ALEXANDRIA, Va., Sept. 21, 2021 /PRNewswire/ -- After an extensive
review and agency search led by SelectResources International
(SRI), a premier consultancy in agency and search
relationship management, The Salvation Army USA has named Dallas-based LERMA/ as its agency of record
for next-generation advertising, public relations, and digital
fundraising efforts in support of its critical mission of preaching
the gospel of Jesus Christ and
meeting human needs in His name without discrimination. In 2020,
The Salvation Army served more than 30 million people who sought
local assistance from their 7,300 service centers.
One of the nation's most respected charities, The Salvation
Army, established a National Agency Search Committee earlier this
year, composed of leaders from its four U.S. Territorial
headquarters, National Headquarters, and National Advisory Board to
ensure its resources would be efficiently and effectively used to
reach and engage audiences.
With a goal of forging deeper relationships with the American
public, The Salvation Army evaluated multiple agencies through a
strenuous process over several months, culminating in the decision
to award LERMA/ the contract.
"The Salvation Army has a responsibility to the people we serve,
and those who trust us to serve on their behalf, to do everything
within our power to meet suffering humanity," said Commissioner
Kenneth G. Hodder, National
Commander for The Salvation Army. "That includes choosing
high-caliber partners who can efficiently utilize resources to meet
the mission. LERMA/ proved itself at every turn to be the most
capable partner with unrivaled cultural intelligence, and we look
forward to a partnership that will expand The Salvation Army's
ability to meet human needs in every ZIP code of the United States."
LERMA/ is a minority-owned, full-service agency that provides
creative, paid media, planning/strategy, social media, and
production services; and partners with a team of analytics experts,
public relations specialists, and digital relationship marketing
professionals to provide multifaceted expertise.
"We believe the more we understand the lived experiences of
those we are reaching out to, the better chance we have of striking
a chord with them in an emotional and personal way," said
Pedro Lerma, owner of LERMA/. "The
Salvation Army represents the good that exists in all of us, and we
are honored to play a small role in helping this amazing
organization serve more people during this historic time in our
country."
In addition to demonstrated industry expertise, The Salvation
Army admired LERMA/'s omnicultural mindset and multilingual
capabilities as they align with the organization's desire to more
effectively partner with audiences of diverse backgrounds,
passions, and beliefs.
Learn more about ways The Salvation Army is serving individuals
and families in need at www.SalvationArmyUSA.org.
About The Salvation Army
The Salvation Army annually
helps more than 30 million Americans overcome poverty, addiction,
and economic hardships through a range of social services. By
providing food for the hungry, emergency relief for disaster
survivors, rehabilitation for those suffering from drug and alcohol
abuse, and clothing and shelter for people in need, The Salvation
Army is doing the most good at 7,600 centers of operation around
the country. In the first-ever listing of "America's Favorite
Charities" by The Chronicle of Philanthropy, The Salvation Army
ranked as the country's largest privately funded, direct-service
nonprofit. For more information, visit SalvationArmyUSA.org. Follow
us on Twitter @SalvationArmyUS and #DoingTheMostGood.
About Lerma/
LERMA/ is a full-service branding and
creative agency dedicated to channeling creativity for good. Based
in Dallas, LERMA/ was founded by Pedro Lerma with an
emphasis on omniculturalism and a belief that they can affect
culture positively by reflecting the culture of the world around
us. Current clients include Avocados From Mexico, Anheuser Busch -
InBev, Keruig-Dr Pepper, Ocean Spray, and The Home Depot.
About SelectResources International
SelectResources
International (SRI) is a management consulting company that
specializes in helping marketers find and optimize their marketing
communications resources. Established nearly 30 years ago, SRI is
the premier strategic search consulting firm in the country, having
managed and completed over 600+ reviews and projects involving over
$30+ billion in media billings. In addition to agency search, SRI's
work encompasses compensation consulting, agency model consulting,
and client/agency relationship management consulting and training.
SRI clients have included 65 of the top 200 largest advertisers in
North America. (Source: AdAge)
Media Contact: Joseph Cohen
(703) 299-5551
Joseph.Cohen@usn.salvationarmy.org
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SOURCE The Salvation Army