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EVP / Chief Creative Officer
Where creative, strategy and integrity meet, you’ll find Joe Baratelli. With a positive leadership style and strong creative vision, Joe has been key to the continued growth of RPA and has helped garner a multitude of awards and recognition from the Art Directors Club Awards, Cannes Lions, Clios, Communication Arts and The One Show. His advocacy for RPA’s independence and ability to align data, creative, and media with production under one roof are key to RPA’s track record with longtime clients American Honda, Farmers Insurance and La-Z-Boy, to name a few.
Joe’s passion and expertise extend to all media, which allows clients to benefit from truly holistic campaigns. Over his 30-year career, Joe has helped build small brands into big ones, and made big brands even bigger. Starting with Honda, and continuing over the years, he has been responsible for many iconic brand campaigns, including La-Z-Boy’s “Live Life Comfortably,” ampm’s “Too Much Good Stuff,” VH1’s “Go Behind the Music” and two-time Effie winning “University of Farmers” campaign for Farmers Insurance.
Joe’s drive to deliver beyond the brief has reimagined the agency workflow to operationalize small cross-discipline core teams to work nimbly to tackle assignments quickly, netting Cannes-winning results like the “Imaginary Friend Society” for the Pediatric Brain Tumor Foundation.
Joe has judged numerous industry awards programs, including most recently, the ARF David Ogilvy Awards Grand Jury and the London International Awards. He has been featured in Ad Age, ABC News, Adweek, Campaign US, The Drum and SHOOT.
Joe is a member of the Directors Guild of America. He also sits on the board of Picture Alternatives, a nonprofit that uses creative media to promote the social value and effectiveness of alternatives to violence.