Lerma Advertising

What Lerma Advertising does

Lerma Advertising (DBA: LERMA/) is an independently owned, full-service advertising agency headquartered in Dallas, Texas, founded in 2009 by Pedro Lerma. The agency operates a cross-cultural advertising platform that integrates research, strategy, creative production, media planning and buying (including in-house programmatic trading via multiple Demand Side Platform partners), social media management, purpose and advocacy work, sponsorship activation, and e-commerce services. Its core differentiator is cultural fluency—particularly vis-à-vis Hispanic consumers—which it backs with proprietary tools: the Brand Inclusivity Performance Index (BIPI), a benchmarking system that evaluates 5,600+ U.S.-distributed brands across 8 data inputs; the Sports Sponsorship Ranker, which scores MLB teams as sponsorship partners; and a university-partnered research practice (notably with the University of Texas) producing nationally representative studies on Gen Z, political branding, and multicultural audiences. Notable enterprise and nonprofit clients include The Home Depot, Avocados From Mexico, The Salvation Army, Maker's Mark, Western Union, Nature Nate's Honey, Interstate Batteries, Biltmore, Diplomatico Rum, HUSKY, and the He Gets Us campaign.

The agency generates revenue through professional services on project-based fees, retainer arrangements, and media commissions across an enterprise brand and nonprofit client base spanning CPG, retail, beverage, financial services, energy, hospitality, and faith-based organizations. Distribution is direct-enterprise field sales with founder-led thought leadership; the agency has zero external institutional funding and operates under founder ownership as a Texas LLC. The agency's go-to-market blends enterprise client work, event-driven visibility (Cannes Lions, Super Bowl), and a sales-led motion anchored by Pedro Lerma and the executive team. In the past 12 months the company has formalized a C-suite (Paco Conde as first CCO in October 2025; Omar Quiñones as first CSO in February 2026), launched the Sports Sponsorship Ranker product (May 2026), and made AI tooling visible via the Invite product at invite.lerma.ai. Geographic operations are U.S.-only with Dallas as the sole office, though client work spans nationally including repeated Super Bowl placements for the He Gets Us campaign.

Name

Lerma Advertising

Legal name

Lerma Advertising LLC

Website

https://lermaagency.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Lerma Advertising (LERMA/) is a Dallas-based, independently owned full-service advertising agency founded in 2009 that serves enterprise brands and nonprofit organizations with cross-cultural advertising, proprietary benchmarking tools (BIPI, Sports Sponsorship Ranker), and Super Bowl-level creative work targeting Hispanic and multicultural audiences.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Media Buying Agencies (54183), Other Services Related to Advertising (541890), Other Services Related to Advertising (54189), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

akta.pro secondary industries

Sports Marketing, Sponsorship Sales & Activation (MPAKAKAB), Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK), Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Market Research, Analytics & Consumer Insights (BPAFAAAM)

Keywords

• Multicultural advertising services
• Brand strategy consulting
• Media planning buying
• Sports sponsorship marketing
• Creative content production

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Advertising Services Revenue: Full-service agency providing comprehensive advertising and marketing services including research, strategy, creative development, production, media buying, implementation, and measurement. Revenue generated through project-based fees, retainer arrangements, and media commissions.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels9 records

Core offering

Lerma Advertising is a full-service advertising agency that delivers cross-cultural advertising services spanning research, strategy, creative development, production, media planning and buying (including in-house programmatic trading), social media management, purpose/advocacy campaigns, digital design and production, e-commerce solutions, cause and nonprofit marketing, innovation consulting, and sports sponsorship negotiation and activation. The agency is differentiated by proprietary tools including the BIPI brand inclusivity benchmarking system (covering 5,600+ brands) and the Sports Sponsorship Ranker, alongside university-partnered research and bilingual English/Spanish capabilities.

Product overview

Lerma Advertising is a full-service advertising agency based in Dallas, Texas, that operates a unified service offering architecture centered on cross-cultural advertising. The agency's core proprietary products include the Sports Sponsorship Ranker (a benchmarking tool for evaluating MLB sponsorship value), the Brand Inclusivity Performance Index (BIPI) tool for measuring multicultural representation across 5,600+ brands, the Loud and Clear podcast series, and proprietary research publications developed with university partners. The agency delivers its services through integrated practice areas spanning advertising, brand strategy, production and content, media planning with in-house programmatic trading, social media, purpose and advocacy work, digital design, e-commerce, cause and nonprofit marketing, innovation and growth, and sports sponsorship activation. The agency is notably building AI capabilities with an AI-powered tool called 'Invite' accessible via invite.lerma.ai.

Differentiator

Problem solved

Functional benefit

Brands

• LERMA/ Sports: Sports marketing and sponsorship evaluation division of LERMA/, which launched the Sports Sponsorship Ranker benchmarking system
• BIPI (Brand Inclusivity Performance Index)
• Loud and Clear

Products and services

• Advertising Services Full-service advertising offering including research, strategy, creative development, production, project management, media buying, implementation, and measurement for enterprise brands and nonprofit organizations.
• Brand & Communications Strategy

Quantifiable outcome

• 40% increase in brand preference, 23% increase in brand consideration for Avocados From Mexico
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Demand Side Platform PartnerscoreTechnology or IntegrationProgrammatic trading capabilities enabled through partnerships with multiple DSPs, providing cross-channel digital media buying, audience segment access, and up-to-date publisher inventory integration.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alma: Independent Hispanic-focused creative agency headquartered in Miami with major CPG and retail clients. Most direct comparability to Lerma: independent structure, cross-cultural expertise, and similar size and client category mix (CPG, retail, sports).
• Lopez Negrete Communications: Long-standing independent Hispanic AOR agency serving Fortune 500 CPG, retail, and QSR clients. Highly comparable to Lerma as a similarly independent, Hispanic-marketing-focused full-service agency with comparable client verticals.
• Republica Havas: Miami-based multicultural creative agency within the Havas network with deep Hispanic marketing credentials. Comparable to Lerma on cross-cultural focus and enterprise client roster, with the structural difference of network affiliation.
• The Community: Independent multicultural creative agency with offices in Miami and Buenos Aires serving major global brands. Comparable to Lerma on independent positioning, multicultural creative excellence, and enterprise-scale campaign work.
• Casanova//McCann: Hispanic-focused agency within IPG/McCann serving major CPG, retail, and QSR clients. Direct peer on Hispanic marketing focus and full-service capabilities, structurally comparable as a network-affiliated multicultural specialist.
• Dieste: Independent Hispanic and multicultural creative agency headquartered in Dallas with strong CPG and retail client base. Highly comparable to Lerma on geography (Dallas), Hispanic focus, and full-service capabilities.
• Gallegos United: Independent Hispanic-focused creative agency with enterprise brand clients across CPG and retail. Direct peer on independent positioning, Hispanic-marketing specialization, and creative award profile.
• MullenLowe U.S. Network-affiliated creative agency with a dedicated multicultural practice (MullenLowe Multicultural) serving major brands. Comparable to Lerma on full-service creative and multicultural capability, differing mainly through network affiliation.

Broad incumbents

• Ogilvy: Global full-service network agency with significant multicultural and Hispanic marketing capabilities (Ogilvy Latina) and enterprise client scale. Broad incumbent comparable on capabilities but vastly larger in geography and resources.
• BBDO Worldwide: Global creative network with multicultural practices and Fortune 500 brand portfolios. Broad incumbent competitor to Lerma for global AOR reviews requiring cross-cultural creative at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@LermaAgency
• LinkedInlinkedin.com/company/agency-lerma
• Instagraminstagram.com/lermaagency
• Xx.com/LERMA_AGENCY
• Facebookfacebook.com/LermaAgency

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lerma Advertising