"We're building a partnership that will deliver real value to clients," says The Odd Number CEO Xola Nouse. "Over the past five years, we've successfully demonstrated the case for an agency such as ours."
"As we now set our sights on continued growth and expansion, we've found in King James partners whose business and creative philosophies mirror that of our own — our collective independence and entrepreneurial flair resonates with the clients and markets we serve," adds Nouse.
"A coming together of two African born independent businesses that can serve uniquely African opportunities with an innovative approach rings true to us," says King James CEO James Barty.
"And while we're obviously at very different stages in our business lifespan, this new structure sets up a shared long-term vision for both agencies to work towards," adds Barty.
The two agency brands say that they will continue to operate as standalone agency groups, while leveraging the skills and expertise that each company can bring to the other through this partnership. They will be "collaborating where possible and teaming up when necessary".
"Alistair and James have a lot in common with Xola and me," says The Odd Number CCO Sbu Sitole. "We all believe that the future belongs to local, independent agencies that are interested in shaping our country's creative narrative. We aim to achieve this by finding, nurturing and arming young creative South Africans with the confidence and ability to showcase their work and compete at a global level."
"We've long admired the entrepreneurial spirit of The Odd Number but, more than anything, we identify as kindred creative spirits. Our shared creative ethos and our personal ambitions for our respective companies have been critical to our meeting of minds," concludes King James CCO Alistair King.
Sitole, Nouse, King and Barty will sit as equal shareholders on the board of Groundswell.
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