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Donald C. Richards

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Information about Donald C. Richards

Profile image of Donald C. Richards

Profession

Category:
BusinessMakers
Occupation(s):
Advertising Executive
Media Executive
Association Chief Executive

Favorites

Favorite Color:
Blue
Favorite Food:
Thanksgiving Dinner
Favorite Time of Year:
Fall, Summer
Favorite Vacation Spot:
Italy
Favorite Quote:
A Long Journey Begins With One Step.

Birthplace

Born:
2/24/1938
Birth Location:
Chicago, Illinois

Profession

Category:
BusinessMakers
Occupation(s):
Advertising Executive
Media Executive
Association Chief Executive

Favorites

Favorite Color:
Blue
Favorite Food:
Thanksgiving Dinner
Favorite Time of Year:
Fall, Summer
Favorite Vacation Spot:
Italy
Favorite Quote:
A Long Journey Begins With One Step.

Birthplace

Born:
2/24/1938
Birth Location:
Chicago
See how Donald C. Richards is related to other HistoryMakers

Biography

A leading proponent of diversity and affirmative action in the marketing and entertainment industries, advertising executive Donald C. Richards was born in Chicago on February 24, 1938. Richards earned a B.A. in anthropology from the University of Chicago in 1959.

Richards taught high school for a year in Chicago before returning to the University of Chicago to earn his M.A. in history in 1962. He then spent three years at IBM as a systems manager before joining Leo Burnett Worldwide, one of the world's largest advertising agencies, in 1966. During his twenty-two years at Leo Burnett, Richards became the company's first African American vice president and managed accounts for such clients as Proctor and Gamble, McDonald's, Pillsbury and United Airlines. In his thirty years in advertising, Richards also worked on projects for Coca-Cola and Anheuser-Busch. He returned to Leo Burnett in 1990 to manage the company's global diversity program.

After serving as president of D.C. Richards & Associates, an ad agency specializing in multicultural marketing, Richards joined the Screen Actors Guild in New York as its associate national director of affirmative action and diversity. Richards develops and promotes educational programs, conferences and workshops designed to raise diversity awareness across the entertainment industry. He also works with professional associations of broadcasters and recording artists to help increase minority participation.

See how Donald C. Richards is related to other HistoryMakers
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  • Tape: 1 Story: 1 - Slating of Donald Richards' interview
  • Tape: 1 Story: 2 - Donald Richards lists his favorites
  • Tape: 1 Story: 3 - Donald Richards describes his family background
  • Tape: 1 Story: 4 - Donald Richards describes his father
  • Tape: 1 Story: 5 - Donald Richards describes how his parents met
  • Tape: 1 Story: 6 - Donald Richards describes his mother
  • Tape: 1 Story: 7 - Donald Richards describes the sights, sounds, and smells of his childhood
  • Tape: 1 Story: 8 - Donald Richards describes confronting race issues for the first time
  • Tape: 1 Story: 9 - Donald Richards describes his experiences playing in Abbott Park as a youth
  • Tape: 1 Story: 10 - Donald Richards describes his experiences attending Fenger High School in Chicago, Illinois
  • Tape: 1 Story: 11 - Donald Richards describes his extracurricular activities as a youth
  • Tape: 1 Story: 12 - Donald Richards talks about his high school graduation speech and studying the liberal arts in high school and college
  • Tape: 2 Story: 1 - Donald Richards describes the courses he took at the University of Chicago in Chicago, Illinois
  • Tape: 2 Story: 2 - Donald Richards talks about William Boyd Allison Davis and the lack of black instructors at the University of Chicago
  • Tape: 2 Story: 3 - Donald Richards describes his experiences attending the University of Chicago in Chicago, Illinois
  • Tape: 2 Story: 4 - Donald Richards describes the social culture of the University of Chicago during the early 1960s
  • Tape: 2 Story: 5 - Donald Richards talks about majoring in anthropology at the University of Chicago in Chicago, Illinois
  • Tape: 2 Story: 6 - Donald Richards describes his experiences working as a teacher at DuSable High School in Chicago, Illinois
  • Tape: 2 Story: 7 - Donald Richards describes why he quit teaching and to become a systems engineer for IBM
  • Tape: 2 Story: 8 - Donald Richards describes his experiences working for IBM
  • Tape: 2 Story: 9 - Donald Richards describes being hired as a market research analyst at Leo Burnett
  • Tape: 2 Story: 10 - Donald Richards describes working at Leo Burnett
  • Tape: 3 Story: 1 - Donald Richards talks about the history of the advertising business
  • Tape: 3 Story: 2 - Donald Richards describes his experiences working in the advertising business
  • Tape: 3 Story: 3 - Donald Richards describes his experiences working as an account executive for Leo Burnett
  • Tape: 3 Story: 4 - Donald Richards talks about some of his clients
  • Tape: 3 Story: 5 - Donald Richards describes issues surrounding race in the advertising business
  • Tape: 3 Story: 6 - Donald Richards describes how African American audiences were marketed towards over time
  • Tape: 3 Story: 7 - Donald Richards comments on subliminal advertising
  • Tape: 3 Story: 8 - Donald Richards describes the work that goes into advertising
  • Tape: 3 Story: 9 - Donald Richards describes how African American music and culture has become mainstream
  • Tape: 3 Story: 10 - Donald Richards describes his role as Associate National Director of Affirmative Action and Diversity for the Screen Actors Guild
  • Tape: 4 Story: 1 - Donald Richards describes the evolution of diversity in the film and television industries
  • Tape: 4 Story: 2 - Donald Richards describes how marginalized groups can increase their visibility in the film and television industries
  • Tape: 4 Story: 3 - Donald Richards talks about increasing the quality of film and television roles afforded to minorities
  • Tape: 4 Story: 4 - Donald Richards describes the challenges surrounding diversity in the film and television industry
  • Tape: 4 Story: 5 - Donald Richards shares his hopes and concerns for the African American community
  • Tape: 4 Story: 6 - Donald Richards reflects upon his legacy
  • Tape: 4 Story: 7 - Donald Richards talks about how he would like to be remembered