- Let’s talk with Aldo Quevedo, who with his work has become a reference on the topic of the Hispanic industry in the United States. What is your creative, personal and professional background?
To me, working in advertising is a privilege. I consider myself very lucky to do what I do every day. I’ve been in the United States for more than 20 years and am very happy with what the agency has achieved. Also, I’m very lucky to work with such talented a group of people helping both our brands and clients to be successful.
- Richards/Lerma has become a Hispanic reference in the competitive US market. What is the reason for this success?
I think part of the agency’s success lies in the understanding on what our clients need in order to get great results. We relentlessly looking for a creative, unexpected solution to the challenges and opportunities in front of us. The success also comes from our deep knowledge of the segment we connect with. We don’t like to call them “consumers”, because now more than ever, people have the right and the voice to challenge brands, beyond consuming their products or services. We’re celebrating our 10th anniversary in 2019, and from the beginning we were a next-generation agency, looking out for new trends, technology and business opportunities. From day one, our DNA has been 100% digital, and the other very important part of our essence is our Hispanic and multicultural expertise. I truly believe we have the right combination to connect with the new America.
- The Guacworld campaign broke records with regards to digital impact in the past Super Bowl, and meant that Richards/Lerma reached the Top 7th agency in the world in the past WINA. Was there a before and after of such a successful campaign in the agency or for you as a professional?
Super Bowl 2018 was the third time our client Avocados From Mexico participated in the game. It was a milestone for us too, since the brand was recognized as the most mentioned in social media during the game! As a matter of fact, this year we also achieved the same results, making AFM the most mentioned brand in such an important platform three years in a row. We’re thrilled and proud of this, even more so because our brand had a much smaller budget than other brands that regularly participate in the Super Bowl, like Pepsi and Toyota. Seeing these kind of results have allowed our clients to feel confident and try to be more daring, learning from things that worked in previous years, and that solidifies our agency as a savvy digital player that understand and leverage the platform.
- This year being another year in the Super Bowl did you have a challenge? What was it?
To stay consistent and keep Avocados From Mexico as the most talked about brand. Every year, brands become more skillful, agile and savvy; our challenge was not to keep doing the same, but rather to add new technologies, engaging avocado lovers like never before and shaking up the playbook by learning from what worked and recalibrating what didn’t, always maintaining focus on the end goal of winning the social conversation.
- What do you expect from a candidate to be part of your creative staff? What do you need to have to be part of Richards/Lerma?
The people who would like to be a part of our team have to care about what they do, they must put their heart into it. We all have stickers on our notebooks with our motto: “Give a shit” it means caring about the work, caring about the team members, caring about our clients. Everyone at the agency is expected to do more than what is asked of them, bringing all their creativity and hard work every day. We look for people that are committed with the profession, their craft, we want passionate ad people, not just “people who work in advertising”.
- What could be the biggest competitive advantage of an independent agency professional vs a professional at a multinational holding?
In general, you have to have a warrior spirit, willing to take risks and always seeking to do things better than anyone else, without losing sight of the client’s challenges and objectives. I believe that the flexibility in our thinking and the focus in solutions is what makes our agency very competitive, without the restrictions or red tape of a holding company. Each person working here has the authority to solve the client’s problems and make decisions.
- What is there to come for Richards Lerma in 2019?
The year started very well for us, as we have added several brands, such as “Barcel US”, part of Bimbo Bakeries. We are working on Innovation Projects with them, launching two new brands for mainstream market, or General Market as they call it here. We also started working for Southwest Airlines, an iconic brand in the country. In addition, we have new projects from our current clients, and we are very active in our new business efforts. One great advantage that we have being an independent agency, is that there’s no pressure to reach certain financial goals imposed on us by someone else; that allows us to have complete focus on our client’s business and it gives us ability to make the best decisions for the agency.