“We didn’t just want to be different, we wanted to mean something different,” Xola Nouse.
In 2015, two lifelong friends from Johannesburg set out to build something different. Not different for the sake of it, but different in the way that matters, a business rooted in authenticity, creativity, and courage. Ten years later, The Odd Number has emerged as one of South Africa’s most respected and awarded advertising agencies, not just for its work, but for what it represents.
Co-founded by Xola Nouse and Sbusiso “Sbu” Sitole, The Odd Number isn’t just an agency. It’s a cultural force. A creative home. A living example of what’s possible when business and art, discipline and instinct, friendship and partnership come together and stick together.
Johannesburg Roots, Entrepreneurial Seeds
Xola Nouse was “born, bred, and buttered” in Johannesburg. His family origins trace back to the Northern Cape, but his soul, his sense of identity, and his entrepreneurial fire were all forged in the heart of Joburg. Growing up in Soweto, Nouse was raised in a home where business wasn’t a foreign concept, it was the language of life.
“My grandfather in Kimberley owned a large store that later became a gaming spot where people came to play snooker, Pac-Man and all manner of other games,” he recalls. “My dad left the corporate world at IBM, Unilever and Telkom to start his own business. We talked business all the time.”
That early exposure embedded in him a belief that starting and growing something of your own was not just a dream, it was a duty.
It was in the playgrounds and classrooms of Joburg that Nouse met Sitole. Both young and driven, their goals diverged in profession but converged in purpose: Nouse wanted to be in business; Sbu, an advertising creative. “He asked me what I wanted to do, and I said, ‘I want to be a businessman.’ I asked him what he wanted to do, and he said, ‘I want to be in advertising.’ So I asked him to come up with an ad, and he hasn’t stopped since.”
The Odd Number isn’t just a name. It’s a philosophy. Nouse and Sitole are opposites in many ways, Nouse is reserved, methodical, analytical. Sitole is outgoing, exuberant, and instinctive. But those differences are exactly what make their partnership powerful.
“We don’t compete for each others space,” says Nouse. “We complement each other. We share similar values, but we approach things from different angles. He lights up a room, and I tend to reflect in the corner of it. But it works.”
Their personalities, academic choices, and even creative influences reflect their balance. Nouse studied business and strategy, while Sitole leaned into art, drama, and the humanities. But it was hip-hop, both global and local, that gave them their early creative swagger.
The Odd Number was formally registered in 2011, but it wasn’t until 1 April 2015 that the agency officially opened its doors. And no, the date wasn’t a prank.
Armed with nothing more than personal savings and a belief in their combined vision, Nouse and Sitole walked away from steady corporate jobs, Nouse in management consulting, Sitole in top-tier advertising, to build something of their own.
“There were no financial backers,” says Nouse. “We started with savings from our early thirties. The first big break came from KFC Africa, launching the Streetwise brand across East and West Africa. That set the tone.”
By the end of year one, The Odd Number had onboarded KFC Africa, Brand South Africa, and BBC Worldwide. The small two-man team operating out of a shoebox office was suddenly in conversations with some of the biggest brands on the continent.
What makes The Odd Number stand out isn’t just its black ownership, it’s the values the agency has built itself on. “We weren’t trying something we hadn’t done before,” Nouse explains. “We had a solid base from our previous careers. From day one, it was about quality, about being great at what we do, not just having a big team.”
Their strategy was deliberate: attract clients who mirror their own ambition, passion, and standards. “The clients we work with must believe in excellence and want to do remarkable work.”
That mindset, of building long-standing relationships, of delivering quality over quantity, and of staying grounded in values, is what’s fueled the agency’s sustained success.
Over the past decade, The Odd Number has racked up awards and accolades. From the Loeries to Cannes Lions, the agency is regularly celebrated for its creativity and impact. But the recognition goes beyond trophies.
In 2024, they were named Independent Agency of the Year in the Africa and Middle East Region by the Loeries. Financial Mail followed suit, naming them Medium-Sized Agency of the Year. Their client base, which includes long-term relationships with brands like Game, Momentum and TymeBank, speaks volumes about their consistency and credibility.
But Nouse is quick to note: success hasn’t come from a single “aha” moment. “There hasn’t been one big turning point. It’s been a series of steps, some wins, some losses. But the reality is, you’ve got to wake up every day and deliver. That’s what builds something real.”
One project that still stands out for Nouse is a piece for Brand South Africa during the xenophobic violence in 2017. “The brief was initialy meant to just be a simple radio spot, but we turned it into a powerful visual piece. It wasn’t about selling a product. It was about delivering a message that needed to be heard – one of respect and love for one another .”
As one of South Africa’s leading 100% black-owned agencies, The Odd Number is a beacon of transformation. But Nouse is careful not to romanticize the journey.
“We’ve had some luck, yes. But there are still systemic challenges, the cost of creative education, limited access to big opportunities, barriers to entry. Our story isn’t typical of black businesses in advertising. It’s the exception.”
And yet, the agency continues to thrive. With nearly 60 employees, two new subsidiaries in the pipeline, and plans to further expand across the continent, The Odd Number is positioned for its next chapter. “We’re a mid-sized business, strong in ideas, focused on creativity. We do a few things well and we want to keep it that way.”
Their goals are clear: remain relevant, sharpen their offering, invest in talent, and grow beyond South Africa’s borders.
Behind the headlines and campaigns, the real story is one of family. “We’ve lost parents along the journey. Our families are now one big family,” says Nouse. Between the two of them, they’re raising six kids, five boys and one girl. They share milestones and show up for each other, much like they’ve done when they met as 12 year old schoolboys.
“I take my kids to school every day. That’s a privilege. We quiet the radio and just talk. It’s precious. And I want them to grow up understanding that life isn’t just about work, it’s about showing up, being present.”
Asked what advice he gives to young people, Nouse is clear: “Earn your stripes. Learn. Make mistakes where there’s a cushion. Work with the best before you try to be the best. Starting your own thing too early, without reference, is risky.”
He encourages aspiring businesspeople to spend time in structured environments, soak up knowledge, and build their toolbox before launching their own ventures.
As The Odd Number marks a decade in business, its founders remain grounded, grateful, and as ambitious as ever.
“Our journey isn’t over,” says Nouse. “We’ve worked hard on the body of the car, our market positioning is strong. Now we’re focusing on the engine, the systems, people, and processes that will take us into the next ten years.”
Whether it’s on a golf course with their sons, or inside a boardroom pitching the next big campaign, Nouse and Sitole remain a powerful reminder that the most impactful businesses don’t just sell products, they tell stories, challenge norms, and build something bigger than themselves.
