Richards/Lerma expands operations to Buenos Aires

Richards/Lerma has extended its Latin American operations to Buenos Aires, Argentina, and grown its creative services operations. The Dallas-based agency has hired Guillermo Tragant, founder and CEO of Furia, as principal and creative director and entered into a partnership with the world-renowned creative shop effective January 2014.

Aldo Quevedo, Richards/Lerma principal and creative director, stated, “Today’s consumers don’t just live in their cities or towns, they’re global citizens and they’re influenced by trends coming from all over. Guillermo brings a unique grasp of pop culture and how it is expressed visually. It will be exciting to see the work evolve. This is really about increasing our creative firepower and having our clients benefit
from it.”

Pete Lerma, founder and principal of Richards/Lerma, said, “Our success has been driven by bold moves. We’re very deliberately working toward building the nextgeneration agency – digitally, strategically and creatively. This is another important move that will benefit every one of our clients.”