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

Joe Baratelli, the Chief Creative Officer of RPA behind things like the Farmers' jingle, explains the power of emotion in #marketing as a way to drive uptake of anything from vaccines to insurance. In this episode 23 of Insider Interviews with host E.B. Moss, he walks us through award-winning creative concepts and their business results. It starts, he suggests, with the mantra of the organization: People, Relationships and Results. That paid off in their touching pro-bono work around #VaccinesWork for UNICEF and the Pediatric Brain Tumor Foundation. It also worked for clients like Apartments.com and their long tenure with Honda. Here's what else we discussed: - How respecting your co-workers AND the audience for the campaigns yields results - How the UNICEF #VaccinesWork campaign leveraged our inclination to protect our kids from danger to drive inoculations, the elements that went into that worldwide campaign and its efficacy in changing minds - How marketing #vaccines is similar to...or different from... marketing cars, 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 And, to help RPA do well, how that pro bono work led to a healthy set of new clients... Oh, and yes, I managed to sing again. Hey, it's the Farmers jingle! Buh di buh buh buh buh buh! Love your input and comments.