Pedro Lerma: Redefining Inclusive Advertising in America
Pedro Lerma didn’t enter advertising with a mission to change it. He simply believed that brands could do better — that they could tell real stories about real people without resorting to clichés or tokenism. Today, as founder and CEO of LERMA/, he’s doing exactly that. From global campaigns for Dr Pepper and Avocados from Mexico to major initiatives with the American Heart Association, Pedro’s agency is leading the charge for a new kind of advertising: inclusive, authentic, and unapologetically bold.
His journey from a working-class Texas upbringing to the forefront of the marketing world hasn’t followed a straight line. It’s a story of risks taken, industries challenged, and a belief that better representation isn’t just good for culture — it’s good for business. In this feature, we explore how Pedro Lerma’s career and vision are reshaping the future of advertising, one campaign at a time.
Finding His Voice: Early Life and Entrepreneurial Spark
Pedro Lerma’s journey began far from the glittering boardrooms of major brands. Born and raised in Texas, he grew up in a working-class family where the values of perseverance, resilience, and ambition were passed down from his immigrant parents. His early life wasn’t filled with obvious paths to advertising or entrepreneurship — it was filled with hard work, community, and a sense that anything could be possible if you stayed true to yourself and pushed forward.
Even from a young age, Pedro carried an entrepreneurial spirit. It wasn’t just about ambition — it was about creating spaces where people could come together. In his twenties, long before LERMA/ was even an idea, he co-owned a restaurant and bar, an experience that taught him lessons about leadership, customer service, and solving problems on the fly — lessons that would prove invaluable when he later stepped into the advertising world.
“That taught me a lot about business, about customers, about service, about solving problems and about leading people.” — Pedro Lerma
Those early experiences gave Pedro something formal education never could: a grounded understanding of how real people think, feel, and connect. He wasn’t learning marketing in a classroom; he was living it every night, dealing with customers, handling crises, building loyalty one person at a time.
It’s no accident that when Pedro eventually moved into advertising, he brought a different lens to the work. For him, every campaign, every brand message, would always have to pass a simple but powerful test: Does it feel real? Does it respect the people it’s talking to?
Leading Digital Innovation at The Richards Group
Pedro’s path into the heart of the advertising world wasn’t a traditional one, but it was relentless. After gaining experience working for major agencies, he found himself at The Richards Group — one of the largest independent advertising agencies in the country. It was here that Pedro would begin to leave an undeniable mark, pushing the agency toward a future many were only just beginning to imagine: a future shaped by digital technology and changing demographics.
At The Richards Group, Pedro helped lead the agency’s digital practice, pioneering new ways for brands to connect with audiences who weren’t being fully seen in traditional media strategies. For Pedro, digital wasn’t just a channel; it was a way to level the playing field — to reach communities directly, authentically, and meaningfully.
“We were early in digital, and we were early in multicultural. And that experience led to me leading digital efforts at The Richards Group.” — Pedro Lerma
It wasn’t always easy. In a field where tradition often outweighed innovation, Pedro had to advocate — sometimes loudly — for a more inclusive, more forward-thinking approach. But his ability to connect brand values with the real experiences of diverse audiences proved to be a powerful advantage.
Pedro wasn’t just leading digital campaigns. He was helping brands understand that to remain relevant, they had to speak the language of a changing America — and mean it. His leadership would eventually become a launching pad for something even bigger: building an agency where those ideas weren’t innovations, but foundational principles.
Building LERMA/: An Agency Where Everyone Belongs
By 2021, Pedro Lerma had spent years helping brands modernize their approach to marketing — and pushing the industry toward greater inclusivity. But deep down, he knew the real change he wanted to see couldn't be fully realized inside someone else's agency. It was time to build something of his own. That vision became LERMA/ — a Dallas-based creative agency founded on the principle that inclusive marketing isn’t a box to check; it’s the core of every successful brand story.
The decision wasn’t made lightly. Launching an independent agency during a global pandemic, amid industry uncertainty, was a massive risk. But Pedro trusted what he had seen and lived: brands that ignored America’s diversity would eventually lose relevance — and those that embraced authenticity would lead the future.
“We had the courage to go and build something that we believed would resonate in the future — not just in the present.” — Pedro Lerma
LERMA/ quickly made its presence known, landing major campaigns with Dr Pepper, Avocados from Mexico, and the American Heart Association. But success wasn’t just about landing big clients. It was about doing the work differently — bringing lived experiences to creative strategies, challenging assumptions, and ensuring that representation wasn’t an afterthought.
Pedro’s leadership style also set LERMA/ apart. In an industry sometimes criticized for being cutthroat, Pedro built a team culture rooted in respect, collaboration, and a shared belief that great work comes from honoring the communities you serve, not just marketing to them.
Today, LERMA/ is more than an agency. It’s a statement: that inclusive creativity is better creativity, that diverse teams produce better ideas, and that real cultural understanding drives real results.
Why Inclusion Isn't a Trend — It's the Future
At LERMA/, inclusive marketing isn’t a side offering. It’s the foundation. For Pedro Lerma, representation isn’t about checking a box or reacting to cultural moments — it’s about telling the truth of who America really is, and doing it with respect and authenticity.
Pedro has been clear: brands that treat inclusion like a temporary strategy will fail. The future belongs to brands that understand culture not as a trend, but as a living, breathing reality — one that demands deep respect, real investment, and authentic creative work.
“I think diversity is America. I think if you’re not thinking about diversity, you’re missing the market.” — Pedro Lerma
Too many companies, Pedro argues, still think of multicultural audiences as “add-ons” to their core strategies — something they can reach with a few translated ads or a token hire. That thinking is not just outdated; it’s dangerous. It risks alienating the very communities shaping the cultural, economic, and political future of the country.
Instead, LERMA/ focuses on building campaigns from the ground up with culture in mind — not adapting campaigns after the fact. Whether it's tapping into the heart of Hispanic heritage for brands like Avocados from Mexico or telling universal stories with authentic nuance, the agency proves that cultural fluency isn’t just good ethics — it’s good business.
Pedro believes that truly inclusive advertising doesn’t just speak to audiences. It speaks with them. It recognizes that culture isn’t a marketing opportunity — it’s the context in which all communication happens.
Big Stages, Bigger Stories: Super Bowl Campaigns
Pedro Lerma’s commitment to authentic, inclusive storytelling hasn’t just resonated with audiences — it’s also landed LERMA/ on some of the biggest stages in advertising. Few stages are bigger than the Super Bowl, and under Pedro’s leadership, LERMA/ helped deliver campaigns that weren’t just creative — they were culturally meaningful.
For Avocados from Mexico, Pedro and his team created a playful, vibrant campaign that captured attention nationally while staying true to the brand’s heritage and values. Rather than leaning into tired stereotypes, the campaign celebrated flavor, fun, and identity with a fresh, joyful lens — a reflection of LERMA/’s deep respect for the communities they represent.
But perhaps even more groundbreaking was LERMA/’s role in the "He Gets Us" campaign — a multi-million-dollar effort to reframe the story of Jesus in contemporary America. Tackling themes like empathy, inclusiveness, and understanding across cultural divides, the campaign aired nationally during the Super Bowl, reaching one of the largest audiences on the planet.
“We told stories about love and acceptance, about empathy, about welcoming people — not judging them.” — Pedro Lerma
The message wasn’t about selling a product. It was about creating space for conversation — about showing that storytelling, when rooted in universal human values, can bridge divides rather than widen them.
For Pedro, these Super Bowl campaigns weren't just professional milestones. They were proof that inclusive, meaningful work isn’t niche. It’s powerful, scalable, and capable of meeting audiences wherever they are — even during the biggest television event of the year.
Leading with Purpose: Lessons in Building and Belonging
At LERMA/, leadership isn’t measured just by titles or wins — it’s measured by impact. Pedro Lerma built his agency on the belief that workplaces should be a reflection of the communities they serve: diverse, empathetic, resilient. It’s a philosophy that runs through every layer of the company, from creative teams to executive leadership.
Pedro has often talked about how the values instilled in him early — respect, service, hard work — directly shaped his approach to business. Success, he believes, isn’t about chasing awards. It’s about creating spaces where people feel seen, valued, and empowered to do their best work.
“I learned that service is important. I learned that humility is important. And I learned that hard work is really important.” — Pedro Lerma
Those principles inform everything at LERMA/: how teams are built, how campaigns are approached, and how clients are treated. It’s a stark contrast to the ego-driven models that have historically dominated parts of the advertising industry. For Pedro, leadership isn’t about commanding; it’s about serving.
Entrepreneurship, Pedro believes, is as much about culture as it is about product. Building a business that lasts means building trust — with your team, with your clients, and with the communities your work aims to reach. It means knowing when to listen, when to stand firm, and when to lead by example rather than instruction.
For young entrepreneurs, Pedro offers advice rooted in experience rather than theory: stay true to your values, surround yourself with people who believe in the mission, and never lose sight of who you are serving. In an industry — and a world — obsessed with speed, Pedro’s success is a reminder that the most powerful brands are built on something slower but stronger: trust.
Listen to the Full Conversation with Pedro Lerma
To hear more of Pedro Lerma’s story — in his own words — listen to his full interview on the WIN: What’s Important Now podcast, hosted by Carrie Richardson. Pedro dives deeper into the journey that shaped him, the lessons he’s learned about leadership and inclusivity, and why he believes advertising must do better to reflect the real America.
Learn more about the WIN: What's Important Now podcast here.
Watch the Interview: Pedro Lerma on Building Brands with Purpose
If you prefer to watch the full conversation, check out the video below. Pedro shares firsthand insights on entrepreneurship, the future of inclusive advertising, and what it means to lead with humility and vision.
The Road Ahead: A Future Built on Representation
Pedro Lerma’s work isn’t about reacting to trends. It’s about leading the conversation — and building an advertising industry that truly reflects the people it hopes to reach. For Pedro, the future isn’t multicultural marketing as a sidecar to mainstream campaigns. The future is fully integrated, authentically representative advertising that reflects America as it really is — and has been for a long time.
He’s optimistic, but clear-eyed: brands that still treat inclusion like a short-term strategy are falling behind. The companies that will thrive tomorrow are the ones investing in cultural fluency today — the ones recognizing that diversity isn’t a box to check, but a foundation for connection, creativity, and credibility.
“I think that’s what’s happening — people are realizing that diversity is not a thing. It’s everything.” — Pedro Lerma
At LERMA/, the vision is bigger than winning awards or hitting quarterly metrics. It’s about helping brands live up to their promises — not just in their advertising, but in their leadership, their hiring practices, and their values.
As Pedro looks ahead, he sees a marketing landscape where inclusive advertising isn’t a niche practice or a separate division. It’s simply good marketing — smart, resonant, human marketing that speaks to the full richness of America’s communities.
And he’s not waiting for permission to build that future. He’s already creating it, campaign by campaign, conversation by conversation, brand by brand.
Frequently Asked Questions
What is Pedro Lerma known for?
Pedro Lerma is the founder and CEO of LERMA/, an independent Dallas-based creative agency focused on inclusive, culturally fluent advertising. He is recognized for leading campaigns for major brands like Dr Pepper, Avocados from Mexico, and the American Heart Association, and for championing authentic representation in the marketing industry.
What makes LERMA/ different from traditional agencies?
LERMA/ was built with inclusion as a foundational principle — not as an afterthought. The agency’s work reflects a deep respect for the real experiences of America's diverse communities. LERMA/ doesn't simply adapt campaigns for multicultural audiences; it builds them from the ground up with culture in mind.
What was Pedro Lerma’s role in the “He Gets Us” campaign?
Pedro and his team at LERMA/ helped lead creative work for the nationally broadcast “He Gets Us” campaign, which aired during the Super Bowl. The campaign focused on themes like empathy, inclusion, and understanding, reframing conversations about faith for a modern, diverse America.
Why does Pedro Lerma believe inclusive advertising is essential?
Pedro believes that inclusion is not a trend — it's a reflection of reality. In his words, "diversity is not a thing, it’s everything." Brands that don't authentically connect with diverse audiences risk irrelevance in an America that is increasingly multicultural and multilingual.
Where can I hear more from Pedro Lerma?
Pedro was recently featured on the WIN: What's Important Now Podcast, hosted by Carrie Richardson. In the interview, he shares more about his career journey, his views on leadership, and the future of advertising.
Final Thoughts
Pedro Lerma’s story isn’t about one agency or one campaign. It’s about what’s possible when you refuse to accept the way things have always been done. It’s about choosing authenticity over convenience — and building something that reflects the country we actually live in, not the one we imagine.
Through LERMA/, Pedro has shown that inclusive creativity isn't just the right thing to do — it’s the smartest thing brands can invest in. It’s what makes stories resonate. It’s what builds trust that lasts.
In a time when audiences are more diverse, more connected, and more discerning than ever before, Pedro’s work offers a clear lesson: representation isn’t an obligation. It’s an opportunity.
And for the brands willing to take that opportunity seriously, the future is wide open.
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