As the largest independent West Coast advertising agency, RPA is charged with making globally respected brands appealing to the widest possible audience. However, the company struggled to find the recognition it deserved within the industry at large as well as influential publications. TRUST was tasked with elevating widespread awareness of RPA and its key creative talent across the spectrum of media outlets while also sharing the RPA story of longevity through independence and lasting brand partnerships.
TRUST collaborated closely with RPA’s senior staff and brand partners to craft press releases and create materials promoting work and key hires. TRUST then targeted key advertising, business, and consumer publications, generating stories, securing in-person press meetings, and setting up interviews that helped RPA underscore its industry prowess. With each piece of earned media, TRUST positioned RPA to spread its brand message and highlight its history of producing effective, engaging work for Intuit, La-Z-Boy, Farmers, Honda (North America) and Acura.
“RPA Promotes Joe Baratelli to Chief Creative Officer”
“Honda Pays Homage to Famous Film in Super Bowl XLVI Commercial”
“RPA Redefines ‘Higher Learning’ with Two New Spots for University of Farmers”
RPA and RP& Dominate Super Bowl XLVI
Creative Pursuits: Jason Sperling
TRUST worked closely with RPA personnel to conceptualize a range of speaking topics based on their body of work, client partnerships, and relevant industry topics. These topics were key in later targeting and pitching the agency principals for speaking opportunities, positioning RPA as thought leaders on a variety of subjects, including social media strategy, agency culture, and creating lasting engagement for an audience. TRUST’s efforts yielded high-profile opportunities with Digiday Agency Conference, Advertising Age Social Conference, and NAB Electronic Media Show.
TRUST’s long partnership with RPA lead to key strategic positioning initiatives, using concrete messaging and campaign/sales data to define RPA as an agency that understands how to emotionally connect with audiences and fuel increased sales for their clients. TRUST wrote and distributed high level talking-points to RPA brand spokespeople to assure synchronized brand messaging in communicating with industry press.
RPA not only garnered more attention for their work from key industry publications, but also cemented their status as a major West Coast agency. This new recognition was crucial as RPA increased their capabilities and expanded their focus on social, digital, and integrated campaigns. Stories also helped highlight their breadth of work for Intuit, Farmers Insurance, La-Z-Boy and others instead of narrowly focusing on their long storied relationship with Honda.