I recently had the good fortune to interview Joe Baratelli, who knows a little something about evolving creative and agency offerings to keep pace with the times and keeping accounts for the long haul. Joe is Executive Vice President and Chief Creative Officer of RPA, where he has worked since the agency launched as Rubin Postaer 30-plus years ago. They have also been the agency of record for Honda for almost that entire time and helped make the simple Farmers Insurance "We Are Farmers" jingle a bit of an earworm. In addition to discussing those and some more serious examples of their award-winning ads and heart-wrenching PSAs, he shared some of the insights he's gained over three decades at the same shop. The following is an edited transcript of the interview. You can listen to the full podcast here. All of our Insider InSites podcasts are available here on MediaVillage.com or at Apple Podcasts.