Aldo Quevedo of Richards/Lerma: Respect, inclusion and equality are in our DNA

For Richards/Lerma, it is very important to recognize women’s contribution to the agency, particularly on the occasion of International Women’s Day, celebrated on Thursday, March 8. “Respect, inclusion and equality have been in our DNA since the agency was founded. And it is not something we remember just once a year, but every day of the year” said Aldo Quevedo, the agency’s chief creative director. This philosophy is expressed on the Twitter thread #InSixWords with a series of videos that describe some of the agency’s women in just six words. “On a personal scale, it is very important for me to have a team that is balanced in every aspect, and which contributes a wealth of creativity and a diversity of concepts. I think it’s one reason for our success over the past few years” the creative director said.Richards/Lerma defines success according to the following parameters: that each year the creative reel is better than the year before, that its creatives push to come up with better ideas day by day, that clients obtain positive results with every ad the agency creates to sell their goods and services, and that the talented people at Richards/Lerma want to stay on the staff for a long time.To achieve all these goals, Quevedo said, the working environment must be full of respect, equality and inclusion. “That’s why we want to use the occasion of March 8 to show that women that are an important part of our agency, in hopes that that more agencies join us in our way of thinking,” he said.