LERMA Announces Agency Rebrand to Reflect Strong Multicultural Focus

Richards/Lerma announced its rebrand to LERMA in celebration of the agency’s 10-year anniversary. The new brand represents the agency’s rich digital and creative roots, now with an even stronger focus on a more diverse, inclusive and technologically savvy America.

In honor of the rebrand and LERMA’s 10-year anniversary, on Feb. 25 the agency is hosting a celebration at its Dallas office for its associates, clients and business partners. As part of the celebration, the LERMA team will also preview findings from a comprehensive Gen Z research study that the agency collaborated on with the University of Texas’ Stan Richards School of Advertising and Public Relations.

Since Pete Lerma co-founded Richards/Lerma with Stan Richards 10 years ago, the agency has leveraged The Richards Group brand to establish itself as one of the leading Hispanic ad agencies in the United States. Its successes in building clients’ brands merit the development of a new brand identity that is based on the legacy from The Richards Group, but one that also is representative of the independent spirit and multicultural focus of the agency.

“Stan Richards has been an incredible partner during the last decade, and I look forward to continuing our collaboration,” said Pete Lerma, LERMA founder and principal. “This rebrand is an important step in acknowledging that LERMA has earned a place of its own in the advertising landscape.”

“When Richards/Lerma launched 10 years ago, there were few players like it in the market. I am so proud of their extraordinary successes over the years and the way the agency has helped so many brands connect with a wider, more diverse audience. It’s time to remove my name from the door and allow them the full recognition they so truly deserve. I look forward to future collaborations with LERMA for years to come,” said Stan Richards, founder, The Richards Group.

LERMA will continue to help clients win with consumers and move their businesses forward. The agency will remain at the forefront of business trends, technological advancement, and consumers’ ever-changing relationship to brands.