Dallas-based independent agency LERMA/ has hired agency veteran Omar Quiñones as its first Chief Strategy Officer. The agency was founded by CEO Pedro Lerma, initially as the Richards Group’s Hispanic agency before he bought Richards out five years ago. It is billed as a cross-cultural specialist. 

Quiñones joins LERMA/ after having served with a number of well-known industry shops including YETI, Anomaly, Crispin Porter + Bogusky, and LA REYNA (in partnership with VICE). He’s worked with brands like Johnnie Walker, Kraft Mac & Cheese, Buchannan Whiskey and more.  

Quiñones’s appointment is part of a broader string of senior leadership investments at LERMA/, including the additions of Paco Conde (Chief Creative Officer) and Josh Archer (Chief Data Officer), underscoring the agency’s continued expansion. 

“Omar’s appointment represents the next chapter in LERMA/’s evolution,” stated Lema.  “His ability to connect culture, creativity, and business growth will allow us to serve clients with even greater depth.”