LERMA/ Named Agency of Record for Real California Milk

Dallas-based independent full-service agency, LERMA/ has been named agency of record for Real California Milk, the consumer-facing brand of the California Milk Advisory Board (CMAB), following a competitive review led by Mercer Island Group.

The account encompasses creative, strategy, social, media, data and analytics, multicultural marketing and website responsibilities.

The agency will be charged with building greater meaning and relevance around the Real California Milk seal, with the goal of increasing consumer preference and purchase of seal-stamped dairy products at retail.

“LERMA/ stood out from the beginning for the passion they brought to our business and their understanding of the opportunity ahead,” said Adrienne Daniels, Executive Vice President, Marketing at the CMAB. “Beyond the strength of the creative thinking, we felt an immediate cultural fit with the team. Their integrated approach gives us the opportunity to bring strategy, creative, media, social and analytics together around one shared ambition for Real California Milk.”

The win expands LERMA/’s roster with a fully integrated assignment spanning nearly every facet of the agency’s capabilities. The CMAB selected LERMA/ based on the agency’s creative idea, integrated model, passion for the business and cultural fit with the organization and its constituents.

“Every brand has to answer a simple question: why should people care?” said Pedro Lerma, Founder/CEO of LERMA/. “The CMAB has an extraordinary ambition to turn the Real California Milk seal into something people actively seek out and choose. That’s the kind of challenge we love: using our cultural intelligence and creativity to turn recognition into relevance, and relevance into growth.”

The first work from the partnership is expected to launch in January 2027.