and target acquisition optimization.

He has served as an adjunct advertising instructor at Southern Methodist University and Texas Tech University. Jim has also been a faculty member for the ADWEEK/Mediaweek seminars. Currently, he serves as a member on the 4A’s Media Measurement Committee.

Jim began his career at Tracy Locke in Dallas after receiving his B.A. in advertising at Texas Tech University. Outside of the office, he enjoys pursuing his interest in photography and browsing art/photography galleries and traveling with his wife Kathy. 



Summits Attended

iMedia Agency Summit

The Dynamic Agency Model

iMedia Other Summit

Video Everywhere: TV Marketing Amplified!