Mediaweek has teamed up with the IMAA to give indie leaders a platform to talk about their work, their take on the industry, and what keeps them busy outside of office hours.
This week, we’re shining the light on Greg Oddy, founder of Oddy Media.
Built on the belief that businesses deserve straight-talking, strategic advice – without the complexity – Oddy Media offers clients a single point of contact for all their media, marketing, and advertising needs.
In a fragmented landscape where the platform options seem to multiply by the minute, Greg has made simplicity the point of difference.
Greg Oddy
What sparked your interest in launching your indie agency?
I’d been in the same network for a while. I needed a fresh start and a new challenge. Seeing indies gain momentum interstate, there was a growing appetite from clients wanting independent, unbiased advice.
The only way to do that was to step out of what was comfortable and back myself.
I wanted to build something that genuinely put clients first, not just push a single platform or agenda.
Why did your agency join the IMAA?
The indie movement was building, and the IMAA provided access to data, resources and a network of like-minded businesses facing similar challenges.
Sam Buchanan and the team were building a strong voice for indies and shifting perceptions across the market. It made sense to join.
What sets your agency apart?
Independence is at the core. No agendas, no pressure to push certain channels – just honest advice focused on outcomes. We’ve stayed true to our values from day one – nimble, accountable and transparent. Service for us is non-negotiable. We’re fortunate to work with the best across all networks, and our clients benefit from that.
Beyond media buying, we’re always looking at how to get more out of every campaign through amplification, partnerships and smarter channel use. We understand the best outcomes come from strong collaboration with our clients and media partners.
We also stay in our lane. We’re not trying to be everything to everyone – we focus on what we do best and do it really well.
What differentiates your pitch approach?
We keep it simple and grounded in outcomes. No overcomplication – just clear thinking tied to results. Being lean allows us to be agile, responsive and genuinely collaborative. We’re always looking for smarter, less cluttered ways for brands to show up.
Being smaller and boutique, we don’t generally compete against the big agencies. We’ve also been fortunate to build a business largely through referrals, so we’re not in the land of constant pitching.
That said, we’re increasingly being invited into conversations and briefs involving larger, government-funded organisations. It feels like indies are genuinely earning a seat at the table based on trust, service and results.
Who have been your latest agency account wins?
We’ve recently started working with Myer Centre Adelaide – an iconic Adelaide brand – as it enters its next phase, with plenty happening across the year.
We’ve also continued our long-standing partnership with Solitaire Automotive, who have expanded their portfolio with Zeekr and Polestar – an exciting space with the growth of EV.
With ad spend expected to rise or remain stable in FY26, how are you preparing for that growth?
We’re focused on strengthening service and continuing to evolve what we offer.
Investing in the right people is a big part of that. We recently hired Carly Way, who is highly sought after in the Adelaide media landscape. With her experience, deep media knowledge and strong market relationships, she’s elevated our service and helps us get more out of every campaign.
Ultimately, growth comes down to having the right people to navigate what’s next.
What’s another indie agency that you see is crushing it, and why?
A couple of peers I worked with previously. Susie Michaels (One Media Co) and Clint Chambers (Media Exchange) have built impressive indie businesses interstate and are both absolutely crushing it. We chat and share ideas, which is one of the best parts of the indie space.
What’s a piece of work you’re most proud of?
Our work with the South Australian Cricket Association across BBL and SACA Waitlist stands out – driving record crowds, memberships and engagement across multiple campaigns.
Tyrepower is another, delivering consistent year-on-year growth. We’ve just delivered a strong ESPN/Disney partnership around the NBL, which was a great strategic fit.
The launch of the Adelaide Marriott Hotel was another milestone in supporting the strategy, planning, and execution of media buying for such a significant project.
As a leader, how do you switch off?
Family time. I’ve got three kids, a house full of girls all at different stages, so life is busy. And if I’m not driving them to sports, I’ll try to sneak in a round of golf when my wife allows.
What does success look like over the next 12 months?
Retaining and growing our current client base, continuing to evolve our offering, and doubling down on service. If we’re delivering better outcomes for clients, the rest takes care of itself.
What can the industry expect from your agency?
A clear focus on results, strong partnerships and no-nonsense advice. We provide stability and accountability, which is rare these days with the high turnover amongst networks and bigger agencies. We take great pride in becoming an integral part of our clients’ businesses.
We’re grateful to work with great people across the industry, and for the clients who continue to back us, we’re excited for what’s next.
See here for past editions of IMAA Spotlight.