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Articles by Oresti Patricios
Nielsen exit: Hard to ignore implications
Yesterday, we received the news that Nielsen, a global leader in data and analytics, is closing its operations in South Africa. While some may see this as an opportunity for competitors, it’s hard to ignore the broader implications of this departure. Nielsen has been more than just a competitor. They’ve set a global benchmark for data and analytics, helping South Africa align and compete on the international stage.
Sponsored Content: Navigating Opportunities for Alcohol Brands in an Economic Slowdown
South Africans love their alcohol, as do many consumers around the world. It forms a big part of our celebrations; a welcoming drink at a wedding reception, the drink of choice at a braai or around the family dinner table, memorials and after tears gatherings. We find any excuse to indulge in some alcoholic beverages.
Sponsored Content: Nothing gets between South Africans and their food. When the chips are down, we order more chips – this is the way.
Covid, load shedding, water shortages, inflation, potholes, million Rand flags and the Spurs; what a way to start a conversation. South Africa has experienced quite a lot over the past couple of years and still does. And while even the slight thought of all this is dampening, one thing is certain, our charisma, resilience and tenacity have seen us through it all every time. And one such depiction of these traits lies within the fast-food and restaurant industry.
Oresti Patricios on LinkedIn: Trends for 2023
I love starting the year off with a forward-thinking mindset. It’s always such a good exercise to ponder new trends for the year ahead because it fills me with so much excitement. There is so much potential for growth in our industry, so many opportunities for disruption and development. So, what’s in store for media monitoring, advertising, marketing and public relations in 2023? #trends #forwardthinking #growth #mediamonitoring #advertising #marketing #publicrelations 14
AI and Media Monitoring
AI is on everybody’s minds at the moment, and rightly so! There have been some phenomenal new technologies developed over the last few months, and there is no sign of it slowing down. So coming from a media monitoring and intelligence, advertising, marketing and PR space, how can we harness the power of AI to not only grow our industries, but also bring more value to those we serve? Here are some thoughts...
Pay-TV cap won't save the SABC, measurement and innovation will
The SABC should look beyond revenue regulation for its security. Covid-19 is a global socio-economic issue, they should leave the competition alone. The Covid-19 pandemic, besides the obvious disruption across all sectors, has also brought a great scramble for advertising budgets, in particular the big traditional broadcasters.
Pay-tv cap won't save the SABC, measurement and innovation will
The SABC should look beyond revenue regulation for its security. Covid-19 is a global socio-economic issue, they should leave the competition alone. The Covid-19 pandemic, besides the obvious disruption across all sectors, has also brought a great scramble for advertising budgets, in particular the big traditional broadcasters.
Social media myths, high walls and controlled data » Ornico Media Monitoring
Social media is filled with unproven myths, guesses and assumptions from both brands and individuals, where measurement shows that most data is behind the high walls of platforms that we trust with our data. The much talked about Facebook–Cambridge Analytica data scandal of 2018 was the tipping point to API closures from Facebook, Instragram, Twitter and others.
Brand advertising puts people ahead of sales in trying times » Ornico Media Monitoring
The Covid-19 coronavirus pandemic has transformed brand communication and necessitated great changes in advertising. Some smart brands in South Africa and across the globe have found intelligent ways to remain top of mind with their audiences by showing a more caring and engaging side rather than hard sell marketing messaging. Some of the top brands in South Africa are putting people’s lives ahead of sales and profit in this time with a message of staying home.
Brand advertising puts people ahead of sales in trying times
The Covid-19 coronavirus pandemic has transformed brand communication and necessitated great changes in advertising. Some smart brands in South Africa and across the globe have found intelligent ways to remain top of mind with their audiences by showing a more caring and engaging side rather than hard sell marketing messaging. Image from Pep ad on Youtube. Some of the top brands in South Africa are putting people’s lives ahead of sales and profit in this time with a message of staying home.
How to intelligently measure PR, brand equity and social media
In each industry gathering metrics which tell the return on investment (ROI) for a particular campaign, strategy or business event is pivotal to the success of business operations. Doing so makes you aware whether your firm is getting the intended outcomes, and can enable a fast course change when the numbers begin to shift the wrong way. Why Measure? Measurement and evaluation are crucial for any marketing campaign.
Metrics and measurement maketh brand equity
Gathering metrics which tell the return on investment (ROI) for a particular campaign, strategy or business event is pivotal to the success of business operations. Doing so makes you aware whether your firm is getting the intended outcomes, and can enable a fast course change when the numbers start shifting the wrong way. Measurement and evaluation are crucial for any marketing campaign. Measurement makes some individuals quite nervous because it brings responsibility into the marketing activity.
Thriving in a poorly-performing economy
The World Bank recently halved South Africa’s economic growth forecast from the initial 1.6% to an estimated 0.6% and StatsSA’s Quarterly Employment Survey for the second quarter of 2017 reports a decline of 34 000 jobs. This means most businesses will begin revising budgets and introducing cutbacks on what they perceive to be non-essential expenses. Along with multiple ratings agency downgrades, this is not good news for business.
Ad of the Week: Use your hands - be heard
by Oresti Patricios (@orestaki) A campaign to encourage people to make use of their democratic right — to vote — is flighting now, and is possibly one of the most important South Africans will watch in 2016. It’s to remind people to register for the municipal elections later this year.
#AdoftheYear2017: South Africa’s best ads [ads 3-1]
by Oresti Patricios (@orestaki) The year is almost done but, before you get there, a standing ovation, please, for the three best advertising campaigns of the year. The Odd Number, Joe Public and King James — it’s time to pop out the champagne and celebrate! If you haven’t already seen Monday’s countdown from no. 10 to no. 4, view it now before we reveal the Top 3 ads. The winners’ list is drawn from the year’s Ad of the Week winners, and involved days of debate between the judges.
#AdoftheYear2017: South Africa’s best ads [ads 10-4]
by Oresti Patricios (@orestaki) As the end of 2017 rushes headlong towards us (or as we rush towards it), let’s look back on the best of the ads we named as our Ads of the Week. It was a great year for TV ads but there were also mould-breaking experiential campaigns that illustrated once again how innovative South African agencies can be. But which one was the best of the year? The judges went through a rigorous voting process to decide on our annual award of Ad of the Year 2017.
Ad of the Week: Sanlam, Cape Town encourage us to sing for our shower
by Oresti Patricios (@orestaki) Do you sing in the shower? Sanlam, City of Cape Town, Cape Town Tourism and King James Group think you should — and here’s a song or two to keep that shower short and save water. Sanlam and its ad agency King James has teamed up with Cape Town to help motivate people to save more water than ever before.
Ad of the Week: Don’t live for money, says Nedbank
by Oresti Patricios (@orestaki) Those clever people at Joe Public and Star Films have done it again! This week I’m giving the integrated brand and communications group a standing ovation for its superb campaign for the green bank, which aims to get people to use Nedbank’s new banking app. A mere 10 weeks ago, Nedbank Commercial and Investment Bank took Ad of the Week for its beautifully filmed ‘bird’s-eye view’ commercial.
Ad of the Week: Kulula’s #travelhaters you gonna love
by Oresti Patricios (@orestaki) Kulula.com’s stand-out commercial comedy always raises chuckles, and the brand’s new TV campaign — from McCann Johannesburg and director Bevan Cullinan of Hammerhead TV — is alive with the laughs. The hashtag for the new ads is #travelhaters, but these are haters that will put a smile on your face. Kulula.com comes to market with another advertising campaign you’re just gonna love. Why?
Ad of the Week: Viva the selfie generation - Cell C
by Oresti Patricios (@orestaki) From one summer campaign to another! 1886 (a FCB Africa Company) teams up with director Slim of Egg Films to create a message for the summer campaign of mobile operator Cell C, #ConnectYourWay. This smart, vibey ad is aimed firmly at the younger generation and defiantly blows a raspberry at those who say GenX/Y/Z are ‘disconnected’, placing Cell C squarely in the ‘teens and tweens’ market.
Ad of the Week: Viva the selfie generation - Cell C
by Oresti Patricios (@orestaki) Fron one summer campaign to another! 1886 FCB Johannesburg teams up with director Slim of Egg Films to create a message for the summer campaign of mobile operator Cell C, #ConnectYourWay. This smart, vibey ad is aimed firmly at the younger generation and defiantly blows a raspberry at those who say GenX/Y/Z are ‘disconnected’, placing Cell C squarely in the ‘teens and tweens’ market.
Ad of the Week: Shake it, Vodacom
by Oresti Patricios (@orestaki) Vodacom, Ogilvy & Mather South Africa and director Teboho Mahlatsi of Bomb Commercials celebrate its refreshed image with a summer campaign that aims to get mobile users movin’, movin’ or, rather, shakin’, baby, shakin’. For mobile network operators, summer is the ideal opportunity to promote their services — December is the time when friends and families reconnect. Vodacom continues its strategy of enticing customers to interact using its cellphone app.
Ad of the Week: A South African love story from SA Tourism
by Oresti Patricios (@orestaki) FCB Joburg and director Teboho Mahlatsi of Bomb Commercials create mythical magic for South African Tourism in a commercial story that journeys our beautiful country. South Africa is exceptional; we are fortunate that we live in a country which has so much that is unique, different, remarkable. Tourism is a major part of SA’s GDP and employment environment. According to Traveller24.com, tourism accounted for 4.5% of the country’s employment in 2014.
Ad of the Week: Dala what you must with Brand South Africa
by Oresti Patricios (@orestaki) Brand South Africa takes a calculated risk in a series of mini-documentaries, produced by The Odd Number and director Anthony Bila of The Rudeboy Collective, by looking at some of the negative aspects of South African life. But the quick-flicks flip each downside up in a series that sells a strong, positive message for the country we love to call home. Brand SA is an organisation that is responsible for promoting our country’s image overseas and locally.
Ad of the Week: Chicken Licken transcends language and culture
by Oresti Patricios (@orestaki) Joe Public United and director Alan Irvin of They Shoot Films continue with fast-food brand Chicken Licken‘s tradition for quirky commercials that are big on story. This time it’s a fantastical tale about a boy who just can’t seem to make himself understood by the people who love him most. The fast-food chicken business is a tough sector to advertise in.
Ad of the Week: Feeling warm and fuzzy with Mohair South Africa
by Oresti Patricios (@orestaki) Rooftop, an agency/production company that works with NGOs such as UNICEF, has produced a friendship fable in the form of a heartstring-tugging marketing video for Mohair South Africa. What a winner. Mohair is considered one of the most luxurious of fabrics. Soft, strong, versatile and a great heat insulator, mohair is a perennial favourite with top designers, such as Tommy Hilfiger, who showcased mohair in his 2018 Spring/Summer collection.
How streaming TV in SA will affect advertising
by Oresti Patricios (@orestaki) Streaming entertainment via the internet is threatening to take over from broadcast media. Services are mushrooming, because recent entries to this marketing are offering home-viewing options at prices that compete well with satellite services. The sector is becoming broader, with something on offer for just about everyone. On top of this, social media services are getting in on the video streaming act. What does this mean for marketers and advertisers?
Ad of the Week: Gangs of ballet
by Oresti Patricios (@orestaki) TBWA\Hunt Lascaris and Darling directors Jeanna Theron and Ross Garrett teamed up with Joburg Ballet to create a project that entertains — because it takes ballet to the streets and sells the art with a unique mashup of old and new. Ballet is one of the oldest forms of theatre, dating back to the Renaissance. Although it has gone through many changes, classical ballet has a language in its choreography that transcends time and borders.
Ad of the Week: Burger King gets fancy with le burger
by Oresti Patricios (@orestaki) The Jupiter Drawing Room (Cape Town) and director Mfundo Mkhize of Ola! Films serve up a chicken burger on a silver salver, with a healthy dollop of tongue-in-cheek, for Burger King’s new Tendercrisp offering. Founded in 1953 as Insta-burger King, the fast-food chain now known as Burger King was set up as direct competition to McDonald’s. As of 2016, Burger King reported it had 15 738 outlets in 100 countries, of which 99.5% are privately owned and operated.
Ad of the Week: Nedbank CIB’s new angle on money
by Oresti Patricios (@orestaki) My favourite ad this week is a beautifully filmed piece of visual poetry that showcases Nedbank Corporate Investment Bank (CIB)’s role not just as a bank but also as a developer and investor in forward-looking projects. The ad, conceptualised by Joe Public, takes viewers on a journey through a changing landscape of nature, humanity and technology — from a novel angle.
Ad of the Week: Absa Premiership turns up the rivalry
by Oresti Patricios (@orestaki) Laduuuuma! It’s soccer season again, and the Premier Soccer League (PSL) kicks off the Absa Premiership with an upbeat launch video from FCB Joburg and director Robin Goode of Figment Films. The world’s most-popular sport, soccer is played by some 250m people in 200 countries and, although the world’s attention may be on the qualifiers for next year’s FIFA World Cup in Moscow, back home in South African, we’re all about the Absa Premiership.
Ad of the Week: 1Life shows this is no goodbye
by Oresti Patricios (@orestaki) 1Life’s agency, House of Brave, once again presents an emotive story that touches on the essence of life (and death). Life insurance is really about offsetting the consequences of death. It’s the question everyone asks at some point: If you die, how do your dependants carry on living without hardship?
Ad of the Week: Mandevu flips haircare paradigm
by Oresti Patricios (@orestaki) Creative Y&R Nairobi and Y&R Cape Town have created an arresting campaign for a specialist grooming product in a market that’s growing faster than human facial hair. “The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” That timeless piece of wisdom comes from the novelist, essayist and all round genius, Marcel Proust, and has never been more relevant.
Ad of the Week: Citadel shows how to invest in life
by Oresti Patricios (@orestaki) Citadel Wealth Management’s new TVC, by Bain & Bunkell and director Dean Blumberg of Bouffant*, is a sobering message that reminds us about the important things in life. I’ve always believed that success in life is not dependent on mere financial success but getting the balance between work, family, play and self-development right.
Ad of the Week: Ocean Basket connects friends and family
by Oresti Patricios (@orestaki) In a world where social media has brought us closer together yet, paradoxically, keeps us further apart, Ocean Basket, So Interactive and director Markstry of Spitfire Films bring a timely reminder of the value of connecting face-to-face. Friendship day has just come and gone. That’s right! Thursday, 30 July 2017, was International Friendship Day, 24 hours dedicated to that special love and closeness that makes life worth living.
Ad of the Week: Safely Home does it again
by Oresti Patricios (@orestaki) Here’s an ad that will have you rolling on the floor with laughter — before it punches you in the gut. Director Jason Fialkov of Egg Films and FCB Cape Town’s public service announcement (PSA) for the Western Cape Government’s Safely Home initiative hits hard, and is unrelenting. But that’s just what’s makes it work. The Western Cape Government PSA reminds me of the Darwin Awards.
Ad of the Week: What happens when you don’t job-hunt with PNet
by Oresti Patricios (@orestaki) Joe Public and PNet.co.za send a powerful, visual message to people who are unhappy in their jobs in a series of ads that make fun of a sad situation. How do you visualise what it’s like to be caught between a rock and a hard place in the job market? Joe Public knows the answer to this and has produced the perfect print campaign for PNet that’s a story at a glance.
Ad of the Week: Meet the Stones ‘bot’ that sells
by Oresti Patricios (@orestaki) Publicis Machine gets inventive and throws conventional advertising out the window for that popular urban lifestyle brand, Stones. Thanks to smart thinking, the pool hall/pub/club benefits from an experience that opens up a new ‘platform’ for beverage brands to promote themselves.
Ad of the Week: Sanlam’s WhatsApp soapie is a first for SA
by Oresti Patricios (@orestaki) South Africans love soap operas and are WhatsApp fanatics. King James has traded on these two insights to create a campaign for Sanlam that knocks the ball way out of the park for a service that’s notoriously tough to sell. Telling stories is acknowledged as an effective way to get people to listen to your message, which is why some of the most-effective ads on TV manage to create characters, a story arc and a resolution in just 30 seconds or two minutes.
Ad of the Week: Empowering youth for a better, prosperous future
by Oresti Patricios (@orestaki) Absa and below-the-line agency, T+W, celebrated Youth Month in June 2017 with a mini-documentary that shows SA youth how to become digital — not rock — stars. Nelson Mandela said it best: “Education is the most powerful weapon which you can use to change the world.” The ICT space is growing apace worldwide, and there are few better places for a young person to gain employment these days than in computing.
Ad of the Week: Vodacom gives voice to the youth
by Oresti Patricios (@orestaki) Vodacom, Ogilvy Team Red and director Dan Mace of Egg Films provide a voice for the youth that’s not just for Youth Month (June in South Africa) but which will endure for some time to come. This is because the form the commercial uses is an authentic youth ‘language’ that is relevant and that resonates. I’m a big fan of spoken-word poetry, in general, and Andrew Miller, in particular.
Ad of the Week: FNB’s strong message of independence to SA
by Oresti Patricios (@orestaki) FNB’s latest TV commercial tells the story that the whole of South Africa needs to hear right now. No one’s coming to save us. We have to help ourselves. What’s the difference between independence and dependence?
Ad of the Week: Who’s your daddy?
by Oresti Patricios (@orestaki) Father’s Day is coming up and you won’t find a sweeter, more-endearing campaign to celebrate this special day than the spots created by Woolworths’ own in-house agency. My favourite Sunday is coming up real soon. That’s right. I’m talking about the third Sunday in June, which is Father’s Day, when the dads in the room get all the attention.
Johannesburg is entering a new phase in its life
I've made a watershed decision in the life of my company, Ornico. I have moved our headquarters from Sandton to Johannesburg's City Centre. Several considerations guided my decision, ranging from the practical to the ideological. I have no doubt that one day, in the not too distant future, Johannesburg will feature prominently in global lists as a great place to invest in, to work in, and to live in.
South Africa: Johannesburg Is Entering a New Phase in Its Life
analysis By Oresti PatriciosI've made a watershed decision in the life of my company, Ornico. I have moved our headquarters from Sandton to Johannesburg's City Centre. Several considerations guided my decision, ranging from the practical to the ideological. I have no doubt that one day, in the not too distant future, Johannesburg will feature prominently in global lists as a great place to invest in, to work in, and to live in.
Ad of the Week: KFC story time
by Oresti Patricios (@orestaki) Ogilvy & Mather Johannesburg brings storytelling alive for KFC in a campaign that uses technology to revisit and refresh traditions of days that have long passed. I must tell you how important reading and the telling of tales is for the younger folk. For children, a love of stories may lead to better-developed reading skills from an early age which will also assist in their academic careers, impart a love of learning and lead to higher grades in every subject.
Johannesburg is entering a new phase in its life
Opening offices in Nigeria in 2010 was a milestone - the first in a major African expansion plan for OrnicoGroup to standardize media and brand measurement taxonomies across the continent. Founding OrnicoGroup in 1984, Oresti now fronts an organisation of more than 100 dedicated individuals that services the top 300 local advertisers – either directly or through their agencies – and various other private and governmental clients.
Johannesburg is entering a new phase in its life
Opening offices in Nigeria in 2010 was a milestone - the first in a major African expansion plan for OrnicoGroup to standardize media and brand measurement taxonomies across the continent. Founding OrnicoGroup in 1984, Oresti now fronts an organisation of more than 100 dedicated individuals that services the top 300 local advertisers – either directly or through their agencies – and various other private and governmental clients.
Ad of the Week: Don’t quit your day job
by Oresti Patricios (@orestaki) Heaven knows, these days we need something to laugh at. Thankfully, cider brand Savanna knows just how to do that and the latest ad, from Mirum South Africa and director Daniel Albertse of Bird On A Wire, has just landed. It is funny. Dry. And wonderful. Comedy sells. Because everyone loves to laugh. And, with the onslaught of bad news rushing in thick and fast from all corners of the globe, what we need now, more than anything else, is mirth.
Ad of the Week: The quest for inner peace continues
by Oresti Patricios (@orestaki) Chicken Licken, Joe Public United and director Dean Blumberg of Bouffant pay homage to Indiana Jones in a journey that take viewers from the mysterious land of the pharaohs to the heart of Egoli. The quest? The search for ‘inner peace’. The quest for ‘inner peace’ has been part of Chicken Licken’s messaging for a while: previous iterations featured a cubicle escapee getting lost in the snowy wastes of the Himalayas, and a kung fu disciple finally besting his master.
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