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The 2025 AAF Dallas Southwest Advertising Hall of Fame Gala was a celebration of talent, tenacity, and the people who have shaped the heart and soul of our industry. Four advertising icons — David Kroencke, Pedro Lerma, Terence Reynolds, and Roger Tremblay — were inducted for their lasting contributions to creativity, leadership, and community.
Each speech told a different story: Dave’s was full of humor, humility, and heart. Pedro spoke of purpose and using creativity to leave the world better than we found it. Terence brought the room to its feet with his passion, authenticity, and love for the people who helped shape him. And Roger reminded us all that reinvention is possible at any stage — and that success is sweeter when shared.
Congratulations to all four inductees — you’ve made your mark on the industry, and on all of us.
At this year’s AAF Dallas Southwest Advertising Hall of Fame Gala, Dave Kroencke was honored for a career defined by loyalty, leadership, and heart — with a few Steely Dan tracks thrown in for good measure.
From his early days at The Richards Group to co-founding Plot Twist Creativity, Dave has been the steady force behind some of Dallas’ most iconic work. But beyond the titles and campaigns, he’s known for being the kind of person who shows up, gives back, and somehow makes even the hardest days a little lighter.
Smart. Principled. Hilarious. A rock star in every sense. Congratulations, Dave — you’ve more than earned your place in the Hall of Fame.
Pedro Lerma’s induction into the Southwest Advertising Hall of Fame was a moving tribute to a career defined not just by creativity, but by conviction. From humble beginnings selling radio airtime in Wichita Falls to launching his own agency, Lerma has always followed a purpose-driven path. With a mission to “channel creativity for good,” he’s built a body of work that goes beyond great advertising — it enriches lives. Whether it’s sparking a smile with Avocados from Mexico, inspiring generosity with the Salvation Army, or encouraging reflection through the powerful He Gets Us campaign, Pedro’s work reminds us that great advertising doesn’t just sell — it serves. His heartfelt speech was a testament to faith, gratitude, and the belief that success is never achieved alone.
For Terence Henderson, being inducted into the Southwest Advertising Hall of Fame was more than a career milestone — it was an unexpected, overwhelming, and deeply personal moment of reflection. Known for his boundless energy, soul-deep passion for storytelling, and 30+ years at The Richards Group, Terence brought the room to laughter and tears as he traced his journey from a wide-eyed creative with a portfolio full of potential to a Hall of Famer whose work and spirit have left a lasting imprint. Rooted in family wisdom, faith, humility, and relentless love for the craft, his speech reminded us that greatness isn’t just built on awards or ambition, but on heart, sacrifice, and the people who walk with us along the way. With gratitude to mentors, family, colleagues, and a late father whose words still guide him, Terence stood proudly — not just as a theory, but, in his words, “a fact.”
For Roger Tremblay, the Southwest Advertising Hall of Fame honor was a moment to reflect on a remarkable journey that began in 1971 when he stepped off a Braniff flight at Love Field, fresh out of Michigan State with a master’s degree and no real idea what Dallas would become to him. What followed was a career that spanned both coasts of the advertising and media world — from the Wall Street Journal to decades of leadership in the media business — and later, a reinvention as a trusted recruiter helping the next generation find their place in the industry. With warmth, humility, and gratitude, Roger credited his success to those who believed in him along the way, especially his wife Gail, whom he called “by far the best thing that ever happened” to him. His story is one of evolution, service, and unwavering generosity — a legacy built not just on career milestones, but on helping others create their own.
