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.

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