RPA Promotes Joe Baratelli to Chief Creative Officer

July 11, 2012


Santa Monica, Calif., July 11, 2012 - RPA, the largest advertising agency headquartered in Los Angeles, and the third-largest independent agency in the country, announces the promotion of Joe Baratelli, previously EVP, Executive Creative Director, to the position of EVP, Chief Creative Officer, reporting to Bill Hagelstein, President and CEO.

Baratelli's direction is instrumental to RPA's 360-degree fully integrated approach that creates interest, participation and conversation across all media channels, including TV, digital, social and beyond.

Baratelli will continue to oversee all creative work for Honda, Farmers Insurance, Intuit Small Business, La-Z-Boy, Mandalay Bay Resort and Casino, Tobacco Free CA and several others. He was named Group Creative Director in 2010 and then EVP, Executive Creative Director last year.

"With Joe at the creative helm for nearly a year, RPA has had a slew of grand-slam campaign successes for a variety of clients. This elevated title fully recognizes Joe's countless contributions to RPA's culture and creative reputation," said Hagelstein.

Recently, Baratelli oversaw memorable work such as Honda's "Matthew's Day Off" Super Bowl spot, part of the bigger, all-new CR-V Leap List campaign. Following this launch, CR-V has set a six-consecutive-month sales record. He also led the "Million Mile Joe" digital campaign that was recognized by the One Show Interactive and CLIO awards.

For Farmers Insurance, Baratelli guided the launch of the University of Farmers® campaign in September 2010. Since then, Farmers has moved into national consciousness and experienced success in three critical areas: creative breakthrough, brand linkage and unaided consideration.

Baratelli's leadership of recent projects includes the Newport Beach Film Festival, Intuit Small Business's "Get Business Growing," Tobacco Free CA and La-Z-Boy campaigns starring actress Brooke Shields.

Baratelli has been with RPA since the agency was formed in 1986, originally joining as an Art Director working on Honda projects. He has helped create such iconic campaigns as the Gold EFFiE® Award-winning "Too Much Good Stuff" campaign for ampm convenience stores and Honda's Power of Dreams corporate campaign.

Baratelli's work has been recognized by the One Show, EFFIEs, ADDYs, CLIOs, Art Directors Club, "Communication Arts," the MiXX awards and J.D. Power awards for best automotive website for the last five out of six years.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com.