In 2024, The Odd Number won the prestigious Loeries Independent Agency of the year award. Founded by Sbu Sitole and his partner and childhood friend Xola Nouse this agency has worked and shaped some of the leading brands in just a space of 10 years. Sbu and I reflect on his journey, the journey of The Odd Number, and the work they have managed to execute in the industry. Sbu Sitole is the Co-Founder and Chief Creative Director of The Odd Number, South Africa’s Agency of the year 2017 and 2019 respectively. Since it’s founding in 2015, The Odd Number has consistently won awards in all South Africa’s major award shows including The Creative Circle, the Loeries Awards, as well as the Pendorings Awards - most recently ranked 2nd most awarded agency to feature in the show. In 2018, Sbu was voted most admired Executive Creative Director in Johannesburg, and second most admired Executive Creative Director in South Africa 2019, in a local poll amongst South African Creative leaders. Most recently The Odd Number won its first 4 One Show Merits, becoming the first 100% Black Owned Agency to ever garner this accolade. The Odd Number, is currently at second place in the Creative Circle Rankings. Sbu has recently been appointed as Chairman of the Loeries Africa Middle East, as well as judged major international award shows including The Cannes Lions, The Dubai Lynx as Jury President and The One Show Awards.