2012 in Review with... Joe Baratelli

Joe Baratelli, EVP/CCO at RPA, brings our series of year end reviews to a close with his highlights from last year and looks ahead to a bright 2013.

How would you describe the past year, creatively speaking?

This past year seemed to be the year of inspiration and empowerment. Brands broke through with a “let’s do this” attitude that really rallied people together: the Olympic mums (Best Job) for P&G, the Stratos jump Red Bull sponsored and Clint Eastwood’s Halftime in America. The creativity also came through in how these brands used big events to reach a mass audience then fostered dialogue socially to empower people to evangelise their stories for them.

What have been your creative highlights of the last 12 months?

We created two hugely successful Super Bowl spots; one of which was one of the most viewed spots on YouTube, Matthew’s Day Off for Honda. We continued to grow the social dialogue with Honda Loves You Back by getting a new band, Monsters Calling Home, on Jimmy Kimmel Live.

Along with #firsthonda, leaplist.com and Pintermission. Our Crazy Train spot got some buzz, thanks to Ozzy Osborne. The University of Farmers campaign has gotten a bunch of recognition, also had some fun tie-ins to The Avengers movie as well as 11-time NASCAR Sprint Cup Series race winner, Kasey Kahne.

What’s been your own greatest achievement over the last year?

For me personally it’s been leading such a great group of talented people to new heights. The orchestrated effort of launching the Honda CR-V, from the broad campaign of the Leap List and the early release of the 10-second teaser, to the long form online version around the Super Bowl, the destination page, the social effort and Pintermission was very gratifying. Then having that effort become such a huge success and a nationwide discussion. And what’s especially satisfying is having the CR-V become the number one–selling SUV in the US.

What was your favourite place you visited through work in 2012 and why?

Philadelphia: real people, great food. Such a rich history for this country and a vibe that’s different from New York or LA. Cannes wasn’t bad, either.

What excites you most about working in advertising at the moment?

The endless possibilities the digital space brings. We now have the ability to build social networks and relationships with consumers around brands. The future is bright.

Will the economy continue to play a pivotal role in advertising output?

It always does, but more and more companies understand the importance of building brand relationships when times are tough.

If you could give one piece of advice to the creative industry as a whole for 2013, what would it be?

Create relatable, emotional work that makes connections. If you do, people will share and spread the word.

What’s your New Year’s resolution for 2013?

Bring optimism to every problem that is put forth.