telefon: (+1) (310) 394-4000
After graduating from Eastern Michigan University, Bill has spent over 30 years in automotive advertising. He began as an account executive at Kenyon & Eckhardt in Detroit and rose through the ranks at advertising agencies to ultimately serve, in 1988, as Executive Vice President, Managing Director of the Orange County office of Foote, Cone & Belding. Throughout the years, Bill?s skills were honed working with clients like Lincoln-Mercury, Ford, Motorcraft, Autolite, Datsun, Mazda and Men?s Health. His prior experience also included over 11 years at the old RPA Needham Harper Worldwide/Los Angeles where as Senior Vice President, Group Account Director, he ran the Honda and Yokohama Tire Corporation accounts. Bill returned to RPA in 1996, and was elected an EVP with management responsibility on Honda, Acura and WellPoint Health Network, as well as the agency's account planning department, its interactive division, direct and event marketing operation and Orange County agency, Open Minds. He sits on RPA?s of Directors, is active in the World Presidents' Organization, is an EVP with the Los Angeles Music Center Fraternity of Friends and is a past board member of the American Advertising Federation.
telefon: (+1) 310-394-4000
Laura Small is the VP, People Director at RPA—the largest independently owned advertising agency in Los Angeles. She leads a team in all aspects of benefits, payroll, recruiting and HR. Laura is passionate about the success of Associates and wants them to have opportunities to grow and feel supported, these sentiments come to life in training programs and mentorship program she has spearheaded.
telefon: (+1) (310) 633-6565
Pete is responsible for the day-to-day management of RPA, a full-service ad agency. He was a pioneer in digital marketing and helped build RPA’s truly holistic service offering. Pete champions RPA’s People First philosophy every day. He has worked on a variety of clients, such as American Honda, Farmers Insurance, Carl’s Jr/Hardee’s, Southwest Airlines, Cedar-Sinai, and apartments.com, plus clients in retail, entertainment, consumer electronics and packaged goods. Pete studied English and Political Science at UCLA and is also the co-president of the Los Angeles ad industry trade association, ThinkLA and sits on boards and committees for the 4As, ANA, Paley Center for Media and the BBB’s National Advertising Review Board.
Where creative, strategy and integrity meet, you’ll find Joe Baratelli. With a positive leadership style and strong creative vision, Joe has been an integral part of the recent growth of RPA. His passion and expertise extend to all media, which allows clients to benefit from truly integrated campaigns. Over his 30-year career, Joe has helped build small brands into big ones, and made big brands even bigger. Beginning with Honda. And including Farmers Insurance, La-Z-Boy, ampm and VH-1. At the core of Joe’s approach is his philosophy of respect. Respect for the consumer. Respect for our clients. And respect for each other. Which is probably why Joe is so respected in the advertising industry. Joe sits on the board of Picture Alternatives, a nonprofit that uses creative media to promote the social value and effectiveness of alternatives to violence.
telefon: (+1) 3104350389
For over 25 years, Tim has leveraged creativity to solve business problems and facilitate digital transformation for global brands. At RPA, his job is to help ensure the agency continues to thrive and is constantly evolving to become everything clients need — before they even know they need it. It's a role that leverages his previous experience as a Creative Director, an Innovation Consultant and a public speaker and rolls it all up into a leadership position at one of the best agencies in the country. Tim joined RPA from Hyper Island, where he worked as an innovation and creative consultant, as well as Master Class Speaker, to help brands including Target, General Mills, Ikea and Wal-Mart transform their business and worldview in order to thrive in today’s constantly changing digital world. Before joining Hyper Island he spent seven years at Saatchi & Saatchi NY, most recently as Creative Director and Director of Creative Innovation, where he honed his passion for continuous creative improvement and collaboration. He got his start in the industry at TBWA/Chiat/Day in Los Angeles, as a copywriter working on world-famous efforts like the Energizer Bunny and Taco Bell Chihuahua campaigns. He is a frequent and popular public speaker at worldwide events, including Cannes Lions (three times), SXSW (three times) and TEDx (once).
As RPA’s Chief Strategy Officer, Berne oversees one of the largest account planning departments on the West Coast. He counts a number of automotive accounts among his major accomplishments at RPA. While working for Ford Dealer Advertising Associations across the United States, he learned the importance of building short-term business while building brands, helping Ford surpass Chevy to become the best-selling trucks in Texas by repositioning them toward the personal-use market. Berne began his RPA career working on Honda, eventually becoming lead planner on Acura as well. During his 12-year tenure, Honda’s market share has nearly doubled in the U.S.
In addition to working on the automotive sector, Berne has developed successful brand positions and national advertising campaigns for clients such as Farmers
Insurance, La-Z-Boy and Mandalay Bay. His experience includes travel and leisure, financial services, entertainment, CSR and more. For this expansive portfolio, Berne is a two-time winner of the Jay Chiat Award for Excellence in Strategic Planning.
A Detroit native, Berne began his career producing TV commercials. He shifted to account planning after earning a philosophy degree from Boston University.
telefon: (+1) (310)-633-6002
As SVP, Director of Media Planning, Integration and Analytics, Jim Helberg oversees
all strategic media planning. In addition, Jim is integrally involved in cross-platform program development as well as leading our Media Research team in exploring, creating and refining our analytic offerings, based on individual client needs.
Early in his career, Helberg worked for RPA on the Honda account, shortly after the agency became independent in 1986.
Helberg has worked across multiple categories, such as automotive, packaged goods, airlines, fast food and financial services. He was most recently EVP, Product Marketing and Analytics for Autobytel. Previously, he held key positions, including Media Director at FCB, Grey and Saatchi in Southern California. His experience also includes overseeing all media activity at OMD and PHD on Nissan and then Chrysler, both in L.A. and Detroit.
Beyond his agency background, Helberg also has served as Group Vice President, Corporate Sales and Marketing at Time Inc., working across all divisions of Time Warner.
Lisa Herdman is the SVP, Director of National TV & Branded Entertainment for RPA. Lisa polished her negotiating craft by concentrating on the particular needs of American Honda, which included both Honda and Acura brands. Through her 23 years at RPA, she has also worked with Charles Schwab and Pioneer Electronics and is currently responsible for La-Z-Boy and Apartments.com. Her commitment to RPA can also be seen in her leadership role as chairperson of the agency’s internal Action Committee, which is tasked with maintaining “health and wellness” of the agency by working on effective agency-wide communication, initiatives and caring for the agency’s culture.
As a seasoned media executive, her philosophy, featured on Huffington Post in a “Women in Business Q&A” post, is to approach each vendor/partner negotiation fairly and with clear communication to maximize a positive and efficient outcome for both sides while always meeting her clients’ objectives. This approach has proven so successful that her clients are often “first look” partners on “never-been-done-before” collaborations with TV networks.
Mike leads media and marketing connections strategy at RPA. After an early career in database marketing in the ‘90s Mike started RPA's search marketing, platform-based buying and digital analytics practices in the ‘00s. He now leads a group of media planners and platform/channel experts to creatively develop strategies for connecting Agency clients with key audiences across screens of all sizes, from televisions to smartphones. He and his team work closely with each agency client to develop a customized communication architecture to maximize the value of their media investments via purchased, earned and owned channels.
With a focus on creatively applying data insights to client media strategies, Mike maintains close relationships with best-in-class technology partners. He has participated on advisory councils for Google, Adobe, Yahoo, MSN and others. In his free time Mike teaches the class, Advertising in the Digital Age at UCLA Extension and also advises several new, innovative ad tech startups.
Pizarro is a senior producer that works on broadcast, digital and print materials for several clients at RPA. During the past three years, she's produced countless National TV ads for Farmers Insurance, La-Z-Boy and the Ad Council. She's also taken the helm on award-winning microsites for Farmers, and enlisted Academy Award winning cinematographers to work on the Newport Beach Film festival on a pro-bono basis. Before RPA, Pizarro also worked at Ogilvy and Mather and Grey Advertising.
Gary started his career in advertising at Needham Harper and Steers/West in 1979 as the
in-house Assistant Film Editor. Gary’s first production was the 1980 Honda Civic spot “Goldfish” which demonstrated the increased interior space of the new model by filling the previous model with water and pumping it into the new one. Witnessing the car fall through the stage floor convinced him producing
was what he wanted to do. Over the next 32 years along with the evolution of the agency to RPA Gary rose through the ranks of production to become the current Executive Producer. His responsibilities include managing the Talent Affairs group for the licensing of music and celebrity talent, overseeing the staff and freelance producers, training the assistants and creating content for all interactive projects. Gary has produced significant award winning work for every client RPA has had since 1982.