According to Xola Nouse, The Odd Number co-founder and MD, the equity stake is scalable and will see the agencies collaborate as opportunities arise. The two are already working together on the Nedbank digital account, recently won by The Odd Number.
Nouse says that The Odd Number had spent the last eight months looking for a partner in the data and analytics market, so this deal with Hoorah furthers its strategy to create impactful and results-driven work. It also gives The Odd Number greater access to the Cape Town market; a local presence there by the agency is also imminent.
“For too long, the digital media space has operated in a silo mentality with the creatives, media buyers, and data scientists all working separately and within different business models,” says Shaune Jordaan, Hoorah CEO. “By partnering with The Odd Number, we can disrupt that model by offering a through-the-line, independent, transformed offering. For too long, digital media has not been performance-led, and our intention is to drive radical results through the Nedbank client.”
“In the Hoorah team, we saw a group of like-minded people who understand our strategic objective as an agency and where the South African ad space needs to go,” explains Nouse. “Clients want to see effective results. We need to get to a point where our creative solutions ultimately address the business imperative.”
Board of directors
Under the terms of the deal, representatives from The Odd Number sit on the Hoorah board of directors.
Herman Manson (@marklives) is the founder and editor of MarkLives.com.
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