Aussie trio band together as Osborn 5

SYDNEY: Doyens of the Australian advertising scene, Austin Begg,

Dennis Merchant and Richard Osborn have joined forces to launch a new

agency based on the belief that traditional ad agencies are becoming

irrelevant.

The trio will work under the new banner of Osborn 5, with Osborn as

creative director and Begg as managing director.

The pair are majority shareholders, while Merchant has taken a minor

stake as chairman. Osborn's son Ben has also taken a post as copywriter

and Josh Laws, son of Australian radio king John Laws, is the art

director.

"The reason we decided to set up is we think there are a number of major

advertisers who would be seeking a higher level of involvement from

agencies," Begg said.

"I'm specifically talking about building brand equity and improving

shareholder value," he said. Current clients include Encyclopaedia

Britannica, Clean Up Australia, Cunard, Boating Industry Association of

Australia, Holiday Autos and Vital Woman.

Begg said the agency had already won two additional, undisclosed pieces

of business and was working on a third pitch.

Previously, Osborn worked as worldwide creative director for Qantas and

the Australian Tourist Commission, while Begg is known for his work on

some of Australia's most successful brands, including toilet tissue

label Sorbent, preserves brand Monbulk and Bob Jane T Marts, a tyre

store.

Merchant, who opened Australia's first independent media buying

organisation in 1979, still intends to launch a separate business in

October, which will assist advertisers with the media buying process.