Dentsu buys Oddfellows

By AdNews | 9 January 2014
Andrew Black.

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.”

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus