Cossette is bolstering the creative leadership in its Vancouver office with the addition of U.K.-born John Osborne as group creative director.

In his new role, Osborne will be tasked with oversight of the creative teams working on some of Cossette’s larger clients, including Telus, McDonald’s Canada, Tourism Yukon and Coast Capital.

Joining the Vancouver leadership team, Osborne will work directly with Max MacBeath, who was hired as head of strategy in March 2022, and Erin Pongracz, senior director of client services.

Osborne joins the agency from U.K. shop Creature, where he worked on a roster of clients that included global pharma and household group Church & Dwight, Capital One, the Royal Navy and utility company London Power. Some of his work has garnered substantial awards attention, including from Cannes and D&AD.

He is also the co-founder of LGBTQ+ advocacy organization Queer Ad Folk, which seeks to showcase the work of members of the community in advertising and demonstrate to would-be LGBTQ+ creatives that there is space for them in the sector.

“John is a brilliant creative, but what truly sets him apart from the rest is his ability to nurture and grow talent,” said Robyn Smith, VP and general manager at Cossette Vancouver. “John is always tuned into the world around him and brings an undeniable passion for ideas that push the craft to the highest possible standard.”

Last fall, Cossette bolstered the Toronto-based creative team working on McDonald’s Canada, one the agency’s biggest accounts – data from AdEase showed that QSR was the most active ad buyer on both TV and radio in Canada last year.

Shortly after, the agency brought on Sabaa Quao as its new CCO, before ending the year by hiring Subtej Nijjar as chief strategy officer.