The Odd Number succeeds Accenture Song (previously known as King James), which has been working with the TymeBank team for over five years. This is since before the bank's official launch in 2019.

In line with increasing market needs, the bank felt it prudent to review its creative strategy and ensure that it has a supplier that can keep up with its evolving objectives.

Following an RFP, shortlisted agencies (including the incumbent) took part in a session that considered strategic and creative capability, as well as main market understanding and experience. The Odd Number scored high across the board and the panel says that it was particularly impressed with their energy and creative approach.

Linda Appie, chief marketing officer at TymeBank, says, "Our objective was to find a creative agency that would work collaboratively with the TymeBank team and various agency partners. We also needed a creative partner that could help TymeBank become a more aspirational brand to customers while maintaining the unique tone and authenticity."

TymeBank says that it continues to be the fastest-growing bank in South Africa since its launch in February 2019. With 7.3 million customers, it has the sixth strongest brand power in the banking sector and has an ambition to be amongst the top three banks in the country in the next three years. TymeBank's marketing is a vital part of meeting this objective.

"We entered the banking sector as a disruptor less than five years ago and have since become a truly credible alternative to the legacy banks in this country. Having a challenger spirit that aligns with our DNA, we believe The Odd Number is a perfect partner for our next exciting chapter and we look forward to a winning and productive relationship," says Appie. 

"We also thank the Accenture Song team for their outstanding contribution to TymeBank's success over the past four years," Appie adds.

TymeBank's recent growth is attributed to its distribution footprint in key retail partners such as Pick n Pay, Boxer and most recently TFG. TymeBank currently has a kiosk footprint of approximately 1 450 kiosks nationally, which is where most customers are onboarded. Customers are also able to sign up by downloading the app or via the internet.

The Odd Number says that as part of the account, they will be executing the bank's brand and creative strategy, creative production (above and below the line), as well as retail strategy and development.

Xola Nouse, chief executive officer at The Odd Number, says, "We are immensely proud to be appointed as TymeBank's new brand and creative partner. "As a leading, diverse agency group, this partnership represents a significant milestone for us and is an opportunity to disrupt the future of banking."

"We are committed to crafting creative work that not only captivates audiences but also resonates deeply with their evolving needs and aspirations. We understand the power of connecting emotionally with consumers and we bring that understanding to our partnership with TymeBank," concludes Nouse. 

For more information, visit www.theoddnumber.co.za.