About Sanders

I'm a creative leader, modern brand builder, and agency co-founder with more than two decades in advertising. I've led creative teams at major agencies, co-founded an independent shop, and most recently served as Principal at LERMA/. My work has earned recognition from Cannes Lions, the Effies, The One Show, and Communication Arts, and I served as a Final Round Judge for the Effie Awards in 2025 and 2026.

In 2019, I co-founded Trade School to do modern brand work for enterprise clients. We built integrated creative and production capability from the ground up, growing the team threefold in two years and serving Fortune 100 brands including FedEx, AdventHealth, Mailchimp, and The Home Depot, where we continued a relationship that started during my time at 22Squared. Along the way, we developed new approaches to integrated campaigns, dynamic creative, audience-driven creative, and high-volume content, producing 200+ campaigns and 12,000+ assets annually while holding the standard for craft.

Most recently at LERMA/ (Adweek's Fastest Growing Agency and Ad Age A-List Standout in 2024), I led the agency's creative content practice and partnered with senior leadership on how the agency needed to evolve as platforms, tools, and audience expectations changed. I founded LERMA/ Beta, an AI and emerging-tech R&D group developing repeatable workflows for modern creative production.

Co-founding and scaling Trade School gave me a perspective most agency creatives don't develop: direct experience with the organizational design, talent, financial trade-offs, and capability decisions that shape what a creative organization can actually do. I bring that perspective to the creative work I lead.