RPA’s Joe Baratelli on Doing Good (Marketing) to Do Well

Thanks to Los Angeles-based agency RPA, “We Are Farmers, buh bi dum dum dum dum dum” has become a bit of a jingle earworm. Great awareness and brand recognition for the insurance company. Joe Baratelli, EVP and Chief Creative Officer of the agency that’s been his home for almost 35 years, walked me through that and other creative concepts and their business results. It starts, he suggests, with the mantra of the organization: People, Relationships and Results.

(Note: You can also read a summary of this conversation in the new publication, The Continuum.)

Now, in an era of ubiquitous focus on health, though, the AOR of Farmers and Honda wants to expand its portfolio to include more healthcare clientele. Joe also explained how RPA has started to accomplish that — and did well by doing good for UNICEF and the Pediatric Brain Tumor Foundation. It’s heartwarming work and their pillars of focusing on people and relationships definitely shine through.

Sample of UNICEF #VaccinesWork art

If you’re in advertising or #marketing, this is one to save as a download.
Joe and I talk about:

• How respecting your co-workers AND the audience for the campaigns yields results
• How they applied that to the UNICEF #VaccinesWork campaign and leveraged our inclination to protect our kids from danger to drive inoculations that protect them from dangers we can’t see. Brilliant!
• The elements that went into a worldwide campaign and its efficacy in changing minds
• How marketing #vaccines is similar to…or different from… marketing other clients like Apartments.com, Honda, or Farmers, for example.
• How DID they evolve their Farmers campaign as times have changed over 10 years on the account?
• What behavioral scientists can tell you about human nature…to inform creative campaigns
• How pro bono work, such as for PBTF and the stunning collection of compelling animations they did to ease kids into understanding their diagnosis led to a healthy set of new clients…

Oh, and yes, I managed to sing the Farmers jingle.