Additional Practices

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Unlike most agencies of our size, we never disconnected media from creative. At our place, the media team sits side by side with art directors, copywriters, strategic planners, public relations pros, and data analysts (not in a separate building or a separate city). We see media as a critical tool for enhancing the message, because media provides that critical connection where the customer and the brand intersect. Influencing where this intersection occurs allows us to maximize the potential of every media decision and dollar.

Jim Gaither: Principal/Brand Media – Broadcast/Cable and Audio/Video

His business card doesn’t say “The Fixer,” but it could. After 30-plus years in media, there’s scarcely a situation Jim hasn’t been called upon to sort out.

Attracted to The Richards Group’s forward-thinking approach to media, he made the move from Tracy-Locke in 1987. Today, Jim heads up our group responsible for broadcast and digital streaming media negotiation. He also coordinates planning and negotiating efforts for direct-response clients.

Jim is a member of the 4A’s Media Measurement Committee. He’s also a past adjunct advertising and media instructor at Southern Methodist University and Texas Tech University.

No smartphone selfies for this guy; he’s an honest-to-gosh, figure out the right aperture, film speed, shutter speed, and lens length kind of photographer. In other words, Jim knows how to “fix” a photo.

Cort Gorman: Principal/Brand Media

The Gorman laugh. Distinctive? That’s putting it mildly. Loud? That’s putting it honestly. Infectious? We’ll let you decide. (Our vote is yes.)

Before joining The Richards Group in 1988, Cort spent four years at TM Advertising. At The Richards Group, Cort oversaw strategic media direction for accounts including Motel 6, Cole Haan, Sub-Zero, Neiman Marcus, TGI Fridays, Travelocity, Centex Homes, MetroPCS, Sotheby’s International Realty, and many more. He was also responsible for establishing our print negotiating group.

Now a principal, Cort oversees all aspects of digital media and traditional media. He’s also responsible for the media analytics group, the social media group, and the out-of-home negotiating group.

In his spare time, he enjoys waterskiing, snow skiing, golfing, and the lifetime pursuit of the ultimate roller coaster. Cort also likes a good joke; tell him one when you see him. Then stand back.

Cheryl Huckabay: Principal/Brand Media

Cheryl is a media ninja. Scratch that – she’s a full-on media sensei. She leads our agency’s integrated planning efforts with cool-headed authority and a knack for creating sound media strategy that verges on the uncanny. Since joining The Richards Group in 2001, she has served a diversity of clients: MD Anderson Cancer Center, Sub-Zero, Chuck E. Cheese’s, and Biltmore, to name a few.

Along with accolades such as the 2011 Alliance for Women in Media Award of Excellence in Digital Media and the Jack Myers Innovation & Creativity Gold Award, Cheryl has earned her black belt in paid search, targeting technology, SEM, DSPs, social media, gaming, and advanced measurement.

A proud alum of UT-Austin, Cheryl loves her Longhorns almost as much as she loves watching her clients dominate emerging technology. Almost.

Mary Price: Principal/Brand Media

First impressions are sometimes wrong. Mary’s the perfect example. When clients first meet her, they’re introduced to a petite and poised woman – and so expect an equally petite and poised demeanor. What they soon discover is that Mary’s a shrewd negotiator, one who loves to aggressively keep track of where the money goes.

After graduating from the University of Texas, Mary joined Tracy-Locke to work with Phillips 66, Embassy Suites, Frito-Lay, and Pepsi. She came to The Richards Group in 1993, planning media for Motel 6, Children’s Medical Center Dallas, Chick-fil-A, Nokia, and

Mary believes that creativity and innovation are not just the purview of art directors and copywriters. She now leads the agency’s media team (planning and negotiating) and, under her leadership, our clients’ media plans have been recognized with several significant awards celebrating innovation in media.