For 20 years, Cliff has helped clients with their marketing efforts by developing digital strategies to meet their business challenges and objectives. Currently, Cliff leads the Digital Media practice at RPA, inclusive of all strategy, social, programmatic, search and ad ops. He has been influential in helping pioneer a data driven marketing approach around the marriage of media and messaging. Cliff specializes in developing strategic alliances and initiating groundbreaking deals within the interactive landscape.
Cliff has a unique background as he is proficient in trafficking (HTML, Flash, etc.) and analytics (Quantitative and Qualitative) in addition to his extensive experience in media strategy (including SEM), planning and buying, making him extremely well rounded in all facets of digital media.
Prior to RPA, Cliff helped lead the Toyota digital strategy and investment practice at Saatchi & Saatchi LA. Prior to his more than 12 years at Saatchi & Saatchi L.A., Cliff began his career at Grey NY and progressed through the dynamic world of digital with key posts at various agencies, including Deutsch N.Y. and L.A. His account experience includes Toyota, Procter & Gamble, Coors Light, UnitedHealthcare, and the Discovery Channel.
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.
Telefono: (+1) (310) 633-6086
Lark is a native Angeleno who, like many, was bitten by the entertainment bug in her early years. High points include a stint as a part-time assistant for Sonny and Cher and an Equity-waiver role as a pregnant singing nun. The theater's loss was human resources' gain. Lark joined RPA in 1989 as Director of Human Resources. She was promoted to Vice President eight months later and, in 1993, was elected to the Agency's Board of Management. Lark's 18 years in the field of human resources has included stints managing corporate employee benefits for communications conglomerate MCA, Inc., and administrating human resources for Lorimar Productions. Lark holds a degree in journalism and speech communication from California State University, Northridge. She co-founded the L.A. Human Resources Advertising Professionals Association. She's also "mother" to Watson and Sherlock, the proud recipients of three top dog obedience awards.
As RPA’s director of strategic planning, 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.
Telefono: (+1) (310) 633-6480
Born in Detroit and raised in San Francisco, Cathleen cut her management teeth at an early age in her role as the oldest of seven siblings. Having successfully negotiated many a family crisis, she moved on to college, graduated from Loyola Marymount University in 1977, and began her advertising career at Wells Rich Greene in Los Angeles and Chicago. She was practically a lifer at J. Walter Thompson spending a total of 15 years managing and buying in the Regional Spot Broadcast operation in Los Angeles and San Francisco and claims to have been rescued by RPA in 1996. Cathleen currently oversees all activities of RPA's spot buying group across seven regional offices. Her buying experience includes American Honda, Ford, California State Lottery, Charter Health Systems, Kellogg's, Vons supermarkets, Chevron gasoline, Twentieth Century Fox, Warner-Lambert Pharmaceuticals, Burger King and Midas Mufflers.
Isadora Chesler has based her career in Los Angeles, beginning in Hispanic advertising nearly 20 years ago, producing national campaigns for Honda, Allstate Insurance and the launch of Verizon, working in both Spanish and English. A native Californian, Isadora transitioned to producing in general market advertising agencies such as Ogilvy, RPA, Crispin Porter + Bogusky, McCann and Deutsch LA. With years of experience producing US and international campaigns for clients such as; Honda, PlayStation, Old Navy, DirecTV, Snapple, Mattel, Burger King and Saturn. The majority of Isadora’s career has been dedicated to Honda, most recently producing “Paper”, as well as one of the most notable Super Bowl ads and viral teasers in recent years, starring Matthew Broderick, in homage to “Ferris Bueller’s Day Off”.
Beyond agency producing, Isadora worked directly with music-supervisor Jason Bentley, partnering with featured artists such as The Crystal Method, producing the video game soundtrack of "The Matrix: Path of Neo” via Machine Head LA. While working at Deutsch LA, Isadora spearheaded environmental efforts to decrease use of plastic water bottle use in favor of reusable bottles in the production, starting a non-profit called GLASS. The direct results of these efforts can still be seen throughout the industry.
Isadora is currently VP, Executive Producer on Honda, at RPA Advertising.
Telefono: (+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.
Telefono: (+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.
Telefono: (+1) (310) 633-6565
Pete joined the ranks of RPA in July 1993 to work on the American Honda national account, and was elected a Vice President in December of 1996. Before RPA, Pete worked at Saatchi & Saatchi on Pioneer Electronics, Yamaha and Toyota Motor Sales. In July 1997, Pete shifted his suit duties to a different realm, leveraging his personal interest in computers to become Vice President, General Manager of RPA's interactive division. He was promoted to Senior Vice President in 2004 and currently oversees all interactive accounts, including American Honda, ARCO, ampm, and Pioneer Electronics, functioning as a chief facilitator, bringing the agency's interactive media, creative and programming talent together to create solid and innovative online marketing solutions.
Telefono: (+1) 3104350389
As SVP, Director of Growth & Innovation, Tim Leake leads business development at RPA and plays a key role in innovating growth strategies for the agency’s clients to succeed as marketers in the digital world. For over 18 years, Tim has leveraged creativity to solve business problems and facilitate digital transformation for global brands. 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. A frequent speaker at digital advertising conferences and events including SXSW, Tim also created and launched the industry-renowned “book written in an hour” project at the 2012 Cannes Lions International Festival of Creativity. He’s just launched a new iPhone app, HeyDream, and is currently finishing a book based on his popular workshop that applies the rules of Improv Theater to marketing.
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.
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.
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.