The Odd Number punches above its weight

An agency that has consistently punched above its weight creatively is this year’s AdFocus Medium Agency of the Year, The Odd Number.

Since its inception, The Odd Number has been driven to change the negative narrative associated with black-owned agencies and prove that a 100% black-owned agency can compete creatively among its peers, locally and internationally.

Despite some challenges along the way, it has succeeded. The AdFocus judges noted that The Odd Number consistently produced work of a world-class standard. During the AdFocus judging period, its creative output was accompanied by revenue growth of 96%. New account gains including TymeBank, Momentum Group, M-Kopa and Tanzanian Breweries, Excella Cooking Oil, Jumbo Cash & Carry, Parmalat, Strawberry Lips and Coco-Rico, Converse, Sky Distribution and Sasol Delight meant that the agency increased its staff, growing its headcount from 32 to 54 full-time staff members during the period under review.

Creatively, it ranked as the number one medium-sized agency at the Loeries Awards, where it won its second grand prix. It has retained its top-five agency ranking among the leading medium-sized agencies in the Africa and Middle East region over the past three years.

The judges commended the agency for using its creative identity to thinking that points the way towards a uniquely SA tone of work but that still manages to stand out globally.

The agency has put a great deal of effort into creating a supportive, rewarding and innovative work environment. Its leave policy is unusual in the industry. Employees are encouraged to use their annual leave during the year with the agency providing bonus leave days during the festive period. Each month, staff also get a dedicated “Odd Day Off” for rest and self-care. The agency maintains that this approach reinforces its commitment to a balanced lifestyle and acknowledges the importance of mental and physical rest.

The big take-out: The Odd Number has been driven to change the negative narrative associated with black-owned agencies and prove that a 100% black-owned agency can compete creatively among its peers, locally and internationally.