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!
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