TRG

What TRG does

TRG is an independent, full-service advertising agency headquartered in Dallas, Texas at 2700 Commerce Street, Suite 100A. Founded in 1976 as a design agency, TRG has operated for 50 years building brand campaigns for major American enterprises — across consumer, automotive, financial, agricultural, retail, tourism, and entertainment categories. Its service portfolio spans strategic brand planning, creative development, media planning and buying, and marketing effectiveness measurement. Notable accounts have included Ram, Chick-fil-A, Orkin, The Home Depot, Charles Schwab, Sub-Zero/Wolf/Cove, the Cayman Islands Department of Tourism, Flowers Foods, Dave's Killer Bread, Choctaw Casinos & Resorts, and World's Best Cat Litter.

In 2021 TRG restructured into a nonprofit-owned, people-run enterprise, a structure designed to permanently shield the firm from sale or distant-board management and to preserve creative independence. Leadership transitioned in 2025 with Pete Lempert (a 30-plus-year TRG veteran) succeeding Glenn Dady as CEO and Terence Reynolds being named Chief Creative Officer after his induction into the Southwest Advertising Hall of Fame.

The agency operates as a professional services firm, generating revenue through agency fees, project-based creative engagements, and ongoing retainer arrangements with brand-of-record clients. Customer acquisition is sales-led via strategic pitches and AOR appointments; recent 2025 wins included Love's Travel Stops (effective January 2026), KIOTI, Gameway, and Swensons Drive-In. The firm leverages thought leadership channels (LinkedIn, YouTube, the Effectiveness Speaker Series in partnership with the Ehrenberg-Bass Institute, and PR in Ad Age, Adweek, and PR Newswire) as top-of-funnel demand generation. The current private, nonprofit-owned corporate structure means TRG does not raise external capital and is reliant on organic client growth.

Name

TRG

Legal name

TRG, Inc.

Website

https://trg.agency

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1–10 employees

Short description

TRG is a Dallas-based, independent full-service advertising agency (founded 1976) that provides brand strategy, creative development, and media planning for enterprise clients across automotive, retail, financial services, food, and tourism industries under a nonprofit-owned, people-run structure.

Ownership category

akta.pro rank

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Advertising and Marketing Services: TRG generates revenue through providing creative advertising, brand strategy, media planning, and marketing services to enterprise clients. Revenue is derived from agency fees, creative project work, and ongoing retainer arrangements with brand clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

TRG is a full-service independent advertising agency that creates brand campaigns, develops strategic creative work, plans and buys media, and provides brand strategy and marketing effectiveness services for enterprise clients across multiple industries. The agency works with major American brands such as Chick-fil-A, Ram, Orkin, The Home Depot, Charles Schwab, and the Cayman Islands Department of Tourism on long-term agency-of-record engagements spanning strategic creative, media, digital, and social marketing.

Product overview

TRG is a Dallas-based advertising agency offering comprehensive marketing and advertising services. Founded in 1976, the agency provides strategic creative development, brand campaigns, media planning and buying, and digital/social marketing services. The agency works with clients across diverse sectors including automotive (Ram), food service (Chick-fil-A), home improvement (The Home Depot, Floor & Decor, Sub-Zero/Wolf/Cove), pest control (Orkin), tourism (Cayman Islands), and financial services (Charles Schwab, Texans Credit Union). TRG operates as a nonprofit-owned, people-run enterprise and has been recognized for nearly 50 years of brand-building work.

Differentiator

Problem solved

Functional benefit

Products and services

• Advertising and Marketing Services

Quantifiable outcome

• 353 million paid media impressions with 65 million video completes, 1.6 million website visits, and over 1,500 showroom appointments for Sub-Zero/Wolf/Cove campaign
• +4 more outcomes

Named customers15 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Love's Travel StopscoreGTM or Marketing Partner · 20 November 2025Love's Travel Stops named TRG as its strategic creative and media agency of record, starting in January 2026. This partnership follows Love's recent initiatives including hiring a CMO and launching a media network, with TRG supporting brand and marketing growth.
• Ehrenberg-Bass InstituteminorStrategic or Co-development Partner · 18 September 2025TRG hosts events featuring Associate Professor Justin Cohen of the Ehrenberg-Bass Institute for their Effectiveness Speaker Series, discussing evidence-based brand growth principles.
• Swensons Drive-IncoreGTM or Marketing Partner · 2 July 2025Swensons Drive-In, a restaurant chain, 'Parks' at TRG as their agency of record.
• KIOTIcoreGTM or Marketing Partner · 5 June 2025KIOTI, a manufacturer of compact tractors and utility vehicles, appointed TRG as agency of record for strategic creative and media services.
• GamewaycoreGTM or Marketing Partner · 13 May 2025Gameway appointed TRG as agency of record for its advertising and creative services.
• Dave's Killer BreadcoreGTM or Marketing Partner · 24 April 2024TRG's Brand Strategy Director Anna Scott Philips participated in Fergus O'Carroll's On Strategy Showcase podcast discussing Dave's Killer Bread's billion-dollar brand expansion strategy.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Anomaly: Independent creative agency with a strong focus on brand strategy and integrated campaigns for enterprise clients, occupying a similar competitive set to TRG in AOR pitches.
• RPA: Independent creative agency serving major consumer and enterprise brands with full-service advertising, directly comparable in business model and target client profile.
• Mother: Independent creative advertising agency known for unconventional, brand-building campaigns for major consumer and enterprise clients, competing for the same type of enterprise AOR business as TRG.
• 72andSunny: Independent creative agency that builds culturally connected brand campaigns for major enterprise clients, directly comparable to TRG's brand-building, creative-led positioning.
• Wieden+Kennedy: Iconic independent creative agency known for long-term brand partnerships (Nike, etc.) and award-winning creative work, comparable to TRG in independence status and enterprise brand focus.
• Duncan Channon: Independent creative shop known for emotionally resonant brand work and effectiveness discipline, closely mirroring TRG's evidence-based creative approach and independent operating model.
• TracyLocke: Dallas-based advertising and brand engagement agency of similar scale, directly competing with TRG for regional and national enterprise clients in the same market.
• The Richards Group: Fiercely independent Dallas-based creative advertising agency of similar vintage and scale, serving enterprise brands with full-service creative, media, and brand strategy — the closest geographic and structural analog to TRG.
• GUT Agency: Independent creative network built on entrepreneurial culture and effectiveness-driven creativity, sharing TRG's emphasis on outcomes-based brand building for major brands.

Broad incumbents

• Publicis Groupe: Global advertising holding company whose network agencies (Leo Burnett, Saatchi, etc.) compete with TRG for the same enterprise AOR business at the largest brand level, offering broader geographic and capability scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8quLQhq6eLPp9gJI0B4Xmg
• Facebookfacebook.com/TRGCreativity
• LinkedInlinkedin.com/company/trgagency
• Instagraminstagram.com/TRGCreativity
• Xx.com/TRGCreativity

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TRG