LERMA/ has appointed Omar Quiñones as its first chief strategy officer. The move marks a significant investment in the agency’s continued commitment to culturally fluent strategy and industry-leading creative effectiveness, following the recent hire of Paco Conde as first chief creative officer.
Omar’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 of world-class talent.
Omar joins LERMA/ following a distinguished career shaping breakthrough, culture-driving work at YETI, Anomaly, Crispin Porter + Bogusky, and LA REYNA (in partnership with VICE). Most recently, he served as CSO of Messianu/Edelman/Lerma (MEL), leading culture-first, integrated creative agency with clients that include the P&G, Aaron’s, and Gran Centenario.
Before entering advertising, Omar trained as a developmental psychologist, a foundation that informs his human-centred, empathy-driven strategic philosophy.
“Insights come from real lives, not assumptions,” said Omar. “I’ve always believed the most effective work speaks to the universal through the specific, honouring the people, communities, and cultures driving mainstream influence.”
In his new role, Omar will codify LERMA/’s culture-forward strategy frameworks, elevate creative effectiveness across the agency’s client roster, and strengthen communications planning and measurement.
“Omar’s appointment represents the next chapter in LERMA/’s evolution,” said Pedro Lerma, CEO and founder. “His ability to connect culture, creativity, and business growth will allow us to serve clients with even greater depth, and build an agency model that moves at the speed of culture.”
Omar’s arrival comes at a pivotal moment for the industry, as brands confront the rise of cross-cultural mainstream narratives, an urgent need for culturally fluent strategy over “demographic checkbox marketing”, and the growing momentum of independent agencies that can move faster, stay closer to culture, and offer clients more integrated, future-facing partnerships.
“I’m joining LERMA/ to help build the next evolution of an independent agency – one that leads categories, communities, and culture,” Omar said. “LERMA/ has always had the heart. Now we’re building the strategic engine to match.”
