Loud And Clear
By Lerma Agency
Loud And ClearFeb 15, 2024
Always be Dabblin’: A chat with Lerma’s own Brian Lindner on Artificial Intelligence
On this episode of Loud And Clear, copy meets art meets technology in a conversation between one of the founders of the Loud And Clear podcast and longtime Creative Director, Matt Villanueva, and LERMA's award-wining Creative Principal Brian Linder.
Check out the conversation as they discuss the future of advertising and the challenges facing creatives working with their newest coworker – Artificial Intelligence. Together, they navigate the complexities of technological advancements, emphasizing the importance of accessibility and integration in unlocking AI's full potential.
Join Matt and Brian on a journey to "Always be Dabblin" and see how to continuously learn and reinvent yourself as a marketer in the AI age.
Host: Brian Linder, Principal Creative at LERMA/
Host: Matt Villanueva, Award-winning Creative Director | M.A. Creative Advertising
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Music: Pedro Lerma and the Band, LERMA/
The Beer Chingón. A story of entrepreneurship with George Esquivel from Four Corners Brewing Co.
On this episode of Loud And Clear, we talk to George Esquivel. A passionate brand marketer who turned his passion into a brand to market. Come join us in a conversation about a brand built from the ground up, then sold to a Fortune 500 brewery, and reacquired in 2023. The co-founder and CMO of Four Corners Brewing Co. speaks to us about how he decided to get started in Dallas, Texas, and build a brand from the ground up making an unforgettable dent in the beer market. This Latino entrepreneur tells us about the early days, the role of marketing and ad agencies for his brand, and the future in the face of evolving technology.
Pop one open, lean back, relax, and listen to this chingón who we have the fortune to visit at LERMA/
Pop one open, lean back, relax and listen to this chingón who we have the fortune to visit at LERMA/.
Guest: George Esquivel, Co-founder of FCBC
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cárdenas, Principal of Digital Strategy & Integration at LERMA/
Music: S.A. De C.V.
AI🤖: Friend or Foe? a chat with Matt Villanueva
Join us on this episode of Loud and Clear as we dive deep into the dynamic world of advertising with a unique twist – the perspective of a Creative Copywriter, Matt Villanueva. Artificial Intelligence (AI) has been making waves in the advertising industry, but is it a friend or a foe for creative professionals like Matt? We explore the impact of AI on copywriting, creativity, and the advertising landscape in this thought-provoking conversation. Discover how AI tools are transforming the way ads are crafted and campaigns are optimized. Matt shares his experiences, highlighting the importance of the human touch and creativity in a tech-driven world. Is AI a valuable tool that enhances the creative process, or does it pose challenges and concerns for the industry? We tackle these questions, along with success stories, examples, and predictions for the future of AI in advertising. Whether you're an advertising enthusiast or simply curious about the intersection of technology and creativity, this episode provides valuable insights and sparks a compelling discussion. Tune in to Loud and Clear for a captivating exploration of AI's role in the advertising world.
This podcast description was created in its entirely by Artificial Intelligence using Chat GPT .
Guests: Matt Villanueva, Award-winning Creative Director | M.A. Creative Advertising
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cárdenas, Principal of Digital Strategy & Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Hispanic Market Power, a Book by Isaac Mizrahi
The CEO of Alma, arguably the most awarded Hispanic advertising agency in the United States, talks to us from the headquarters of LERMA/ in Dallas, TX about the launch of his book Hispanic Market Power, America's Business Growth. Learn from the author, Isaac Mizrahi, what motivated him to write the book, his journey in multicultural marketing throughout the years, and what the perception of that market is today, even after a worldwide pandemic. Marc Pritchard from Procter & Gamble famously said, "If you're not doing Hispanic Marketing, you're not doing marketing", and this book goes into detail about the whys and the how highlighting the huge opportunity for a group that contributes $2.7 Trillion to the economy with a median age 10 years younger than the rest of the United States population.
Enjoy case studies from several blue chip brands like Cheetos, Coors Light, Lilly, Kia, etc.
Isaac's new book gives you context and reasons for how you could take your marketing strategy to the next level by thinking multicultural. Enjoy!!
Hispanic Marketing Power. America's Business Growth Engine can be purchased here.
Guests: Isaac Mizrahi, CEO of Alma, Author, Speaker, Board Director, Multicultural Marketing Expert, Forbes Contributor, AdWeek 50
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cárdenas, Principal of Digital Strategy & Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Racism and Discrimination in AI and a Good Way to Fight it. A chat with Rolf and Roscoe from LERMA/.
In an era where AI tools are revolutionizing various fields, the world of advertising and marketing is no exception. While Roscoe McGee and Rodolfo Ruiz immersed themselves in groundbreaking AI projects at the agency, they, alongside their innovative peers, identified a pressing concern: the tools weren't as inclusive as LERMA's envisioned creations. Committed to forging a more inclusive future, they sprang into action. Today, on the 7th episode of the 5th season of Loud and Clear, they delve deep into their inspirations and the groundbreaking technology they've harnessed to tackle an issue that's paramount to us all. Tune in, join the conversation, and remember – the future is not only ours to experience, but ours to shape.
Also reported on AdAge on the article you can read here.
Guests: Roscoe McGee, Content Creator & Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cárdenas, Principal of Digital Strategy & Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Artificial Intelligence with Gerónimo Ávila. Is it an Ad Agency Killer or Booster to Help Market Brands?
In this the 6th episode of the 5th season of Loud and Clear, we dive deep into the evolving world of artificial intelligence in the advertising sector with Geronimo Avila, the trailblazing CEO of Element and founder of Sonoro Media. As a digital pioneer in Mexico, Geronimo offers invaluable insights into how AI is reshaping agency strategies and workflows, the potential benefits and pitfalls for marketers, and a glimpse into the future of ad campaigns powered by machine intelligence. Don't miss this enlightening conversation, curated for forward-thinking marketers and advertising aficionados.
Guest: Gerónimo Ávila, Founder & President of Element (Digital Transformation & Full Service Agency) and Co-Founder of Sonoro Global Media Corp.
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cárdenas, Principal of Digital Strategy & Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Remember to tune in and let's demystify digital advertising together!
Understanding Ad Fatigue: Why You Keep Seeing the Same Ads with Caleb Williams and Moe Chughtai
Join us in this insightful episode as we unravel the mystery of seeing the same ads repeatedly on streaming platforms like YouTube TV, Hulu, and Peacock. We sit down with Caleb Williams and Moe Chughtai, leading figures at MiQ, a forefront player in programmatic marketing. We delve into the strategic choices behind ad repetition, discussing the roles of budget, targeting, ad inventory, and frequency capping. Listen in as we explore the psychological effect of repeated exposure to advertisements and its potential pitfalls, such as viewer ad fatigue.
Advertising on streaming platforms is a delicate balancing act, and Caleb and Moe shed light on the effort that goes into creating a viewer-friendly and effective ad campaign. As a viewer, if you've ever asked yourself why you're repeatedly exposed to the same ads, this episode is a must-hear. As industry professionals, the knowledge shared in this episode provides a fresh perspective on ad strategies in the digital age.
Please comment on this episode and let's continue the conversation.
Guest: Caleb Williams, Senior Sales Director at MiQ
Guest: Moe Chughtai, Product and Strategy Executive | Global Head of Advanced TV at MiQ
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital Strategy & Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Remember to tune in and let's demystify digital advertising together!
Mass Shootings in America: How Advertising Agencies Can Help through The Power of Persuasion with Sarah Allen & Pedro Lerma
Join us in this thought-provoking episode as we explore the potential of how advertising agencies could help combat the epidemic of mass shootings in the US. We sit down with Pete Lerma, founder of LERMA, and Sarah Allen, principal of brand planning, to discuss how creative minds in the ad industry can raise awareness, promote responsible gun ownership, and drive meaningful change. Tune in to discover the power of advertising and an invitation to turn awareness into action. This problem is not new, but in the last two decades, the continuous random acts of violence have been outrageous, especially in our schools. As allegedly one of the world's most influential organizations (at least that's how we make ends meet) ad agencies and communication conglomerates need to push for a solution or solutions by organizing and assigning resources to the problem. #StopGunViolence #StopViolence
Please do comment on this episode and spark the conversation. The website on the episode is stopgunviolence.info please go, click and speak up!
Guest: Sarah Allen Principal of Brand Planning at LERMA/
Guest: Pedro Lerma CEO of the LERMA/ Agency HQ in Dallas, Texas
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
The Solution on Diversity, Equity and Inclusion in Advertising is not Written in Black & White. A chat with Reonna Johnson and Shannon Dunbar-Rubio.
Join us for a thought-provoking episode of our podcast, where we sit down with two dynamic women, Reonna Johnson and Shannon Dunbar-Rubio, to discuss the importance of diversity, equity, and inclusion in advertising. With their extensive experience in the industry, Reonna and Shannon offer valuable insights into the challenges companies face in promoting DE&I efforts, and the solutions they have found to be effective. As the founder of Three's a Crowd and the Pledge for 13 campaign, Reonna sheds light on the need for greater Black representation in leadership roles, while Shannon, as the Sr. Director of Strategic Planning at LERMA/ and leader of Inclusivista, offers practical steps companies can take to create a more inclusive workplace culture. This conversation is a must-listen for anyone interested in making a positive impact in the advertising industry. So, tune in now to discover why the solution to DE&I is not simply black and white.
(Episode entry courtesy of GPT-4)
Episode references:
BIPI (Brand Inclusivity Performance Index)
https://www.pledgeinfor13.com/
Guest: Reonna Johnson, Co-Founder of Three's a Crowd, Pledge for 13 and VP/ Director of Growth Strategy at Deutsch LA
Guest: Shannon Dunbar-Rubio Sr. Director of Strategic Planning at LERMA/ and Managing Director/Sr. Consultant at Inclusivista.
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Building Digital Bridges in the Latin American Food Tech Industry: An Interview with Evelyn Gonzalez, VP of Marketing at Puratos
Welcome to the second episode of season 5 of the LERMA/Loud and Clear podcast, where we explore the intersection of advertising, marketing, and technology. This week, we are honored to bring you an in-depth conversation with Evelyn Gonzalez, the Marketing Vice President in the Consumer Goods Industry across the Latin American Region, and a Food Tech Expert for Puratos.
In this episode, Evelyn shares her expertise on the digitalization of the food tech industry and the role of marketing in building digital bridges with customers in the baking, patisserie, and chocolate products industry. With her extensive experience in the field, she provides us with valuable insights into the challenges and opportunities of marketing in the Latin American region, and how Puratos is leveraging technology to connect with its customers in innovative and meaningful ways.
Join us as Evelyn takes us on a journey through her career and discusses the key elements of successful marketing strategies, the importance of understanding local markets, and the impact of technology on the food industry. Whether you're in the marketing industry or just curious about it, this episode is sure to inspire and educate.
Tune in to the LERMA/Loud and Clear podcast, and let's learn together from the experts in advertising, marketing, and technology.
(Title and episode description courtesy of ChaptGPT "Plus")
Guest: Evelyn Gonzalez, Marketing Vice President in the consumer goods industry, across Latin America region / Food Tech expert at Puratos
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
The Rise of Latino Leadership: The Inspiring Story of Jorge Ferraez and Latino Leaders Magazine
Join host Francisco Cardenas as he sits down with Latino Leaders Magazine founder Jorge Ferraez to hear the incredible story of how a small idea turned into one of the most comprehensive collections of Latino leaders' success stories in America. Tune in to "Loud and Clear" by LERMA Agency to learn more about Latino Leaders Magazine's evolution, its impact on the Latino community, and how a niche publisher amplified non-stereotypical Latino stories that better defined Latino's contribution to this country. Also, learn how advertising agencies play a role in telling these stories by their commitment to these communities and recognizing what they mean for the marketplace.
(title and excerpt of the podcast courtesy of ChatGPT)
Guest: Jorge Ferraez, CEO and Publisher of Latino Leaders Magazine
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital Integration at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Victoria Petrella, from Agency to Client Side Over a Slice of Domino's.
On this episode of Loud And Clear, Victoria Petrella talks about how her journey from Argentina to the United States led her on a path that helped her become a successful advertising executive into a the client side. She is currently leading the Domino's Pizza brand as Vice President of International Marketing.
Loud and Clear brings this conversation to try and reveal how ad women and men can bring value to the evolution of brands and their process by being an insider and getting things done. Join us as we talk about the digitalization transition of a brand that even reinvented its recipe to the evolution of consumer habits around the "always loved" pizza consumption.
A conversation that is slightly over 30 minutes (not free pizza, sorry) to get a glimpse of how the change at Domino's happened, how it was executed at an international level, and appealing to the Hispanic consumer in the United States. As a bonus, get some tips into what Victoria cares about and what she considers a way to bring value to brands no matter what side of the aisle you're in.
Guest: Victoria Petrella, Vice President of International Marketing at Domino's
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Co-Host: Maria Díaz, Brand Creative Art Director
Music: Pedro Lerma and the Band, LERMA/
Claudia Romo Edelman, a Voice for Hispanics in America and a Plan of Action for Brands and Ad Agencies
On this episode of Loud and Clear, Claudia Romo Edelman founder of We Are All Human and The Hispanic Star inspires us on what Hispanics role is in America changing the perception that they are TAKERS to what they actually are MAKERS. Join us in this fast-paced, high-energy conversation and get inspired on how unification can lead to Hispanics progressing which is ultimately progress for the United States of America.
Claudia, using the platform of The Hispanic Star and the work of ad man Pepe Aguilar, has successfully built an agnostic packaged brand to uplift Hispanics in the U.S. The Hispanic Star has become a framework of action for brands to belong and work with this important community. She invites companies like Procter & Gamble led by Marc Pritchard and inspires other marketers and ad agencies like ours to take a more active role in connecting and celebrating the Latino community by recognizing their values and strengths.
Claudia's leadership and enthusiasm are contagious. Her positive outlook is a much-needed approach to the polarizing times we're living in and she suggests a fresh approach to fixing the problem where she presents a plan of action and not just a cry for help or complaint like we see often on our social feeds. She presents the WHAT, the WHY and the HOW so if you're up for it, please join us in this conversation and share your thoughts and ideas with us.
Check out more Loud And Clear #LoudAndClear episodes: https://lermaagency.com/loud-and-clear/
Guest: Claudia Romo Edelman, Founder of We Are All Human, The Hispanic Star and Global GoalsCast. Marketer for social causes, advocate and catalyst for change.
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
The Godmother of the Metaverse and a look into the future with Cathy Hackl
In this episode (S4:E4) of Loud and Clear we talk to Cathy Hackl as she explains her perspective on the evolution of the internet, specifically VR in the form of the Metaverse. Cathy is a futurist, author, and speaker who has collaborated with brands like Adobe, AT&T, Amazon, Microsoft, Nokia, Oculus, and others to build and understand the Metaverse. Her most recent book titled "Navigating the Metaverse" is an easy-to-read guide to the limitless possibilities of the WEB3. She is known as the "Godmother of the Metaverse".
You might not wear a VR headset every day, but you still need to know about the Metaverse. There's a new world on the horizon, and it's going to change everything about how we live in the digital realm. It'll be just like the internet was when it first took off, with potential for new technologies and opportunities that we can't even begin to imagine. This conversation is about virtual reality (VR) and the idea that this isn't some fad technology, or just something niche gamers will get into while they're waiting around for their next console upgrade. No, VR is already here, and it's coming fast. The key thing to remember is that this isn't "just" a new way of experiencing games or movies; it's a whole new way of interacting with our digital world – with other people and with information itself – that has profound implications for all businesses everywhere.
With the democratization of VR and the Metaverse, it is only logical that ad agencies look at this space as an important connexion point between brand storytelling and consumers. The Metaverse is the next frontier of humanity and the internet. It's a place where people can create their own content, their own businesses, and their own laws. The Metaverse is not here yet but it's coming—and it will be built by us!
Join us in the conversation and learn how together we're shaping the future.
Check out Cathy's book on Amazon.
Check out more Loud And Clear #LoudAndClear episodes: https://lermaagency.com/loud-and-clear/
Guest: Cathy Hackl, Co-Founder & Chief Metaverse Officer at Journey | Top Web3 Strategist | Author: Navigating the Metaverse | Investor | Speaker
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Do you speak Gen Z? Understanding a generation with Quim Gil
The Dallas, Texas-based advertising agency LERMA/ has published several white papers that give a unique point of view on the market and consumers based on research done in conjunction with The University of Texas. These studies range from generational differences and highlights, sexual orientation and self-identification, digital and analog trends, and the impact of COVID on groups not limited to the general population. The LERMA/ Brand Planning team, led by Quim Gil has brought fresh thinking into what a multicultural audience is in America. Quim, has been talking for over 10 years about how to reframe the thinking of culture into what he calls Omniculturalism as the reality of what American culture is today. Join us in this conversation with Quim about Gen Z and get to know this up-and-coming amazing generation. They might walk into your shop today, physically or virtually through the Metaverse.
Check out more insightful LERMA/ studies: https://lermaagency.com/insights/
Check out more Loud And Clear #LoudAndClear episodes: https://lermaagency.com/loud-and-clear/
Guest: Quim Gil, Strategy Principal at LERMA/
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Influence is Your Superpower with Zoe Chance
Do you know how to use your superpower of influence as a force for good? On this episode of Loud And Clear join us on a conversation with Dr. Zoe Chance. Zoe is a writer, teacher, researcher, and climate philanthropist obsessed with the topic of interpersonal influence. Her work has been published in The New York Times, BBC and The Economist. She has appeared on CNN, written for Harvard Business Review and has a Ted Talk called How To Make a Behavior Addictive. Zoe has helped Google on how to define food policy and helped multiple companies untangle internal and external problems with the use of influence and persuasion. She talks about the power of NO in order to say YES.
On this episode we discuss the power of influence in the context of advertising agencies and the marketing industry. She has a relationship to the ad industry at a professional and even a personal level. Join us as we reframe the role of ad agencies on several topics that range from climate change, ad culture, our business model and the power of reframing your problems to solve them using the art of collaboration. #InfluenceIsYourSuperpower
Find Zoe on the links below:
Twitter: @ZoebChance
Guest: Zoe Chance, Author of international bestseller Influence is Your Superpower, Yale SOM prof, climate philanthropist
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
A Diversity, Equity and Inclusion tool for Marketers.
In the past few years, the buzz in the advertising and marketing industry has been loud, but not entirely clear to all. It has caused conversation, tension, and in some cases, even notable consequences as more and more groups start to speak up. We are talking about Diversity, Equity, and Inclusion. Under its various acronyms, the intention to address the issue is good, how can we become more inclusive as an industry, especially if we are an industry that at any given point needs to connect and some say, even represent, the reality of the markets we sought to bring our messages and products to.
LERMA/ is an agency that was born out of the need to address the harsh reality of misrepresentation. We are an agency created because there was a gap in the market for an audience that was not being taken into consideration. Today, the commitment of the agency has led to creating a tool that allows brands to measure themselves against other brands on where they stand as an inclusive brand and perhaps inspire the leaders of these brands to do more. Join the team that put together ideas and brought them to life and conversation that is #LoudAndClear.
To access the Brand Inclusivity Performance Index (BIPI) click here: https://lermaagency.com/bipi
Guest: Shannon Dunbar-Rubio, Group Strategic Director at LERMA/; Lysbeth Zimmerman Co-Founder and Principal at Drumline (formerly Quadratic), Pedro Lerma, Principal and Founder of LERMA/
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Marketing With Purpose: A Simple Truth by Jan Van Mossevelde Global President of icebreaker.
The Global President of VF Corporation icebreaker, Jan Van Mossevelde, talks about how having a simple truth guide you allows this New Zealand clothing brand to bring ad agencies and partners into a well-defined strategy and reason to exist that moves this brand to be positioned from an activist brand in the early ’90s to today, a brand that leads the mainstream trends in the world. By creating a community and a movement, the product is the story. A natural story that can be told by many in unique and different ways.
Jan, a P&G veteran, and an engineer simplifies the complex by going back to basics and finding focus on a simple truth that lies on what consumers want but also focuses on the purpose of why a product like icebreaker clothing exists. He recognizes that innovation can be found in nature by keeping it pure and just reshaping it to fit in the current times and making it relevant.
We talk about entrepreneurship, branding, marketing, and even regenerative farming, join us on this great episode. You might want to join The Flock once we’re done.
Check out icebreaker Transparency Report: https://www.icebreaker.com/en-us/transparency.html
Check out icebreaker's Uncomfortable Truths about Plastic Campaign: https://www.icebreaker.com/en-us/move-to-natural.html
Icebreaker’s socials: Instagram, YouTube, Facebook
Guest: Jan Van Mossevelde, Global President of VF Corporation icebreaker
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
If Advertising is dying, for Ben James the Industry appears to be Ripe for Resurrection.
On this 5th episode of the third season of the Loud and Clear Podcast, Award-winning Creative Director, Inventor & Storyteller, Ben James joins in a conversation about the future of the Ad Agency structure and how to build teams that deliver work that is empathetic and powerful from the ground up. As a true advocate for the industry, he recognizes that the way to improve is by being in constant motion and change, challenging the status quo, and recognizing what sucks about it, but also what is great. He understands what the industry "wants" but tries to focus on what the industry "needs" in tune with consumers, culture, and people's personal life experiences.
There's a lot of work to be done, and this conversation simply aims to add to the unstoppable sea of change looming in the Ad and Marketing industries. From building teams that trigger innovation to education to how it could potentially play out on a space like WEB3 and Decentralized Autonomous Organizations (DAO's) where the possibilities are endless and the opportunity visible as long as we keep breaking paradigms
Ben James has held positions at D Magazine, Crispin Porter + Bugosky, TDA_Boulder, Young & Rubicam Group, J. Walter Thompson and T Brand Studio.
Twitter: @benjames_human
Instagram:
#LoudAndClear
________
References:
Brand. Make brand a C-suite priority by Maggie Gross, Head of Strategy, Studios Deloitte Digital
Mark Truss, Chief Research Officer at Wunderman Thompson
________
Guest: Benjamin James, Award-winning Creative Director, Inventor & Storyteller.
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Carl Jones talks Diversity, Equity and Inclusion and the Decolonization of Advertising.
Is advertising racist? Even worse, is the industry of advertising based on a foundation that discriminates against certain groups of people? This is still a very hot topic a year after the killing of George Floyd and it is a world problem that is not limited to the United States.
On this episode of #LoudAndClear produced by multicultural advertising agency LERMA/ we speak to Carl Jones. Carl is an advertising creative guru that has shared his talent in Canada, Mexico & Europe and he is on a mission to decolonize advertising. We speak of the power of advertising and the process of bringing ideas to life. We start doing an analysis of how ad agencies operate today within an ever-evolving ecosystem that fights to earn the protagonism in the role to bring the story of brands to consumers.
We talk about the advertising business model, the technology transformation, and the movement of speaking up and taking action in the US and Mexico markets.
Follow Carl: @carlwjonesUKMX1
#LoudAndClear
Guest: Carl Jones BDes, MA. FHEA.Ph.D. (c), Award-winning International Creative Director & Mentor of all that's great about advertising
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Jeff Kauffman talks WEB3 and the future of ad agencies in a tokenized world powered by Blockchain.
Where were you when Google Launched? What was your first post on Facebook? The first Youtube video you remember? Join Jeff Kauffman, the entrepreneur adman who recently founded Parachute, a WEB3 platform for brands and agencies. He's also the creator of $JUMP, the first tokenized industry association for agency professionals and brand marketers. In this episode of Loud And Clear by LERMA/, we cover the theme of Tokens (Blockchain), WEB3, and what the future of the ad agency business will look like as consumers are quick to embrace a different currency and approach to life in general. Listen to Jeff’s vision of the future and how he plans to bring it to life. Jeff talks "brands", but also decentralized social media, product innovation, trends, sports, and much more.
WEB3 is new and could very well be the next frontier as it takes a decentralized approach promoting information democracy and transactions.
email: jeff@parachute.xyz
https://joinjump.community/
#LoudAndClear
Guest: Jeff Kauffman, Founder at Parachute | JUMP into web3, NFTs, & social tokens
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Empathy Marketing, a conversation with Kathy Hines from VF Corporation (Dickies)
The United States marketing scene is going through unprecedented changes that demand brands to connect with consumers by recognizing their diversity. That might be the word on the street and the highlight of the trending topics you see today, but Kathy Hines has been a marketer driven by empathy with consumers way before this became THE WAY. As Global Vice President of Marketing and Licensing of VF Corporation, Kathy has led teams that adopt this approach, generating outstanding results for their brands.
Join us in an open conversation with Kathy on how she went from South Texas to Europe and Asia and how, now back in Texas, she's running what is one of the most purpose-driven casual fashion powerhouses by putting the consumer first. Season 3 is ramping up and we are excited!
#LoudAndClear
Guest: Kathy Hines, VP Global Marketing for VF Corporation, Dickies
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Digital Fight Club: Mike Pratt connects heavyweight marketing executives to fight about trends, technology and marketing in the ring.
Advertising Disagreement? Want to take a different marketing approach for your brand? LET'S STEP OUTSIDE, BRAH! Or even better, step into the ring in one of the most exciting marketing events available today: Digital Fight Club. 🥊
Founder Mike Pratt, the modern Don King of marketing and advertising fight night, calls bullshit on regular panels and adds some extra sauce to the debate by reinventing the format and inviting heavyweights of the industry to step into the ring. The goal of Digital Fight Club is to debate advertising strategies, tactics, and confirm or debunk hypotheses to find solutions to real marketing problems in a fast-evolving space where Digital, Technology and the chaos that has shadowed traditional ad agency formats have created challenges for both the industry and clients alike.
Loud and Clear is back! Enjoy the episode!!
#LoudAndClear
Guest: Mike Pratt CEO & Co-Founder of Panamplify/ Founder & Host Digital Fight Club
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Trend Watching in the Age of COVID-19, with John Stallé
What can a 1948 Supreme Court case teach us about trends in 2021?
In this episode of Loud And Clear we talk to John Stallé, a Digital Strategist and Thinker who questions the status quo, and takes a step back to offer his perspective on today's digital landscape. In this episode, Stallé goes back to 1948 where he connects the influence of "The Paramount Decrees" and how this started to define the way content is distributed and ultimately consumed. It's been eight years that we have discussed, analyzed, and published our digital trends reports which ultimately talk about content consumption of some sort and fall in one of the following buckets defined by John:
- TOUCHLESS EXPERIENCES
- TECHLASH
- IRL TO URL
- VIRTUAL GAME NIGHT
- SOCIAL ACTIVISM
- REMOTE LEARNING
Join us and see how these trends ultimately have impacted the Sociopolitical, Economic, and even Medical fields.
#LoudAndClear
Guest: John Stallé, Digital Strategist at The Richards Group
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Streaming Wars, a look Inside Pandora with Alberto Santiago Deida
It’s been 20 years since the launch of the "Music Genome Project," which most of us know as Pandora, the music streaming service. Our guest, Alberto "Berto" Santiago Deida, is the Creative Director at Studio Resonate/Pandora. Berto shares how Pandora pushes innovation and provides clients with a unique space for brands to tell their stories. On this episode, we decipher the line Studio Resonate draws between platform agnostic agencies and relationships with agencies and brands alike, along with their approach to the multicultural market. We discuss added value for both agencies and brands and the differences that make Pandora unique. As the tentacles of advertising professionals expand to media agencies, media platforms and startups, hear how one advertising creative has evolved and brings value to this space.
#LoudAndClear
Guest: Alberto "Berto" Santiago Deida, Creative Director at Studio Resonate/Pandora
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Rishad Tobaccowala: Restoring The Soul of Business, staying human in the age of data.
“The Great Re-Invention is here. It is time to resurrect.”
In this episode, we have the author, mathematician, business philosopher, and ex-publicis guru, Rishad Tobaccowala. Rishad began his advertising career in an agency with strong beliefs -- in a time when Leo Burnett was Leo Burnett and folks believed in reaching for the stars. Rishad joins us through The Richards Group's Digital Nerve series and introduced by Chris Ferrel, who has featured in past episodes. Rishad comes across as a man who truly gives a shit. He provides great thinking to our LERMA Podcast series in a time when ad agencies must take a more transparent approach to problems by putting human beings first in our current times of the pandemic and protests. Enjoy delving into Rishad’s thoughts and find more from him in his recently-launched book RESTORING THE SOUL OF BUSINESS (staying human in the age of data).
Guest: Rishad Tobaccowala, Author and Business Leader
Produced: Rolf Ruiz, Digital Strategist and Creative Technologist LERMA
Hosts and Intro: Francisco Cardenas, Principal Digital Strategy LERMA & Christopher Ferrel, Principal Digital & Social Strategy The Richards Group
The Big Reset. Diversity and Inclusion From Today On.
Today, people are doing lots of soul searching, and lots of eyes, minds, and hearts are opening as a result. Brands are also reexamining their roles in society. Have we done enough to promote equality? What else should we be doing? We are calling this “The Big Reset,” a look at how we should be thinking about diversity and inclusion from now on.
Join LERMA/ on #LoudAndClear for this panel discussion on inclusion in advertising. It was an exciting live virtual event in which our three panelists (Marc Patrick from Beyond Meat, Sandi Edgar from SMU and Inclusivista and Kevin Hamilton from Avocados From Mexico discussed how brands can influence cultural inclusion in a post-pandemic society, both overtly and subtly honoring multiculturalism.
Each of the panelists had an opportunity to exchange ideas and share experiences related to the goal of advancing diversity and inclusion across different touchpoints within their organizations. The panel was moderated by Lindsay Rittenhouse from Ad Age.
#TheBigReset #LoudAndClear
A Super Bowl Win for Avocados From Mexico at the Reggie Awards, a Chat between Aldo Quevedo and Jorge Ferraez.
On this special episode of Loud And Clear, Latino Leaders Magazine founder, Jorge Ferraez, connects with LERMA's Principal Creative Director Aldo Quevedo on a discussion that ranges from the ANA's (Association of National Advertisers) Reggie Award win for the Avocados From Mexico Super Bowl campaign to a glimpse of Aldo's career in the United States.
Join us and hear how multicultural marketing has evolved with the conversation led by two of the pioneers of Latino media and marketing in the U.S.
Aldo is not shy when it comes to sharing how LERMA operates and has adapted during COVID-19. He even shares a tip or two about Avocado Toast.
Co-host and Guest: Jorge Ferraez President and Founder of Latino Leaders Magazine
Guest: Aldo Quevedo, Principal and Creative Director LERMA
Produced: Rolf Ruiz, Digital Strategist and Creative Technologist LERMA
Host and Intro: Francisco Cardenas, Director of Digital Strategy LERMA
Somewhere in the Messy Middle, Reigniting Brands (COVID-19)
Join us on Episode 4* of the second season of #LoudAndClear where Brand Planner Chris Owens pairs up with Chris Ferrel, Principal of Digital Strategy, who is no stranger to the show. They embark on a conversation about the role of ad agencies as the COVID-19 pandemic unfolds and as the United States struggles to open up for business. Currently, many brands have halted marketing efforts, while consumers are eager to keep living. This upheaval is happening in the context of social unrest triggered by racism and social division in America. How can ad agencies address not only brand needs, but also consumer needs in order to build a meaningful bridge between the two, while staying culturally relevant and useful?
* For context, this episode was recorded on May 20th, before George Floyd's unjust killing on May 25th
HOST:
Francisco Cardenas, Director of Digital Strategy at LERMA
GUESTS:
Chris Owens Brand Strategist at The Richards Group
Christopher Ferrel Principal of Digital and Social Strategy at The Richards Group
PRODUCER:
Rolf Ruiz Digital Strategist and Creative Technologist at LERMA
The Role of Ad Agencies in the times of a Pandemic (COVID-19)
As the United States braces due to the rapid global spread of Coronavirus (COVID-19), the LERMA podcast #LoudAndClear invites The Richards Group Digital Strategy Principal, Christopher Ferrel, to discuss the ramifications the virus has had on the marketing and advertising industry along with its impact on marketing plans around the globe, especially in the United States. On this remotely recorded episode hosted by Francisco Cardenas, Director of Digital Strategy at LERMA, the conversation focuses on what should be the role of advertising agencies. As experts in the field of communication and persuasion, how should agencies address clients’ concerns during uncertain times, and what is an agency's role from the standpoint of social responsibility?
Join the conversation and share your thoughts as we embark on figuring out how live in what appears to be a new normal.
Guest: Christopher Ferrel, Principal of Digital Strategy at The Richards Group
Host: Francisco Cardenas, Director of Digital Strategy at LERMA
Producer: Rolf Ruiz, Digital Strategist & Creative Technologist at LERMA
Nike: Scoring Another Ad Professional for Client Side
On the second episode of the second season of the #LoudAndClear podcast by LERMA, we talk to Katie Leonard about her unique journey that began at Temerlin Advertising Institute and led her to various ad agencies and eventually to the client side at Nike.
Katie Leonard an SMU ’09 grad is a Digital Brand Manager within the global training category at Nike. Pete Lerma recently sat down with Katie and current SMU advertising student, Susan Slaton, to chat about how she almost ran over the founder of Nike, Phil Knight, on her first day on the job. They also discuss her role in the company along with future projects. Tune in because you won’t want to miss this amusing story! #LoudAndClear
Produced by Temerlin Advertising Institute Joel Villarini & Francisco Cardenas
Co-Hosted by Pete Lerma, Susan Slaton and Introduced by Francisco Cardenas
Blockchain in Advertising, a Super Bowl Game Changer.
On the 1st Episode of the 2nd Season of the Lerma Podcast #LoudAndClear, we talk with Reeve Collins to discuss how Blockchain could very well be the next big thing in advertising. Join our host Francisco Cardenas (Director of Digital Strategy, Lerma) in this conversation co-hosted by Ivonne Kinser (Head of Digital Marketing, Avocados From Mexico) and Kristian Bottini (Founder & CEO, 270B) where they layout out the approach that Avocados From Mexico will take on their Super Bowl digital ad campaign through digital innovation.
If you ever wondered how Blockchain technology can be applied to marketing, Reeve provides a good range of examples about how it can play a seamless role in media and brand storytelling using what he calls Smart Digital Objects (Vatoms). In hindsight, Reeve has been able to connect the dots, including cryptocurrency, throughout his career to bring innovation to the marketing and advertising industry. Coincidentally this is something that Avocados From Mexico lives by and has been doing year after year for the produce industry in collaboration with its agencies Lerma and 270B to win the conversation during the Big Game.
Enjoy this groundbreaking episode that surely will inspire new ideas for your digital marketing strategies. Please follow us on Apple Podcasts, Spotify, Stitcher or your favorite podcast provider.
Produced by Joel Villarini & Francisco Cardenas
Hosted by Francisco Cardenas
Co-Hosted by Ivonne Kinser and Kristian Bottini
Pete Lerma: Next Generation Ad Agency. David Johnson on CEO Spotlight (KRLD)
In the last Episode of Season 1 of the Richards/Lerma podcast #LoudAndClear, Pete Lerma talks with David Johnson from KRLD's CEO Spotlight. They talk about what it takes to re-define the multicultural marketing space by breaking the mold and preconceptions in a market that is driving the growth of many brands in America. The reality has shifted from a very definitive way of connecting with this audience, to broadening the spectrum of connection points through culture. Join us for this special episode where Pete talks to David about his inspiration to start what he calls The Next Generation Ad Agency, that is highly rooted in digital with the purpose of creating meaningful connections with consumers using an Omnicultural approach.
America is changing and the inception of Richards/Lerma is inspired by that change .
The Ultimate Dreamer, the story of Texas filmmaker Thaddeus Matula
A deep look inside the life and journey of this Texas Filmmaker makes the 10th episode of #LoudAndClear a special one. Thaddeus D. Matula, a Dallas born and raised self-made director that brought to us the Peabody Award-winning film Pony Excess, a film about the NCAA-mandated "death penalty" on the SMU football program, is on the mic sharing with us how he made it happen. When the film debuted on ESPN in December of 2010, after the Heisman Trophy presentation, it landed as the highest rated documentary premiere in the network's history and Texas Monthly named it one of the ten best films about Texas.
As the advertising and marketing industry seeks to build stronger connections with consumers by finding and creating genuine content told by true storytellers, Thaddeus highlights the opportunity to create and to connect in today's diversified content consumption spectrum from both a distribution and consumption perspective. He unapologetically opens up to the hosts of #LoudAndClear, Emily Puig and Alvaro Polanco, explaining with detail how you get great work done as well as the dark places you sometimes have to cross to get there including funding and connecting dreamers to believers. This podcast truly conveys the creative process many content creators go through in the sometimes dark and lonely journey to making great work see the light.
Feel inspired by Thaddeus' love for the work, life and embracing your true self.
The Ultimate Dreamer is co-hosted by Emily Puig and Alvaro Polanco and produced by Joel Villarini and Francisco Cardenas
The Age of Digital Love. An interview with Julia Estacolchic Director of Brand Marketing at Match Affinity (Match.com)
Brand and agency relationships have become more promiscuous than ever.
On the 9th episode of #LoudandClear, Julia Estacolchic, who has also played key roles in ad agencies at an international level, puts into perspective the role of ad agencies and clients alike in a time when loyalty between them is not the norm. She explains how brands today have “needs” that some agencies are not able to meet. She suggests that reinvention is a requirement and that collaboration is a must to deliver client satisfaction (nope, there’s no little magic blue pill that can fix this).
Julia starts the interview taking us on a journey of what she believes is the origin of online dating by focusing on the role that ads played in a space where war, young men, cigarettes and loneliness were a motivation to connect. Subsequently, Julia explains how the creative mind of a woman pushes the boundaries of innovation by using technology that is as promiscuous as a public telephone on a busy downtown road and brings to life the gamification behavior into the online dating world.
Enjoy this episode hosted by Emily Puig and Alvaro Polanco where Julia Estacolchic, the "Cupid Marketer", tells stories of digital love and brings them to life into real, tangible couples that are as diverse and multicultural as America itself. A great listen for multicultural marketers, ad men and women and those who seek to understand love from a different perspective.
Loud and Clear is produced by Joel Villarini and Francisco Cardenas
Inspiring Purpose with Nike's Marc Patrick, Director of Global Brand Communications
On the 8th episode of #LoudAndClear, Richards/Lerma partnered with students from the Temerlin Advertising Institute to interview Marc Patrick, SMU advertising alumnus ’93 and Senior Director of Global Brand Communications at Nike. His expertise and views on how certain moments and athletes can inspire purpose serve to guide SMU students and marketing professionals alike.
Marc, in our eyes a true real-life MVP, has been a part of seeing the Nike growth in the middle of the digital landscape that revolutionized the advertising and marketing worlds. Enjoy this episode and please comment and share your questions.
This special episode was co-hosted by Temerlin Advertising Institute Students in collaboration with Emily Puig and Jorge Rosales
Produced by Jorge Rosales, Sandi Edgar, Joel Villarini and Francisco Cardenas
Stop Making Sense with Michael Fanuele. A Podcast about inspiration, muses and the power of music.
On Episode 7 of #LoudAndClear, our guest Michael J. Fanuele shares how he came to study, understand and ultimately share the ins-and-outs of inspiration. The founder/CEO of consultancy firm "Talk Like Music" brings the experience together of former roles as Chief Creative Officer of General Mills and acclaimed brand strategist in ad agencies like JWT, Havas and Fallon, to inspire us to inspire others.
This fluid conversation will surely inspire listeners to set Delusional Ambitions that provoke action though finding their Muse. His book, "Stop Making Sense" will take you through six simple skills that, for those who wish to lead and inspire, will be like music to your ears.
Hosts: Emily Puig and Francisco Cardenas
Producer: Joel Villarini
LInks:
Cam Kelly, CMO of Complexity, shares his perspective on eSports and how brands can "play" in the space.
Meet Cam Kelly, CMO of Complexity, a space built by eSport gamers for eSport gamers to train and build the most competitive eSports teams in the world. From his headquarters in Dallas, Texas, across the street from the Dallas Cowboys at the Frisco Star, he shares his vision of gaming. This episode of #LoudAndClear was recorded just a couple of weeks after Fortnite’s World Cup took place in New York, where winner Kyle "Bugha" Giersdorf, a 16-year old gamer, took home $3M, sending a clear message to the world that eSports is a serious business that should not be overlooked and underestimated. We invite you to feel inspired to see gaming as an alternative to connect brands with a wide spectrum of people that is as inclusive and diverse as they come. Game on.
Your Hosts: Emily Puig and Francisco Cardenas
Producer: Joel Villarini
Gen Z and their wide spectrum of Sexual Self-Identification by Carlos Rodriguez
Episode 5 of #LoudAndClear presents a conversation with Carlos Rodriguez, Director of Brand Planning about how Gen Z is reshaping society’s understanding of gender identity and sexual orientation. This conversation of sexual range and spectrum comes in a time where brands and advertising professionals have myriad opportunities to cater to Gen Z’s desire for individual recognition in their marketing efforts, especially through the lens of diversity and inclusion. Although this concept resonates best in the marketing world in June to correspond with Pride month, advertisers should expect this trend to endure beyond the month of June and for years to come with Generation Z.
Your Hosts: Emily Puig and Ovidio Hinojosa
Producer: Joel Villarini & Francisco Cardenas
Consumer Privacy and Designing Digital Experiences for Outcome explained by Victor Garcia-Hoz
On the 4th episode of #LoudAndClear, multinational Creative Director, Victor Garcia-Hoz, talks about his journey through the advertising world in roles that range from Account Executive to awarded Creative Director, moved by his passion for ideas applied to digital platforms. Listen to his recent take on SXSW 2019 and how the digital landscape is shaping the relationship between brands and consumers through digital experience designs that cater to outcome.
Your Hosts: Emily Puig and Alvaro Polanco
Producer: Francisco Cardenas
Ivonne Kinser speaks about the successful digital practice of Avocados From Mexico and her journey to make it happen
On the 3rd episode of #LoudAndClear we discuss with Ivonne Kinser, Head of Digital Marketing at Avocados From Mexico, about her quest for a place where she could innovate, unleash her creative potential and execute campaigns that make a difference for her brand by bringing meaningful experiences to consumers. Her vision and simple view of the industry brings a fresh perspective to executing and interpreting digital.
Digital Transformation and Ad Agency Evolution with Francisco Cardenas
On this ambush style Podcast, Francisco Cardenas, Director of Digital Strategy at Richards/Lerma, speaks openly about digital transformation. Listen to an example of how people in the ad business have adapted to a digital driven world bringing content solutions that work in a wide array of platforms for clients in the United States like Avocados From Mexico, Clamato, Dr Pepper and Metro by T-Mobile.
Streamers Are The New Influencers by Garrett Bruster
On this episode of #LoudAndClear we talk to Garrett Bruster, Digital/Social Strategist from The Richards Group. We discuss his 2019 Digital Trend: Streamers Are The New Influencers and how marketing is being influenced by gaming, streaming, twitch and the new era of digital influencers.
Welcome to Loud And Clear
To get started, look for the first episode Streamers Are The New Influencers by Garrett Bruster a Digital/Social Strategist the The Richards Group our of Dallas, Texas.