Pete Lerma from Richards/Lerma: The brands that are succeeding in digital format are delivering tangible value

The Director at Richards/Lerma, Pete Lerma, is member of the jury of the IAB MIXX 2016 Awards. He highlighted that in the prelude of the Conference that will take place in New York on September 26th and 27th, the work they have seen is amazing. “The best pieces were leveraged on technology and social networks in an innovative way, but at their roots they are simply a lovely narration of stories. They used once again the canvas of dynamic creativity to find ways to tell great stories, great stories that surprise us, move us, entertain us” he added. According to Lerma, the evolution of digital marketing is defined more and more by transparency and usefulness. “Consumers are more empowered with information and brands have learned to be real with their audience. This has led to better products and services. Now, digital communications are done in a more transparent and interesting way. The brands that are succeeding in digital format are delivering tangible value and in many cases they are useful for consumers” he explained. The executive has always thought that the digital area is the most versatile creative canvas, since it is not linear, it can evolve in real time and develop conversations and co-creation with audiences and influencers. “As a digital agency we are in essence, we are very excited to be part of this evolution. We have a laboratory of emerging technologies and work on a daily basis to learn and remain as a next-generation agency.”