Life & Work

Meet Joe Otin, the calm spirit

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Joe Otin, CEO The Collective during the interview. PHOTO | DIANA NGILA | NATION MEDIA GROUP

My first interaction with Joe was in 2003; I was an intern copywriter at Ayton Young and Rubicum where he was an Account Manager. Of course he doesn’t remember. He was vintage Joe; suitably aloof, glib, dapper in well-tailored suits and sporting this afro-like hairstyle that he still wears now.

From AY&R Joe joined Ipsos Synovate, where he worked his way up to be the Managing Director, Media division in pan-Africa where he oversaw operations in seven countries.

After 19 years in advertising and nine years in Synovate Joe is hanging up his own shingle for his company called The Collective. This company is essentially an interactive ad agency focusing on social media management and digital advertising but with a twist.

We meet for breakfast at Java, Valley Arcade where he orders water because he’s fasting. Joe is as officious as he is patrician.

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What’s with the fasting?

Basically, I don’t take anything but water the whole day until I have dinner. I used to do it regularly some nine years ago but now I’m back to it. It clears my system and is very good for clarity of mind. It gives me a lot of perspective.

You have just opened your own shop. Has the way you wake up in the morning changed since?

Most certainly. I wake up raring to go, head bursting with ideas that I just have to implement soon. The thing with creative processes is that the mind moves a lot faster. My days are now packed until 8pm, just trying to catch up with my creative process.

Does that come with some level of fear, apprehension?

There is stress and then there is eustress. If you read about it, eustress is good stress, the kind that drives people to go beyond what they imagine they can do. It’s the stress most business leaders have had to push them to greater heights. I’m on eustress.

You are now 40. What fears do you grapple with?

Wow! Interesting. (Pause) I think my fears are more social, when I look at things like the violence in 2008…we got married at that time and when I think of that kind of violence, it makes me fearful for my family. I fear the country going down in flames over something we could have avoided.

Who are you biggest influences?

Does the person have to be alive?

We can resurrect them…

(Laughs hard) Three people; Bill Bernbach, David Ogilvy, and Sir Martin Sorell.

I admire Bill for the body of work he has done. He has always put his best foot forward very single time. Catch his big speech on YouTube, When to take my name off the door where he talks about when we, as ad-men, are going to produce work that is just going to win awards without helping the client then that’s the time we take our names off the door.

And Ogilvy generally changed advertising.

Which period of your life did you find yourself most conflicted?

When still young – in my early 20s – I was producing some animations, the first in the country. I loved the work we were doing but the more I got into it, some ideas started conflicting with mine as an artist. The circumstances made me change my execution and, in turn, I stopped having fun. I regret that moment.

Where does this Victorian posture come from, Joe? This British poise.

Well, I’d love to say it’s in the genes. (Laughs). But I think it has come from meeting and interacting with various people from around the world.

Also being a member of Rotary Club in Kenya. I have had the opportunity of working with Rotarians from all parts of the world. I suppose it’s an influence of many people and things.

You play the guitar…

Yes. I have performed at The National Theatre, Louis Leakey auditorium and at the GoDown. The guitar tells a story to me. It’s an instrument I always loved and two years ago, I decided to start learning how to play it. I play daily at home but I’m not giving it enough practice.

When are you most relaxed, you know, loose?

Certainly when I’m on holiday. Sitting on a beach or high on a hill watching a sunset, a book in hand.

And what are you reading now?

The biography of Marcus Aurelius. He was the 6th Roman Emperor from 161 to 180. He is known for deep philosophy. I’m also reading Highly Recommended by Paul Rand, the CEO of Zocalo Group.

What is your biggest insecurity?

(Thinks) Once again, inner peace is important. Without it we can’t go for our goals. I think about the livelihood of my family a lot, especially my daughter. I want her to have a good life, to realise her dreams and participate in society in a beneficial way.

So when do you struggle as a father?

Being a last-born I never interacted with children much. As a result, I find that I’m awkward with kids.

I couldn’t have guessed…

(Laughs) My daughter’s first word was “gratitude.” She could say it before she could say “dada” or “papa”. I also struggle with not listening enough to my wife. All these have an impact on my relationship with my daughter in terms of creating that harmony in the family.

Let’s have your Bucket List.

Meet the Pope and trek the Himalayas.

Are you spiritual?

I have strong faith.

On a sliding scale of one to 10, where 10 is totally contented, how happy are you?

Nine and a half.

Really? What are you doing right?

(Laughs) I believe that it’s based on the four-part philosophy. Everything has to have a long-term vision and for that to happen you must be able to plan for every year. Then there has to be progress; you have to actually move towards that vision.

Third is learning; if I don’t learn something new through an experience, I will feel like I haven’t gained anything from that experience. Lastly, all these should be fun. When all these four things are in motion, you know you are moving in the right direction and this will bring with it contentment.

How was your childhood?

I had three siblings. In fact my name Otin is from my grandfather’s older brother who brought Christianity to the village, before which all the guys thought that monogamy was some sort of wood.

I’m not going to ask which village this is…

(Laughs) So, anyway, I was the fourth of the family, I was four years apart from my nearest sibling and so I was always playing catch up. I lost my dad pretty early and what this meant was that we become very close as siblings. That made life bearable.

With your dad gone so early in your life, what or who influenced your manhood?

I had mentors in various stages in my life, people like Mike Eldon. There is Mr Ondeng, my sister’s father-in-law who was also a big inspiration and many other people along the way.

What would you be doing on a normal weekend?

Playing golf. I’m a 28 handicap but I got an app in my phone that’s says I’m a 25…

Of course we have no choice but to believe that app…

(Laughs). Of course. When my daughter was born, I stopped playing for a while. Now I have a bit more time to play. There is also my music, I read and once in a while I will engage in some charity project with Rotarians or just hang out with friends.

Do you think your daughter is growing up more like you or your wife?

She has her mom’s energy for sure, more of her enthusiasm. I’m more of a calm spirit.

So your wife is the fun one.

(Laughs hard) Yes. She is. She’s definitely the fun one.