LERMA/ Creates a 90-Minute Credentials Meeting CMOs Might Actually Want During the World Cup

Asking a fútbol-loving CMO to sit through another meeting during the World Cup is a little like asking them to go to the dentist during a penalty shootout. Technically possible. Deeply unreasonable.

Today, independent creative agency LERMA/ announces the launch of Invite LERMA/, an AI-powered experience that turns a traditional 90-minute agency credentials meeting into something marketers may actually want on their calendar during the World Cup: live match commentary.

Here’s how it works: marketers book a 90-minute Invite LERMA/ meeting during a World Cup match. When the call begins, Taylor AI joins — not to pitch the agency, but to narrate the game live in English or Spanish.

Your calendar gets a meeting.

You get the match.

That’s what LERMA/ calls a win-win. Unless it’s a draw. But you get the point.

Taylor AI is an AI version of Taylor Smiley, LERMA/’s Chief Growth Officer, built to call the match, react to key moments, share stats, and keep fans plugged into the action in real time.

Guests can follow the game, react to big moments, and invite fellow soccer fans to join the call — all inside what looks like a perfectly ordinary business meeting.

“Our creative teams had a brilliant realization,” said Taylor Smiley, Chief Growth Officer at LERMA/, “Nobody wants another meeting during the World Cup. So, instead of asking people to ignore the match, we created a meeting that helps them enjoy it.”

The idea was inspired by a simple truth: meetings happen every day. The World Cup only happens every four years.

And if participants do want to talk business, they can privately message Taylor AI to schedule an actual credentials meeting once the tournament concludes.

The initiative reflects LERMA/’s broader belief that attention is earned by understanding culture, not interrupting it.

“The idea started with a simple question: what if a business meeting gave people something they actually wanted during the World Cup?” said Paco Conde, Chief Creative Officer at LERMA/. “We took one of the most familiar agency rituals and reimagined it as an experience built around a cultural moment millions of people are already invested in. That’s the kind of ambition that drives us—not just finding new ways to tell our story, but creating ideas that connect with people in more meaningful and relevant ways.”

Invite LERMA/ launches June 17 and will be available throughout the 2026 World Cup, and it’s designed specifically for senior marketing leaders, brand decision-makers, and anyone who would rather watch soccer than sit through another agency deck.

For more information, visit invite.lerma.ai