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Joe Baratelli

EVP, Chief Creative Officer at RPA

Joe Baratelli


Joe Baratelli, Executive VP, Chief Creative Officer

Joe has been with RPA since the agency was formed in 1986. Over the years Joe has helped create iconic campaigns in several categories.

Joe created Gold Effie Award winning “Too Much Good Stuff” campaign for ampm convenience stores. Over eight years same-store sales rose on average five percent year after year, displacing 7/11 as the number one C-store in the west.

Joe’s “Behind the Music” campaign for VH1 was credited with renewing viewership and reviving the network. The spot’s revealing peeks into artists Mick Jaggar, Keith Richards, Pete Townshend, Mariah Carey and others became culturally relevant as Saturday Night Live spoofed the campaign for several weeks.

For the past twenty-five years Joe has for been involved with the marketing of Honda automobiles and has touched virtually all aspects of the account, including the Power of Dreams corporate campaign.

When Joe started working with Honda the line up consisted of three models and had annual total sales of 500,000 cars. Today Honda is scheduled to sell 1.3 million cars, has four top selling models in their category and is on the verge of becoming the number-three automaker in America. Achieving top sales while never resorting to cash-back incentives. Under Joe’s guidance work for Honda has been awarded numerously over the years for television, print, outdoor and collateral, as well as interactive and integrated marketing. Including the One Show, Clios, Art Directors Club, Communication Arts, the MiXX awards and J.D. Powers award for Best Automotive website four out of the last five years.

Other brands Joe has helped include Disney, Pioneer Electronics, American Century investments, ARCO Gasoline, NHL’s Los Angeles Kings, La-Z-Boy Furniture and Farmers Insurance.

Joe has been recognized as a marketing expert, being asked to appear on CNBC’s On the Money, speak at Media Bistro’s Social Media Summit and the Yahoo Creative Summit where he was awarded the prestigious Purple Chair award for integrated marketing.

Joe’s career started in his native Detroit at Young and Rubicam after graduating with a Bachelor of Fine Arts degree from the College for Creative Studies, which included a year-long stint in Florence Italy where he studied Italian design and the films of Federico Fellini.

In 2000 Joe joined the Directors Guild of America. He has helmed spots for ampm, American Century, ARCO, Honda and Acura. His latest spot for Honda’s sponsorship of the NHL combined two of his favorite subjects, hockey and kids.

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