The deal has been described as a ‘loose affiliation’, based on Oddfellows’ relationship with key client Toyota. However, should the collaboration prove fruitful after a “trial period”, the Japanese giant would consider acquiring the Sydney-based agency, said a Dentsu source.
No Dentsu executives are yet on site at the agency, which continues to be staffed locally.
The alliance marks a return for Dentsu, which has struggled to maintain a consistent presence in Australia with a number of failed joint ventures and partnerships.
Its most successful attempt was through the acquisition of Bam-SSB, an agency known to be one of Australia’s hottest independents in its previous incarnation as Bam. However, the agency later disappeared after it was merged into D’Arcy following Publicis Groupe’s acquisition of Bcom3 in 2001.
Oddfellows positions itself as a fully integrated creative agency with the mantra ‘Everything under one roof’.
While well established, Oddfellows is not regarded as one of Australia’s best independent shops, according to Australian sources. However, the agency has a strong grip on Toyota, one of Dentsu’s largest clients.
Oddfellows handles Toyota’s retail, motorsport and parts, service and accessories accounts, as well as the Lexus retail business.
Other clients include Atlantis Energy, Sealy, Polartechnics and Petbarn.
