The Odd Number Group and Base Five Media Forge Strategic Partnership

The Odd Number Group has entered into a strategic partnership with women-led media agency Base Five, enhancing both companies’ ability to deliver bold, culturally intelligent storytelling. Moreover, this partnership forms part of the Group’s wider growth strategy, as it merges creativity with proven media expertise to drive greater cultural and commercial impact.

Women-Led Innovation at the Core

Established in 2014 by Tlangelani Manzini and Daisy, Base Five has steadily become known for its precision in media, strong client relationships, and unwavering dedication to empowering women. Over the years, the agency has successfully executed campaigns for major brands. Furthermore, it recently collaborated with The Odd Number on projects for Momentum and Tata. Consequently, the success of these joint efforts set the stage for this next chapter.

From its inception as a daring idea by two women determined to chart their own path, Base Five has grown into a dynamic women-powered agency. Indeed, what began as a vision has now become proof of what women can accomplish together. “We’re proud of our culture one that employs only women, enables them to lead with confidence, and trains the next generation of strategists,” says Tlangelani, founder and CEO.

Shared Vision and Aligned Values

For The Odd Number, this partnership goes well beyond business growth. In fact, it reflects a deeper alignment of values and purpose. “Base Five brings media expertise that complements our creative strengths,” notes Xola Nouse, CEO of The Odd Number. “Equally important, Tlangelani and Daisy embody values that mirror our purpose-driven, people-focused, and boldly ambitious approach.”

From Base Five’s perspective, the alliance is both recognition of their journey and an opportunity to amplify their influence. Additionally, it validates their belief in building differently. “We began this agency with the belief that we could build, own, and lead differently,” says Daisy, co-founder and COO. “Therefore, joining forces with The Odd Number is a natural evolution. Together, we are creating a collective defined by creative power, media precision, and an authentic commitment to transformation.”

Creativity Meets Execution

The collaboration unites The Odd Number’s creative depth with Base Five’s media expertise. Importantly, it highlights how execution is just as vital as ideas. According to Sibusiso Sitole, chief creative officer of The Odd Number, “Creativity must be matched with bold and precise execution. Thus, this partnership ensures our storytelling is delivered with both cultural relevance and market impact.”

Towards a Pan-African Vision

Base Five will continue advancing its media excellence while simultaneously extending its presence beyond South Africa into Pan-African markets such as Zambia, Kenya, Botswana, Namibia, Ghana, and Nigeria. As a result, for both agencies, the partnership represents more than a business venture, rather, it is a commitment to shaping the future of African creativity and media with trust, intent, and transformative ambition.