Pedro Lerma WINS by building brands while breaking barriers

Send us Fan MailPedro 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 LermaTitle: Founder of Lerma, Advertising AgencyWebsite: Lerma AgencyNotable Recognition: EY Entrepreneur of the Year nominee, Advertising Age’s Small Agency of the Year 2022 and 2023Links and Resources Mentioned:Lerma Agency: Lerma Agency"He Gets Us" Campaign: He Gets UsAdvertising Publications: Ad Week, Advertising AgeBooks 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?They are the co-founders of Fox & Crow Group, a software development company building growth platforms for MSP and IT channel businesses.Learn more at:Fox & Crow Group - the MSP Sales Process platform and all-in-one CRM solution Fox & Crow Instinct - the MSP Decision Intelligence Platform for IT Channel VendorsFox & Crow Jackdaw - Competitive Intelligence Reports on Demand for MSP businesses Book time with Carrie here!Be a guest on WIN!  We host MSP channel founders, executives and sales and marketing leaders who are willing to share advice with other IT channel firms on how to build, grow or sell a business using examples from their own experience.