The Richards Group Gets The Top Radio Mercury Prize


NEW YORK — Creative featuring “fresh, top-of-mind execution” is what led The Richards Group to earn the $50,000 Best of Show award at the 2017 Radio Mercury Awards, held Thursday night at Stage 48 in midtown Manhattan.

The creative shop took the honors for its Motel 6 campaign.

“This campaign continues the Motel 6 narrative in a refreshing and relevant way,” said Mark Gross, founder and creative director of Highdive Advertising and chief judge for this year’s awards.

The 26th annual awards presentation featured 15 winners, which Gross said “represent creative radio at the highest level.”

Erica Farber, President/CEO of the Radio Advertising Bureau and chair of the Radio Creative Fund, added, “The best creative storytellers, with the ability to engage consumers and build brands, always shine bright at this even. Motel 6’s campaign and all of this year’s winners epitomize the art of stellar radio creative.”

As previously reported, the 2017 Marketer of the Year Award was presented to T-Mobile.


This year’s event was produced by the RAB, presented by Hubbard Radio in partnership with iHeartMedia, and sponsored by Beasley Broadcasting, Bonneville International, CBS Radio, Cherry Creek Radio, Cox Media Group, Cromwell Group, Emmis Communications, Entercom Communications, E.W. Scripps, Forcht Broadcasting, Katz Radio Group, Marketron, Miller Kaplan Arase LLP, MoreFM, Neuhoff Media, Nielsen Audio, Salem Communications, Townsquare Media, Triton Digital, United Stations Radio Network, Univision Radio, vCreative, and Westwood One.

Below is a list of the winning spots. To listen to all of the work awarded at tonight’s ceremony log onto

$50,000 Best Of Show
2017 Motel 6 Campaign
Motel 6
The Richards Group

$5,000 Agency/Production Spot
Motel 6
The Richards Group

$1,500 Agency/Production Spot

Heineken / Dos Equis
Havas New York

$1,500 Agency/Production Spot
Toyota Dealer – Two

$1,500 International Radio Showcase
Gourmet Meals
Ogilvy & Mather Group HK

$1,500 Best Promotional Showcase
Townsquare Media Live Events – Baconfest
Townsquare Media of El Paso

$3,000 Best Use of Radio In an Integrated Campaign

GE Podcast Theater Presents: Life.Af/ter

$1,500 Big Idea
Stereotypical Trump
Creative Against Contradictions

$1,500 PSA Spot

Unfairy Tales – Ali

$5,000 Radio Campaign

It’s Really Time to letgo

$1,500 Radio Campaign
Long Story Short – 1
Fitzgerald + Co

$5,000 Radio Station Produced
Mattress Firm
Hubbard Radio

$1,500 Radio Station Produced
John Quincy Adams
Cyprus Air Fireplace
iHeartMedia Creative Services Group

$3,000 Spanish Language Single/Campaign

Covered California

$1,500 Student Produced Spot
Tidy Cats Cat Litter
The Creative Circus