Oddfellows: Mumbrella Creative Agency Review – driven by Toyota and looking likely to merge

The newly published Mumbrella Creative Agency Review examines Australia’s top 30 ad agencies. Today Robin Hicks examines how Oddfellows has fared over the last 12 months.

It has been suggested that Oddfellows is a curious choice for our top 30. Described by one panelist as “not the most exciting agency in town”, Oddfellows is known almost exclusively for its trusty Toyota relationship. Little is ever heard from the agency, which seems happy with its reputation as a no-nonsense grafter that keeps its head down.

There are other clients at the agency of 40 staff, among them the Australian Egg Corporation, Corporate Express and Indonesian airline Garuda. But the focus, as has been the way for the agency’s 23 years of existence, has been dutifully servicing its founding client with hard-working retail advertising.

One panelist notes: “Oddfellows is so dominated by Toyota that it’s difficult to assess. That said, its relationship with Toyota is one of the most enduring in Australia and the work they do appeals to the dealers and delivers for the client.”