Hispanic Heritage
Pedro Lerma

By Johanna Hoyos

The founder of LERMA/ Agency, Pedro Lerma, was born in Dumas, Texas. He had hard working Mexican parents who both worked at a meatpacking plant. After graduating high school, Pedro attended Midwestern State University (MSU) in Wichita Falls, Texas. He explains that it was more a social experience for him than an educational experience. As a result, Lerma ended up not finishing. However, Pedro is proud to share that he is completing his bachelor's degree this December at 53. While at MSU, Lerma worked selling airtime for a radio station. Through that experience, he met Craig Draper, who owned an advertising agency. One day, Draper asked Pedro, “Why don’t you come to work for me?” Pedro thought that seemed like a pretty good idea. He had enjoyed visiting the agency and meeting the team, so he accepted the job and began his journey as an ad man.

In 1998, Lerma moved to Dallas and started working for The Richards Group, one of the most prominent advertising agencies in the country. He began as an account supervisor within their digital division, where he showed initiative in how to run the operation, make it competitive, and monetize the work. He was eventually made Principal of the group. Under the mentorship of Dick Mitchell – the division's Managing Principal- Lerma built the company to 120 people, the most prominent affiliate within The Richards Group's family of companies. Eventually, Lerma was asked to launch a Hispanic division there. Pedro thought to himself, “I can do this. I’ve been trained in one of the best agencies in the world to connect brands and people through creativity, and now I'll do that for the Hispanic market." As a result, Richards/Lerma launched in 2009. The agency was conceived as a full-service agency, but with his digital background, it had a clear advantage in what it could offer clients. Not only could the agency deliver television, radio, print and outdoor creativity, but Richards/Lerma could guide clients into digital and social media with more capability than any Hispanic agency in the country. “I am a big fan of innovation. I feel lucky that I grew up in a digital world where I had to adapt constantly or become irrelevant. It made me embrace change,” says Lerma. That makes him a visionary leader who is always at the forefront of market changes, whether digital or creative.

Although based in the United States, Richards/Lerma eventually expanded into Mexico. It allowed for international business experience and expansion. He admits there was a significant learning curve in doing business in another country. But his attitude to most challenges is learning, adapting, and improving. And it’s because of that attitude that he’s been able to reinvent himself and the agency, time and time again, to stay ahead of the pack.

The Hispanic market has changed dramatically due to demographic shifts in the United States. Today, Hispanics are the fastest-growing market segment, and most of that growth comes from U.S.-born Hispanics. And with marketers expecting more and more from smaller advertising budgets, they can easily reach for easy solutions in an increasingly complex market. The result, at times, has been to assume that they can get the Hispanic market with their general market (English language) efforts. The flaw in that thinking is that Hispanic influence in the U.S. is at an all-time high. That influence represents a significant opportunity for marketers and their brands. But they have to change the way they think.

“2020 was a year of multicultural awakening," says Lerma. The George Floyd murder caused a moment of reflection in society, corporate America, and advertising. Brands came out with public pledges to do better with how they engage with their multicultural customers, employees, and communities. It was, of course, focused on the Black community, but the multicultural society took notice of those promises. Promises to hire and promote more people of color, to contribute to causes that benefit underrepresented communities, to hire more diverse suppliers, and to spend more on minority-owned media. And to the extent that they live up to those promises, they will be doing the right thing, but they will also see a significant return on investment.

“Our time is now,” says Pedro. For years we saw Black Influence on American culture – in music, film, business, and government. “I applaud how that community has united to make those things happen. And I’m starting to see our Latino community do the same.” That influence is seen in music, where Bad Bunny is the biggest artist in the world – singing in Spanish. It is also seen in blockbusters like The Heights, Coco, and Encanto. And we’ve begun to see it in politics and business as well. That influence means brands can lead with insights and creativity rooted in Hispanic culture, even in their general market work. The result can connect with our community and appeal to the masses simultaneously.

“We are at a time when our ethnic and racial identities should not be hidden; rather, they should be embraced and celebrated by society as a whole,” emphasizes Lerma. “People have come to value more diversity of race, ethnicity, thought and life experiences, and so, the idea of being your whole self is a real possibility for everyone.”

LERMA/ Agency recently completed the construction of their new offices in downtown Dallas. As a part, the agency continues to focus on the future and innovation. Part of their new office includes an emerging technologies lab focusing on Web3.0 and e-Sports. Young people spend more time in gaming environments than watching television. This enormous shift will dominate the future of American culture and brand building, and LERMA/ will lead the way.

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Editor’s pick: “We are at a time where our ethnic and racial identities should not be hidden; rather, they should be embraced and celebrated by society as a whole,” emphasizes Lerma

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For additional information about the agency and its capabilities, visit https://lermaagency.com/

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Photographer credit: Stewart Cohen Pictures

LERMA/ Agency: Channeling Creativity for Good