Trade Area Marketing Group

Joe Dell' Aquila has extensive advertising experience as a senior agency executive, client and chief operating officer of a media service. Over his career, he and the teams he has led have won numerous creative and marketing awards for work on AT&T, Polaroid, American General, MasterCard and IBM. 

 

His agency account management experience includes heading up the M&M Mars worldwide confectionery business at Bates Worldwide, as well as British Airways and Dole Foods. At Bates, he was an Executive Vice President, and member of the global board of directors.

 

At Doyle Dane Bernbach, where he was also an Executive Vice President, he headed the Global IBM account as well as Michelin and Ralston. He was a member of the New York Board and the U.S. Operations committee. 

 

As a Senior Vice President of NW Ayer, he was in charge of AT&T and Pan Am, and was a major factor in the growth of the agency's international network 

 

On the client side he was a Senior Vice-President of American General Financial Services, a more than $20 billion dollar, Fortune 200, financial services company.

 

At American General, Joe headed corporate marketing, advertising and promotion.

 

Joe's first client position was when he joined Polaroid Corporation as Advertising Director from Ogilvy & Mather and it was there that he got to work directly with Dr. Edwin Land, who is stll the world's second largest holder of patents,  as he helped propel the SX-70 camera into one of the world's most famous products - and is currently enjoying a renaissance, even in the midst of a digital universe.  

 

Joe later became Vice-Chairman and Chief Operating Officer of DeWitt Media, at the time the 4th largest media service company in the United States. As COO, Joe played an integral role in the exit strategy and the sale of DeWitt Media to Publicis’ global media arm, Optimedia. 

 

In 2001, he co-founded Continental Consulting Group where he has conducted over 50 agency searches as well as structured numerous compensation agreements for clients and agencies alike. In late 2005 Continental expanded into the M&A space where he has worked with major agencies, strategic acquirers and private equity groups.

 

In late 2011 he handled the more than $120 million dollar sale of The D.L. Ryan Companies to Lake Capital. In 2012 he merged with Trade Area Marketing Group.

 

In his dealings with international advertising assignments, Joe has developed a familiarity with national regulation and compliance ranging acceptable advertising content on a national basis, restrictions on earned currency within national borders to human resource issues which are substantially different from region to region and country to country, especially within the EUC