Pedro Lerma WINS by building brands while breaking barriers
WINJune 03, 202400:23:2516.12 MB

Pedro Lerma WINS by building brands while breaking barriers

Pedro Lerma - EY Entrepreneur of the Year Nominee 2024 In this episode of "WIN: What's Important Now," host Carrie Richardson sits down with Pedro Lerma, the founder of Lerma, an innovative advertising agency based in Dallas. Pedro shares his entrepreneurial journey, from his early experiences in construction and bar ownership to creating impactful Super Bowl commercials. As a nominee for EY Entrepreneur of the Year, Pedro discusses the significance of leadership, the role of technology...

Pedro Lerma - EY Entrepreneur of the Year Nominee 2024

In this episode of "WIN: What's Important Now," host Carrie Richardson sits down with Pedro Lerma, the founder of Lerma, an innovative advertising agency based in Dallas. Pedro shares his entrepreneurial journey, from his early experiences in construction and bar ownership to creating impactful Super Bowl commercials. 

As a nominee for EY Entrepreneur of the Year, Pedro discusses the significance of leadership, the role of technology in advertising, and his commitment to representing underrepresented groups in his work. 

Tune in for insights on building a successful business, embracing innovation, and the power of inclusive storytelling.

Episode Highlights:

  • Pedro Lerma’s early exposure to entrepreneurship through his uncle’s construction company.
  • The journey of starting and selling a bar in Wichita Falls, Texas.
  • Building a digital practice within The Richards Group in 1998.
  • Launching Richards Lerma and eventually becoming independent in 2021.
  • The impact of having commercials in the Super Bowl for "He Gets Us" and avocados from Mexico.
  • Embracing technology and innovation, including the use of AI to address bias in advertising.
  • The importance of leading brand storytelling with underrepresented groups.
  • Advice for aspiring entrepreneurs in the advertising industry.

Guest Quotes:

  • "I embraced this idea of loving change and not being afraid of it."
  • "Lead your brand storytelling with the underrepresented, and you will absolutely connect with that group, but it has a halo effect that will appeal to much broader audiences."
  • "Study leadership, learn to be a great communicator, and take risks early in your career."

Guest Information:

  • Name: Pedro Lerma
  • Title: Founder of Lerma, Advertising Agency
  • Website: Lerma Agency
  • Notable Recognition: EY Entrepreneur of the Year nominee, Advertising Age’s Small Agency of the Year 2022 and 2023

Links and Resources Mentioned:

  • Lerma Agency: Lerma Agency
  • "He Gets Us" Campaign: He Gets Us
  • Advertising Publications: Ad Week, Advertising Age
  • Books Recommended by Pedro:
    • "How to Win Friends and Influence People" by Dale Carnegie
    • "Primal Leadership" by Daniel Goleman



Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with either of them here: https://randr.consulting/connect

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Carrie and Ian Richardson are partners in Richardson & Richardson Consulting.

Carrie is the founder of the content collaboration agency, Croocial.

Ian is the founder of the strategic consulting firm, Fox and Crow Group.

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