The deal has been described as a ‘loose affiliation’, based on Oddfellows' relationship with Toyota. However, should the collaboration work, the Japanese giant would consider acquiring the Sydney-based agency, said a Dentsu source.
The alliance marks a return to Australia for Dentsu, which first entered through the acquisition of Bam. The agency later disappeared after it was merged into D'Arcy following Publicis Groupe's acquisition of Bcom3.