June 19, 2020

LERMA/ announced that the American Advertising Federation (AAF) Dallas has chosen Salma Gottfried as one of the 2020 Shining Stars in Advertising and Marketing. Gottfried is the principal of Brand Management at LERMA/, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America.

The AAF’s fourth annual Shining Stars awards program honors top women in Dallas advertising. The program recognizes Dallas women who are producing thought-provoking and innovative work, breaking through barriers to create something new, or forging partnerships that drive growth. The Shining Stars, who include community leaders, C-Suite executives, co-founders, executive VPs, strategic masterminds and media mavens, are breaking glass ceilings and elevating the Dallas advertising and marketing community to new heights.

Gottfried is a leader in the industry with tremendous expertise and insights, having worked with a broad range of the most iconic brands including Procter & Gamble, JCPenney, Gillette, Gatorade, Quaker, Pepsi, The Home Depot, Keurig Dr Pepper, Lay’s, AT&T, Hyundai and Radio Shack. She has embraced the digital revolution and sets an example for others to follow. Throughout her career, she has cultivated top advertising talent in the Dallas Market by working with them hand-in-hand to service blue chip clients. She’s been particularly mindful of mentoring top female advertising talent to push the boundaries for client success. Salma consistently delivers results for clients and the agency. Most notably, her contributions to The Home Depot efforts have been key in the retailer adopting more multicultural communications, including efforts by the brand to be more authentically reflective of its own customer base.

“Salma possesses the creativity, leadership, mentorship and curiosity that have earned her great respect and successes in the industry,” said Pete Lerma, LERMA/ founder and principal. “On behalf of the entire LERMA/ team, we congratulate her for this recognition and feel lucky to work with such an inspiring professional and person as Salma.”

Gottfried, along with the other 19 Shining Stars, will be honored at a formal gala on September 3 at The House of Blues. The gala will follow all COVID-19 social distanced guidelines for gatherings. AAF Dallas Board of Directors reviewed all Shining Star nominations and presented them to a panel of judges comprised of members of the AAF District and National organizations.


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