Francisco Cardenas: Director of Digital Strategy, Richards/LermaFrancisco’s title? Director of digital strategy. Behind that title? A storybook career. Francisco’s tale starts in Mexico City, with jobs at GibertDDB and JWT. The next chapter finds him graduating from the University of Texas and working for Leo Burnett and Dieste. Turn the page, and he’s earning an MBA in Sports Management from the Universidad Europea de Madrid. Then returning to Mexico to start his own agency. Then partnering with Lead2action, a top digital shop. Then restructuring that shop for acquisition by Publicis. Dieste brings Francisco back to Dallas, where he earns acclaim from Cannes and the Clios – and attention from Richards/Lerma. Here, Francisco tells impressive stories for brands such as Dr Pepper, MetroPCS, and Bud Light.