Para Lerma se debe eliminar el título o etiqueta de agencia hispana o multicultural
Pete Lerma, Founder and Principal at Richards/Lerma said in the context of the Annual AHAA Conference that one of the greatest challenges agencies in the U.S. Hispanic market have is to be focused on innovation and the future. Additionally, he highlighted that these agencies are the ones that are better equipped to guide the clients of the future. “If we can embrace this idea, I think we are going to be successful” he added. According to Lerma, it is necessary to eliminate the title or label of Hispanic or multicultural agency. “What we do is connect brands and clients.” He explained that the way to make this connection is to extract the interesting insights, delivering innovative creativity. He quoted one of the conference speakers, who said: “The more specific the insight is, the more universal its appeal is” to explain that the Hispanic insight is very specific for the Hispanic audience, but its appeal is very universal. “So I think that is where the opportunity lies for us as Hispanic advertisers” he said. He expressed that Richards/Lerma has innovation in its DNA and they embrace changes. The agency has a laboratory of emerging technologies, and they are constantly experimenting with new technologies, such as 3D impressions, virtual reality, augmented reality, the connected home. “All these things for me create the new ecosystem of brands around people and create a more utilitarian approach of connecting a brand with a client. Inasmuch as that brand can offer usefulness and keep it as part of your life. That is the future, and for me the future isn’t frightening at all, it is exciting” he concluded.
