Japanese firm Dentsu has bought a majority stake in local independent ad agency Oddfellows as the marketing firm looks to bolster its relationship with Toyota.
Oddfellows has been renamed Oddfellows/Dentsu with Oddfellows to be wholly owned by Dentsu by the end of 2017.
Dentsu currently owns 51% of Oddfellows which is headquartered in Sydney. Andrew Black, Oddfellows’ current managing director, will be chief executive of Oddfellows/Dentsu.
Dick van Motman, chief executive of Dentsu Asia, said: “Dentsu and Oddfellows have had a long and very fruitful working relationship and we are delighted to finally formalize this.”
In 2010 Dentsu was added to Toyota’s local advertising roster, despite the firm not having a local office at the time.
When Dentsu did enter the market in 2011 there was speculation it would look to acquire Oddfellows.
Last year Dentsu acquired Aegis in a deal worth more than $4bn.
The full release:
“Dentsu Inc. announced today that its global business unit, the Dentsu Aegis Network, has reached an agreement with the principal shareholders of Australian advertising company group Oddfellows Holdings Pty Ltd (Head Office: Sydney) to acquire a 51% stake in the company. Under the terms of the agreement, Oddfellows Holdings will become a wholly owned subsidiary by the end of 2017.
Oddfellows Holdings owns three companies: advertising agency Oddfellows Pty Ltd, digital communications specialist @odds Pty Ltd, and art and design studio @tack Pty Ltd which provide integrated advertising communication services including media, digital, strategy, production, CRM and promotions. @odds Pty Ltd and @tack Pty Ltd are both 100% owned by Oddfellows Pty Ltd, which also has strategic alliances with film and animation studios as well as an audio & music studio.
To date, Dentsu has been providing services to its clients in Australia through both its brand and media agencies. The addition of the Oddfellows group of companies to the Dentsu Group will lead to further expansion of the Group’s business in the Australian market and an enhanced range of services, particularly in the creative field. Oddfellows Holdings Pty Ltd will be renamed Oddfellows/Dentsu Holdings Pty Ltd, and Oddfellows Pty Ltd will be renamed Oddfellows/Dentsu Pty Ltd. Andrew Black will be the CEO of all the Oddfellows/Dentsu companies.
“Dentsu and Oddfellows have had a long and very fruitful working relationship and we are delighted to finally formalize this,” said Dick van Motman, CEO of Dentsu Asia. “Oddfellows has been running a very tight ship and we have several shared clients. It made great sense for us to strengthen the relationship with all these parties by welcoming Oddfellows to the Dentsu family.”
The impact of this transaction on Dentsu’s consolidated financial results for the fiscal year ending March 31, 2014 is expected to be minimal.”
Please login with linkedin to comment
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]