RPA Rubin Postaer & Associates advertising & marketing assignments

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Rubin Postaer & Associates, generally known as RPA, is California's biggest privately owned agency, still fiercely independent despite the widespread consolidation within the industry. Founders Larry Postaer and Gerry Rubin say they want to keep it that way, and so does their client Honda, their biggest account by far, and a loyal supporter since the agency launched in 1986. Until 2012 that is. At the end of the year, Honda called a review of the account, presenting RPA with a major challenge to its future. There was a huge sigh of relief no doubt when RPA was reappointed to most - though not all - of the business in early 2013. Rubin and Postaer, both now in their 70s, remain co-chairman of the agency, but no longer have executive roles. Bill Hagelstein is president & CEO, with Joe Baratelli as EVP & chief creative officer. The main agency is still in Santa Monica, but there are seven field offices spread across the US handling regional creative and media, mostly for Honda. RPA is probably best known for its TV advertising - it is regularly one of the single most prolific agencies during each year's Super Bowl ad blitz - but also offers all other services under its own roof, including digital, social and media. AdAge estimated revenues of $131m in 2020.

Capsule checked 21st June 2021

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Adbrands Weekly Update 19th May 2016: Ads Of The Week: "Square". Very clever effects in RPA's latest for Honda in the US, so casually deployed and so seamless and that you'd almost believe they were real. It's an ad that adds new meaning to the taunt "Don't be so square".

Adbrands Weekly Update 7th Jan 2016: Ads of the Week: "The Dreamer". There's something in the water at American Honda and their longtime agency RPA, which delivers this visually stunning spot for the redesigned Civic. It's a delightfully extreme CGI blow-out, as Honda's design engineer lets rip with the full force of his imagination. With apologies to When Harry Met Sally, we'll have what he's having. 

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