Pete Lerma of Richards/Lerma: We’ve grown a lot in recent years and it was time to improve the quality of our creatives

Pete Lerma, founder and director of the Hispanic agency Richards/Lerma, and Aldo Quevedo, who recently debuted as creative director of the Dallas-based agency, talked with PRODU about what Quevedo’s arrival signifies.“We’ve grown a lot in recent years and it was time to improve the quality of our creatives, to raise the agency’s profile in the industry” Lerma said.“I met Aldo several years ago and we immediately had that chemistry. We have worked together for four months but it feels like it’s been much longer. I’m really excited with the work we’re doing, and our clients are very aware of our commitment to become one of the top agencies in the industry” Lerma said. As for Quevedo, who comes from being creative director at Dieste, he is feeling very satisfied, he says, because he feels surrounded by people with the same energy that he projects.“These have been four incredible months, and the secret is that we’ve focused on just one thing – giving added value to our clients and to the relationship we have with them. This is a very simple business that we tend to complicate with digitizing, technology, millennials, when it’s really all about the client-agency relationship. Up to now it has gone very well. The clients feel it and I’m very happy” Quevedo said.On the subject of new projects, Lerma and Quevedo said the agency has started up operations in Mexico City, where they will begin in the fields of social and digital media.