The Next Generation Hispanic Marketing Agency

We disregard stereotypes, clichés and assumptions used for marketing to Hispanics, and instead strive to be an accurate, contemporary reflection of the evolving U.S. Hispanic landscape. This includes understanding nuances among Latinos, acting on important new trends, recognizing alignment with the general market and leveraging human truths. We are not afraid to tilt our heads and change our perspectives to challenge what can be done to better connect with our audience.

The audience is  expanding

There are 50,477,594 Hispanics in the U.S.

That is more than double the 1990 U.S. Census number of 22.4 million.
Hispanics accounted for 56% of the nation’s growth between 2000 and 2010.

By 2050, 30 out of every 100 people will be Hispanic.
Source: 2010 U.S. Census, U.S. Census Bureau

 Hello my name is


Eighth most common last name in the U.S.

U.S. Population Growth

  • Asian
  • African American
  • Hispanic
  • White

Under age 20


Under age 15

  • Hispanic
  • Non-Hispanic

The U.S. Hispanic Audience is Highly Varied

Latinos’ heritage can include a variety of ancestries, ethnic groups and races. Latin America, comprising 21 countries, is one of the most diverse areas in the world. When these diverse cultures mix and blend in the U.S. with mainstream culture (which itself is very multicultural), it makes the Latino population very nuanced and textured. This makes it imperative to understand granular details while leveraging attitudinal commonalities.

We know this audience because we are this audience

Study alone won’t connect you to the U.S. Hispanic audience; you need to be immersed in it. With offices in Dallas and Mexico City, and people from all parts of Latin America, Richards/Lerma is a good reflection of the nuanced Hispanic market. We’re a mixed and colorful group, and we leverage insights from our assorted backgrounds to reach this eclectic audience.

R/L Origins

  • Mexican
  • Guatemalan
  • Brazilian
  • Spanish
  • Chilean
  • Peruvian
  • American

R/L Language

  • 25% English First
  • 25% Spanish First
  • 50% Bi-​lingual

Dallas Office

Dallas Office

Mexico City Office

Mexico City Office

We are very proud of our digital roots

Digital media allows Hispanics to connect with family, be social and shape the world around them. Our expertise in digital means that our clients can be more digital and more relevant to Hispanics at the same time.

Richards/Lerma was founded by a leader in the digital space. This is fitting, given Hispanics’ rapid adoption rates of advanced technology:

• 43% of Hispanics own a smartphone vs. 36% of non-Hispanics
• Over 67% of Hispanics are online users (34.9M)
• Hispanics spend more time on social networking sites vs. non-Hispanics
Source: eMarketer Hispanic Profile 2011

Partnership is in our DNA

Our affiliation with The Richards Group promotes cross-pollination of strategic and creative ideas for both the general market and the Hispanic and multicultural segments. Through partnership, we pioneered the Total Market Approach, in which a brand strategy and creative are developed in harmony with our clients’ general market agencies to help preserve and promote a consistent brand voice.

Meet the architects of the Richards/Lerma worldview

Richards/Lerma is composed of some of advertising’s most talented individuals, with experience spanning both Hispanic and general market and including a broad range of categories and brands.

  • Pete Lerma Principal
  • Aldo Quevedo Principal & Creative Director
  • Guillermo Tragant Principal & Creative Director
  • Salma Gottfried Principal & Brand Management Director
  • Melissa García Sinkoski Principal & Agency Operations Director
  • Miguel Moreno Brand Creative Director
  • Quim Gil Principal & Brand Planning Director

Pete Lerma Principal

Prior to launching Richards/Lerma, Pete led Click Here, a very successful digital agency that has done innovative work for brands like Amstel Light, Chick-fil-A, Casio, Patrón and Travelocity. Pete is the quintessential digital native. However, being a second-generation Mexican-American, Pete has also kept a pulse on his native culture, and he’s intent on raising the bar in Hispanic marketing as well.

Having spent the last 14 years in one of the best agencies in America, Pete is now taking the approaches he’s learned and applying them to Richards/Lerma. His vision is to create a more relevant connection between brands and their Hispanic consumers. In that capacity, Pete leads a team of seasoned Hispanic marketing experts that makes up Richards/Lerma. In a relatively short period of time, the team has done remarkable work for clients such as Advance Auto Parts, MetroPCS, The Home Depot and Ram Trucks.

Aldo Quevedo Principal & Creative Director

Don’t be fooled. While Aldo may appear to be a pretty laid-back guy, behind the smile and glasses is a creative drive and intensity that he unleashes on every account he leads. He holds titles (ADCOLOR Legend Award, three-time Creative Director of the Year, chairman of the Association of Hispanic Advertising Agencies) and awards (the first Mexican to win a Cannes Lion, the Grand Award at the New York Festivals and an induction into the AAF’s Hall of Achievement®) that most creatives dream of.

Despite these accolades, he keeps pushing the thinking forward, as he still feels that his best ideas are the ones he’s working on right now – or has yet to create. Most of this can be attributed to his upbringing in Cuernavaca, Mexico, the “City of Eternal Spring” – eternal being the key word. He brings to Richards/Lerma his passion for unearthing unique insights, as well as an endless quest for great ideas. And his shiny awards, because he gets to keep those.

Guillermo Tragant Principal & Creative Director

Guillermo is the latest addition to Richards/Lerma’s creative arsenal. He brings a wealth of experience and creativity from his work on some of the world’s greatest brands. Guillermo has been awarded some of the industry’s most sought-after accolades from groups such as Art Directors Club, Cannes, FIAP, and One Show. His work is also part of a collection at the Library of Congress in Washington, D.C., and has been nominated for both the MTV and Latin GRAMMY® awards.

This married father of two beautiful girls is also the founder of Argentina’s celebrated creative agency Furia, which has done work for Nike, Coca-Cola, Levi’s and more. He has also served as an art director and creative consultant for Nickelodeon, MTV, Kenneth Cole, Rolling Stone, Benetton, and Shakira, as well as creative editor for COLORS magazine in Italy. He has also designed two limited-edition fashion lines for Levi’s that can be found in stores throughout Latin America. You may also find Guillermo teaching at the Miami Ad School.

Melissa García Sinkoski Principal & Agency Operations Director

Melissa is the quintessential bicultural. Born and raised in San Antonio, Texas, she has held onto her family’s Mexican roots while functioning seamlessly within the U.S. culture. She applies this cultural experience to her professional life as well, pulling in her Hispanic marketplace expertise to help lead the strategic direction of the agency as agency operations director at Richards/Lerma.

With more than 18 years of experience in Hispanic marketing, Melissa has managed such brands as Coca-Cola, Western Union, Burger King, the U.S. Army, McNeil Pharmaceuticals, The J.M. Smucker Co., Diageo and MetroPCS. Recently, she spearheaded the agency’s brand management department, specifically leading The Home Depot, Ram Trucks and Advance Auto Parts businesses, brands that have had success among traditional and bicultural consumers. In her new role, Melissa will head up new business and drive agency growth by expanding agency product offerings, securing top-notch talent and focusing on the strategic operations at Richards/Lerma.

With her extensive experience and A Todo, Con Todo attitude, she’s helping clients and the agency pave the way to the next generation of Hispanic marketing.

Miguel Moreno Brand Creative Director

Miguel’s dazzling career in advertising began with a choice: Accept a lucrative marketing job or take a chance on an advertising internship. Despite his marketing background, Miguel’s desire to apply his creativity toward inspiring change and provoking the consumer won out.

Even after more than 20 years in the advertising industry, Miguel loves it as if it were his first day. And the love is mutual; the advertising industry has lauded Miguel with more than 300 awards at almost all of the major festivals, including One Show, CLIO, New York Festivals, San Sebastian, FIAP and London, as well as a Prix du Paix and Finalist at Cannes.

His tireless enthusiasm and verve have led him to develop brilliant multicultural work in various categories – from aspirin to automotive – and has included Fortune 500 brands such as PepsiCo, Chrysler, Walmart, Kraft, AT&T, FedEx, Bayer, Sonic, ESPN, Bridgestone and MetroPCS. As Creative Director at Richards/Lerma, he brings positivity, high energy and edginess to craft work for our clients that pushes the envelope and produces results.

Salma Gottfried Principal & Brand Management Director

Born and raised in Mexico City, Salma deftly blends the organized approach of a brand manager with the fluidity and expression of an artist. Not surprising, considering that in another life she was a modern dancer and still retains her creative identity through abstract photography. Her adventurous spirit has guided her through many twists and turns on both the agency and client sides. She relishes the freedom and experimentation allowed in agency life and brings her unique blend of solution-oriented processes to Richards/Lerma.

Salma’s extensive cross-category multicultural agency experience includes leading and growing the business for major brands such as Procter & Gamble, Levi’s, Southwest Airlines, JCPenney, Frito Lay, and Gatorade. She joined Hispanic agency Dieste at its inception and played a key role in growing the agency over her 14-year tenure. The secret to her success is her relentless commitment to building and strengthening alliances among agency, partners, and the client – even across different cultures.

Quim Gil Principal & Brand Planning Director

There are your garden-variety planners. And then there’s Quim. The true essence of the Renaissance man. A spirit forged through the experience acquired in the most respected agencies, the most crowded music stages, and the tiniest kitchens. Born in Spain, he started his advertising and consulting career at a young age, and worked for McCann-Erickson, Added Value, Ogilvy & Mather, and Synovate, to name a few. Fluent in four languages, he’s the archetype of multiculturalism, which he has widely demonstrated through his work for Bud Light, Danone, Huggies, Unilever, and many others on both sides of the ocean.

His love for food competes only with his love for music. So you know, he’ll cook for you for a couple of tickets to ACL, SXSW, Coachella…