ODD
ODD is a London-headquartered B2B creative agency founded circa 2003, serving fashion, retail, and lifestyle brands with brand strategy, integrated campaigns, digital design, social, content, and consumer research services across the UK and APAC.
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingServices
What ODD does
ODD is a London-headquartered, integrated B2B creative agency founded circa 2003, specializing in brand strategy, integrated campaigns, digital design, social strategy, content creation, retail engagement, and consumer research for fashion, retail, and lifestyle brands. Its core offering comprises professional services delivered through nine capability areas (Brand Strategy, Integrated Campaigns, Digital Design & Development, Social Strategy, Content Creation, Community Management, Retail & eCommerce Engagement, Brand Experience, Consumer Research), supplemented by specialized IP products including the M:LIFE modest fashion research division and the Youth Oracles Gen Z research initiative. ODD monetizes through project-based fees and retainer arrangements, acquiring enterprise clients via direct sales, competitive pitches, and referrals, with anchor clients including Marks & Spencer, Dr. Martens, F&F/Tesco, Levi Strauss, Benefit Cosmetics, Primark, Mr Porter, and Eastpak.
The agency operates two offices: its London headquarters at 75 Bermondsey Street and a Sydney regional office opened in November 2018 to serve the APAC market with founding clients Seafolly (global AOR) and Venroy. ODD holds IPA CPD accreditation and GDPR-compliant data practices, and has won multiple Drapers Awards (2018) and a Brand Republic Digital Award (2016). Underlying technology is conventional marketing stack tooling (HubSpot, Google Analytics, WordPress) with no proprietary platform disclosed. ODD is a wholly-owned subsidiary of Next 15 Communications Group following Next 15's 2022 acquisition of the Engine Group, and announced in March 2022 that it will merge with Engine Creative under a new combined name, proposition, and identity.
ODD firmographics
Firmographics- Name
- ODD
- Legal name
- ODD London Ltd.
- Website
- https://oddlondon.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Short description
- ODD is a London-headquartered B2B creative agency founded circa 2003, serving fashion, retail, and lifestyle brands with brand strategy, integrated campaigns, digital design, social, content, and consumer research services across the UK and APAC.
- Ownership category
- akta.pro rank
ODD industry classification
Industry- Product category
- Creative Agency Services
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
- akta.pro secondary industry
- Activation/Experiential Creative Agencies (MPAAAAAO)
Keywords
Where ODD is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
ODD business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Creative Agency Services: ODD generates revenue through professional services fees including brand strategy consulting, integrated campaign development, digital design and content creation, and retainer arrangements with fashion, retail, and lifestyle brands. Revenue is derived from project-based fees and ongoing agency retainers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
ODD product offering
Product offeringCore offering
ODD is an integrated creative agency that provides brand strategy, multi-channel integrated campaigns, digital design and development, social strategy, content creation, community management, retail and eCommerce engagement, brand experience, and consumer research services. It builds aspirational lifestyles around fashion, retail, and lifestyle brands using real-time cultural insight and data. The agency operates specialized divisions including M:LIFE (modest fashion research) and initiatives like Youth Oracles (Gen Z insights).
Product overview
ODD is an integrated creative agency that offers a comprehensive suite of brand marketing services organized around core capabilities including Brand Strategy, Integrated Campaigns, Digital Design & Development, Social Strategy, Content Creation, Community Management, Retail & eCommerce Engagement, Brand Experience, and Consumer Research. The agency operates specialized divisions such as M:LIFE (modest fashion research) and initiatives like Youth Oracles (Gen Z insights). Notable campaign platforms include #WORNDIFFERENT for Dr. Martens, True Measure of a Man for Jacamo, Supermarket Woman for F&F, and #GoJumpers for M&S. The agency works primarily with fashion, retail, and lifestyle brands to build aspirational lifestyles around them using real-time cultural insight and data.
Differentiator
Problem solved
Functional benefit
Brands
- M:LIFE: Division focused on modest fashion and advising brands on how to drive desire amongst Muslim consumers in an informed and authentic way.
Products and services
- Brand Strategy Strategic consulting services to develop and define brand positioning, identity, and long-term growth strategies for fashion, retail, and lifestyle brands.
- Integrated Campaigns Multi-channel marketing campaigns spanning TV, print, out-of-home, digital, social media, and experiential activations to drive brand awareness and sales for fashion, retail, and lifestyle brands.
- Digital Design & Development Website design, user interface and user experience development, and digital product creation for e-commerce and brand engagement platforms serving fashion, retail, and lifestyle clients.
- Social Strategy Social media strategy development and community management to build brand presence and engagement across digital platforms for fashion, retail, and lifestyle brands.
- Content Creation Production of creative content including video, photography, copywriting, and multimedia assets for advertising and brand communications across fashion, retail, and lifestyle clients.
- Community Management Ongoing management of brand communities and social media engagement with audiences on behalf of fashion, retail, and lifestyle clients.
- Retail & eCommerce Engagement Strategies and creative solutions to enhance in-store and online shopping experiences, drive retail engagement, and optimize e-commerce performance for fashion and retail clients.
- Brand Experience Experiential marketing initiatives including events, activations, and immersive brand experiences to connect consumers with fashion, retail, and lifestyle brands.
- Consumer Research Research services including market analysis, consumer insights, and trend forecasting to inform brand strategy and creative direction for fashion, retail, and lifestyle clients.
- M:LIFE A specialized division focused on modest fashion research and advising brands on how to authentically connect with Muslim consumers, offering workshops and insights reports.
- Youth Oracles A Gen Z research initiative that consults young people across global cities to uncover insights about youth desires, preferences, and future trends for brand strategy.
Quantifiable outcome
- 6:1 ROI achieved for F&F Supermarket Woman campaign over four-year partnership
- +11 more outcomes
Companies that use ODD
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
ODD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ODD partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Engine CreativeflagshipFollowing Next 15's acquisition of Engine Group, ODD merged with Engine Creative as their creative pillar. This represents a landmark evolution combining ODD's fashion/lifestyle expertise with Engine Creative's capabilities under the Next 15 communications group. The merged entity will launch under a new name, proposition and identity to serve evolving needs of ambitious brands.
Scale indicators1 record
Recent moves7 records
Expansion highlights5 records
ODD competitors and assessment
Company assessmentDirect peers
- Mother London: Independent London creative agency of comparable size, also known for culturally-led work across fashion, lifestyle, and FMCG brands; competes with ODD for similar clients and pitch opportunities.
- Mother Design: Independent London-based creative agency with brand strategy, identity, and campaign capabilities; comparable in scale and directly overlaps with ODD's design-led fashion/lifestyle engagement work.
- Anomaly: Independently-owned creative agency with strong fashion, lifestyle, and consumer brand portfolio; similar model combining brand strategy, integrated campaigns, and digital design for similar client roster.
- BBH (Bartle Bogle Hegarty): Iconic London creative agency with deep fashion/retail heritage (Levi's, Lynx/Axe heritage); competes with ODD for major UK and global brand accounts and shares integrated full-service agency profile.
- R/GA: Global creative agency combining brand, design, and technology capabilities; highly comparable to ODD's integrated model and competes on digital design, e-commerce, and brand experience engagements.
- Engine Creative: Creative pillar of Engine Group; announced merger partner of ODD under Next 15 Communications Group, with overlapping integrated campaign and brand strategy offerings prior to combining.
- AMV BBDO: Major London-based creative agency with strong retail and consumer brand credentials; competes for the same pitch opportunities and shares the integrated creative agency model with ODD.
Broad incumbents
- Saatchi & Saatchi London: Major Publicis-owned creative network with London HQ and broad portfolio; competes on the same brand-led pitches but offers wider geographic scale and media-buying integration that ODD cannot match alone.
- Havas London: Havas-owned London creative network; broader portfolio and holding-company scale than ODD but overlaps on retail, fashion, and integrated campaign work in the UK market.
- Wieden+Kennedy London: Independently-owned global creative network with London office; competes for culturally-driven brand work and shares the independent creative ethos with ODD, though at a larger scale and broader client base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ODD social profiles
Digital presenceODD compliance and trust
Trust signalCompliance2 records
ODD financial estimates
Financial estimateRevenue estimate
Valuation estimate
ODD leadership team
Management profileNumber of profiles
Profiles5 records
ODD subsidiaries and ownership
Company hierarchySubsidiaries1 record
ODD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ODD M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ODD
What does ODD do?
ODD is an integrated creative agency that provides brand strategy, multi-channel integrated campaigns, digital design and development, social strategy, content creation, community management, retail and eCommerce engagement, brand experience, and consumer research services. It builds aspirational lifestyles around fashion, retail, and lifestyle brands using real-time cultural insight and data. The agency operates specialized divisions including M:LIFE (modest fashion research) and initiatives like Youth Oracles (Gen Z insights).
Is ODD a public or private company?
ODD is a private company. It is classified as corporate owned and is currently operating.
When was ODD founded?
ODD was founded in 2003.
Where is ODD based?
ODD is headquartered in London, United Kingdom, in the Europe region.
How does ODD make money?
One revenue line is on record: creative Agency Services.
Who are ODD's main competitors?
Direct peers on record are Mother London, Mother Design, Anomaly, BBH (Bartle Bogle Hegarty), R/GA, Engine Creative and AMV BBDO. Broad incumbents are Saatchi & Saatchi London, Havas London and Wieden+Kennedy London.
Does ODD have an API?
No public API is recorded for ODD.
What industry is ODD in?
ODD's product category is Creative Agency Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of MPAAAAAO, Activation/Experiential Creative Agencies. Its SIC code is 7311.