After years of speculation, Dentsu has acquired a majority stake in local independent agency Oddfellows to form a merged Oddfellows/Dentsu offering.
Oddfellows has long been identified as a potential acquisition for the Japanese advertising giant due to its relationship with Toyota as its retail creative agency. Dentsu and Toyota have a long-standing partnership.
Under the terms, Oddfellows will become a wholly owned subsidiary of Dentsu by 2017.
Oddfellows managing director Andrew Black will become chief executive of Oddfellows/Dentsu companies which also includes digital firm @odds and art and design studio @tack.
Dentsu launched its creative operations in Australia three years ago. At the time, there was speculation over whether Dentsu would wade into this market through a partnership with Oddfellows.
Last year Dentsu also aqcuired the global Aegis network and in turn formed the largest agency group in Asia Pacific.
“Dentsu and Oddfellows have had a long and very fruitful working relationship and we are delighted to finally formalise,” Dentsu Asia chief executive Dick van Motman said. “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.”
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