The Luminary

Dallas’ LERMA/ Agency Produced 3 Commercials for This Year’s Super Bowl

It's a big deal for an ad agency to get one commercial into the Super Bowl, where 30-second spots this year are running for $7 million a pop. But during this year's big game, Dallas-based LERMA/ Agency will be cheering on three different spots it produced. According to the Dallas Business Journal, LERMA/ produced a :30 spot for Irving-based Avocados from Mexico, and also said "Action!" for a 30-second and a 60-second spot for "He Gets Us" a Christian ad campaign funded by what Christianity Today calls "a small group of wealthy anonymous families."
LERMA/ Agency Is Doubling Its Footprint in Dallas’ West End
The Dallas-based agency was founded by Pedro Lerma with a focus on "omniculturalism" and a belief that it can affect culture positively "by reflecting the culture of the world around us." The agency is occupying a second full floor at The Luminary building in the West End Innovation District, doubling its footprint in one year.
Two Pioneering Dallas Ad Agency CEOs Launch Multicultural-Focused YouNite Media
by | Jun 28, 2022
Pedro Lerma, CEO of LERMA/, and Rodrigo Vallejo, CEO of RO2 Media, have launched YouNite Media—a demand-side platform that helps advertisers connect with audiences in an automated, anonymously trackable way. The new startup leverages both "cultural intelligence" and the co-founders' deep experience in multicultural marketing. "Lots of brands in the last couple of years have felt the urgency of being more in tune with their increasingly multicultural audiences," Lerma told Dallas Innovates. "YouNite hopes to let brands live up to their multicultural commitments."
Now Topped Out, New Renderings Show The Luminary’s Potential as Innovation ‘Hotbed’
by | Jul 24, 2018
Billed as a structure "designed by creatives for creatives," The Luminary will be the tallest building in the West End at seven stories.