Pedro Lerma

Pedro Lerma, CEO and founder of LERMA/, shares his remarkable journey from selling radio spots to leading a top independent agency. He dives into the importance of multicultural marketing and introduces the concept of 'cultural fluency' to help brands connect with diverse communities without losing legacy customers. Pedro discusses the challenges of running an independent agency in today's politically charged climate and reflects on how his experiences at The Richards Group shaped his approach to inclusivity and client relations.