In 2021, Pedro Lerma separated from Richards Group and founded an agency focused on multicultural initiatives. The company produced three Super Bowl commercials in his 2023 year and was named Small Agency of the Year. advertising age. In September, Lerma joined forces with Luis Miguel Messianu and Richard Edelman to form MEL, which focuses on the Latino market.
In an extended Q&A with Dallas 500, Lerma talks about creative risks, his love of music, and his desire to be a rock star.
education: Midwest State University (BAAS)
Birthplace: Dumas, Texas
Best advice: “'Calm down. Nothing out of the ordinary solved it. As a result, I stay pretty calm about most things.'
Proud moment: “We were named Small Agency of The Year by: The era of advertising.“
Selected destination: “I recently visited Paris and found it so fascinating: the history, the beauty, the architecture, the culture. I can't wait to go again!”
Key strategies: “Emotional intelligence and human-centered leadership. We can't do anything without great people around us, and we prioritize them.”
Pivotal moment: “Our parent company went through a financial crisis. I had always wanted to be independent, but this event forced it. So we had to find a way to survive. It made us stronger than ever, and today we are thriving.”
Karaoke songs: “'Possum Kingdom' by Toadies”
Childhood dream: “I wanted to be a rock star.”
Spirit animal: “Maybe it's my Rottweiler, Tito. He's very calm.”
hated food: “mushroom”
Industry changes: “I would encourage everyone to take more creative risks. What we need to do to break through will need to be different. Discomfort is often necessary. That's where great creativity comes from.”
Trusted advisor: “Dick Mitchell has been a great mentor to me over the years. He has taught me a lot about how to run a business while caring for people.”
First car: “It was a 1978 Datsun pickup. It was a gift from my uncle Ruth.”
Dream car: “The 1965 Aston Martin DB5. Because it's the ultimate 'Bond car.'”
Local fare: “Casa del Vegano in Oak Cliff. I stopped eating meat almost four years ago, but being able to eat meat at a place like Casa del Vegano makes me feel like I'm missing out on nothing. yeah.”
What I collect: “I really enjoy playing music. As a result, I'm surrounded by guitars.”
Hobbies/Passion: “Music, for sure. I incorporate this into my daily work as well. Music is forever for me. I like to see live music whenever I can.”
Future predictions: “We are presented with so many opportunities. My job is to make the right decisions and seize the right opportunities without hesitation. As an agency, we are on an amazing growth trajectory. Masu.”
author
Ben Swanger is the Editor-in-Chief D CEObusiness title D Magazine. Ben manages the dallas 500, monthly…
