In this conversation, Pedro discusses:
How he transitioned from digital advertising to launching his own agency.
Creating Super Bowl ads for major campaigns like "He Gets Us" and Avocados from Mexico.
How LERMA Agency uses technology and AI to fight bias and drive authentic representation in advertising.
The strategy of leading brand storytelling by focusing on underrepresented communities to create broader market appeal.
How LERMA scaled to become a nationally recognized agency featured on Ad Age's A-List.
Practical advice for aspiring entrepreneurs in leadership, communication, and risk-taking.
Pedro also reflects on winning the trust of major clients like Home Depot, building a culture of innovation, and why leadership skills are essential for long-term success.
Whether you are in advertising, entrepreneurship, leadership development, or interested in social impact through business, this episode offers essential insights into building a modern, inclusive brand.
Learn more about LERMA Agency at https://lermaagency.com
Recorded in 2025 | WIN Podcast with Carrie Richardson
Timestamps:
0:00 - Introduction and Pedro’s Early Entrepreneurial Journey
3:00 - Building Lerma Agency and Retaining Clients
5:00 - Super Bowl Campaigns: "He Gets Us" and Avocados from Mexico
10:00 - Fighting AI Bias and Creating Inclusive Advertising
13:00 - The Strategy of Leading with Underrepresented Audiences
17:00 - Managing Major Clients Like Home Depot
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