Oresti Patricios

Izimvo has the great pleasure of introducing the founder and C.E.O. of Ornico, Oresti Patricios.

Ornico, founded by Oresti and his brother Spero in 1984, are the leaders in providing clients with a fast, accurate and comprehensive advertising tracking service for TV, Radio, Print and Billboard. They also provide editorial tracking services to some of South Africans largest companies.

Website: http://www.ornicogroup.co.za
Blog: http://oresti-patricios.blogspot.com
Twitter: http://twitter.com/Orestaki
Location: Johannesburg

Oresti was kind enough to answer the following questions for us:

Personal

Q: The all important personal profile. How would a close friend introduce you at a social event? i.e. Name, age, company, interesting fact etc.

A: Oresti Patricios, Founder of Ornico, 49 going on to 25, A cancer survivor, entrepreneur and risk taker, Passionate about his business, and family. Creates a balance between the two.

Q: Tell us something that not many others know about you. This could be anything from a phobia to your favorite movie.

A: I am such an open person that most people know everything about me. No secrets as I don’t hide anything. I am happy to share my fears with anyone. Love the bush (but everyone knows that), Love taking risks (but everyone knows that too). I had testicular cancer in 2007 and I knew that I would beat it. I have been happily married for 21 years, although it seems like only 2. Aha, I knew there was something. Not many people know my wife Christina. They say behind every successful man there is a woman. Well she is it!

Q: What do you enjoy doing when you want to get away from it all?

A: Bush and any overseas holiday, but I don’t chill out much. I will always keep busy.

Media in South Africa

Q: Can you tell us about the impetus for starting Ornico in 1984 and did you ever envisage the company growing as large as it has?

A: In fact Ornico stated in 1979 but it became full-time business in 1984. I started the business with my best friend Nick and his cousin Costa. Hence the name ORNICO (Oresti, Nick and Costa). While we were at Varsity we needed to make extra cash as I was on a student loan because my dad had gone insolvent. My brother Spero then joined me and we saw a gap to provide competitive information to advertising agencies. This was thanks to JWT, Oglivy Lintas (Lowe Bull now), Lindsay Smithers (DraftFCB) and many more. We knew we had a winning formula very quickly.

Q: A recent Ornico study shows that television stations are bungling as much as 15% of all advertising. The SABC had to pay R71 million in compensation from April 2008 to March 2009 due to mistakes such as commercials not being run, being run at the wrong times or being placed in the incorrect programming. What are the fundamental reasons for these errors and how does South Africa compare to international standards?

A: There are a number of reasons. The most important issue is that there needs to be acknowledgment that there are errors, something that is said behind closed doors, but not openly. A forum between advertisers (the most important component here as they are the losers), media agencies and the media owners, needs to happen in order to evaluate the errors and find a solution to the problem.

Mistakes happen due to changes in the schedule that has not been fed to the station or to other stakeholders, finger problems, lack of inventory or just plain incompetence.

Q: Ornico Media Information maintains a comprehensive database of TV, radio print, internet and outdoor advertising. Can you give us an insight into the requirements and difficulties of storing such a vast amount of data?

A: We have Terabytes, upon Terabytes upon Terabytes of data and this excludes the commercials that are still on tape (betacam or u-matic). All this should be transferred to digital by mid 2010. The storage is not the problem the backup is the real issue and you have to double you storage capacity just to back up the data.

Q: Are you seeing an increase in companies requiring editorial monitoring in the online space especially for non traditional media such as blogs and podcasts?

A: Absolutely. I believe that companies are no longer the custodian of their brands, the consumer now has more and more power and control of the brand. Collaboration within social media sites, blogs, Podcasts and mobile is getting bigger and bigger and some of our clients are forward thinking enough to realize that this needs careful monitoring, analysis and evaluation.

Q: Can you tell us a little about any new projects your company is working on?

A: Our move into Africa is a new and old project. Since South African companies are moving abroad we should be providing them with our services in other African countries along the same methodologies and the same taxonomy we use locally. In this way when doing comparisons and competitor evaluations our clients can compare like for like across categories, countries or products.

Life in South Africa

Q: Have you or any of your immediate family been affected by crime? If yes, has it changed your perception of the country and the way you and your family live your lives?

A: Yes my mom and dad were attacked in their home and my bother in law was hi-jacked. No, it has not changed my perceptions of the country, I am South African and I will do whatever to lower crime. Getting small business going with ease of finance will increase the labour market and less people will be dependent on crime. Also trying not to retrench during difficult times and looking at the greater good.

Q: Have you ever considered emigration? If yes, where do you think you would emigrate to?

A: Never. I am South African and there is no better place than here.

Q: If you were given the opportunity of sitting down with the president, what advice would you give him?

A: I would talk to him about making it easier for small and medium-sized businesses to flourish in this country. These entrepreneurial businesses are always the highest employers. The BEE codes should be changed in order for businesses to invest in more SME that are black owned. The BEE scorecard must have the highest points for enterprise development and not equity. A percentage of profits should become available for these SME and therefore would free capital. Raising capital is often the most difficult for SME. Business would also own a share in these SMEs and therefore have a vested interest. This would oblige the investors to transfer knowledge to the SME owner.

Q: To which three attractions would you first take an international visitor?

A: 1. Kruger National Park, 2. Table Mountain and 3. Apartheid Museum.

Life in Johannesburg

Q: Which is your favorite restaurant in or around Johannesburg for a quite Sunday afternoon lunch with family and friends?

A: Mezepoli in Melrose Arch.

Q: What is your favorite destination in or near Johannesburg for a long weekend getaway?

A: Dinokeng reserve. It is 15 min from Pretoria. Does not have the big 5 yet but will soon.

Q: What are the greatest benefits of living in Johannesburg?

A: I love Jozi, The vibe, the nightlife, the people, the energy. It is also business minded.

General

by Roy Blumenthal

Q: What is your proudest achievement as an entrepreneur?

A: I have many proud achievements. Many of them are that there are so many people who have come from Ornico, have been mentored by us and done really well in the media and marketing industry. Building people is really important for me, but it is also up to the person to want to learn. They must not have the attitude of “What’s in it for me” but “how can I help.”

The other is that I stand up to issues that I believe in even if it is to the detriment of my business. Ensuring our industry is world-class is important to me.

Meeting and working with some of the most amazing people. I would take up pages and pages if I had to name them but most are in the advertising and marketing industry. I love this industry and I love the people in it.

Q: If you were able to pick anyone as your mentor, who would it be and why?

A: WOW, Here I need a few – so bugger this question and I will answer it differently:

- Madiba for his empathy and wisdom
- Johan Rupert for his business sense and vision
- Deepak Chopra for his spirituality

Q: One book that you would make required reading for all matric pupils?

A: “Rich Dad Poor Dad“

Q: Where would you like to wake up tomorrow?

Q: Where I have been waking up for the last 21 years. Next to my wife.

Q: What question would you like us to ask our next interviewee?

A: How should we get small businesses going in this country so that we can increase employment?

A massive thank you to Oresti for taking the time to answer our questions.