Aussie trio band together as Osborn 5

<p>SYDNEY: Doyens of the Australian advertising scene, Austin Begg, </p><p>Dennis Merchant and Richard Osborn have joined forces to launch a new </p><p>agency based on the belief that traditional ad agencies are becoming </p><p>irrelevant. </p><p><BR><BR> </p><p>The trio will work under the new banner of Osborn 5, with Osborn as </p><p>creative director and Begg as managing director. </p><p><BR><BR> </p><p>The pair are majority shareholders, while Merchant has taken a minor </p><p>stake as chairman. Osborn's son Ben has also taken a post as copywriter </p><p>and Josh Laws, son of Australian radio king John Laws, is the art </p><p>director. </p><p><BR><BR> </p><p>"The reason we decided to set up is we think there are a number of major </p><p>advertisers who would be seeking a higher level of involvement from </p><p>agencies," Begg said. </p><p><BR><BR> </p><p>"I'm specifically talking about building brand equity and improving </p><p>shareholder value," he said. Current clients include Encyclopaedia </p><p>Britannica, Clean Up Australia, Cunard, Boating Industry Association of </p><p>Australia, Holiday Autos and Vital Woman. </p><p><BR><BR> </p><p>Begg said the agency had already won two additional, undisclosed pieces </p><p>of business and was working on a third pitch. </p><p><BR><BR> </p><p>Previously, Osborn worked as worldwide creative director for Qantas and </p><p>the Australian Tourist Commission, while Begg is known for his work on </p><p>some of Australia's most successful brands, including toilet tissue </p><p>label Sorbent, preserves brand Monbulk and Bob Jane T Marts, a tyre </p><p>store. </p><p><BR><BR> </p><p>Merchant, who opened Australia's first independent media buying </p><p>organisation in 1979, still intends to launch a separate business in </p><p>October, which will assist advertisers with the media buying process. </p><p><BR><BR> </p>