With more than 50 industry accolades to her name, including a Loeries Grand Prix, Cannes Gold and D&AD recognition, Osman has now entered a new chapter as founder of Dopemine, which recently marked its first year.
For her, the lesson from a career spanning some of South Africa’s biggest agencies is straightforward: stop waiting for the perfect moment and just start.
I wanted to build an agency that reflected my own convictions about creativity, culture and business. I had spent years helping to grow other agencies, brands and teams. It was time to back myself.
Dopemine was built on a clear belief: creativity should make people feel something and move them to act. I wanted fewer layers, braver decisions and a culture where happiness and commercial ambition strengthen each other. I stopped waiting for the perfect moment and started building.
If people feel nothing, they do nothing. That belief drives every decision we make.
We combine bold creativity with behavioural science to understand what people desire, fear, remember and respond to. We choose clients who value brave thinking, honest collaboration and measurable impact. We are not interested in producing work simply to fill channels by servicing the brief. We are in service of the work.
Happiness in. Happiness out is not just a phrase. It is a reflection of how people are treated, how pressure is managed and how leaders behave when things become difficult.
We work hard, but things like burnout are real. So we give people a voice, recognise their contribution and protect them from unnecessary chaos. We communicate honestly, give people ownership, make space for laughter and to feel dope. Happiness is not about avoiding pressure, it is about creating an environment where people feel respected and produce their best work when they feel safe. Fun does not have to undermine performance.
The responsibility is far more personal. In an established agency, systems and structures absorb some of the pressure. As a founder, every decision affects your people, your finances, and your reputation.
Entrepreneurship also demands emotional stamina. A major win and a serious setback can happen on the same day, and you must remain focused through both. The reward is that every success means more because you know exactly what it took to achieve it.
I had to unlearn the idea that scale automatically equals strength. Independence has shown me that speed, focus, and direct access to senior talent are powerful competitive advantages.
Most importantly, not to overthink decisions as often; the strongest decision is the clearest one. It is about making the best decision with the information available, learning quickly, and changing course when necessary.
Yes, there were moments when the responsibility of carrying the team, managing cash flow, and securing the next opportunity felt overwhelming. I have, however, been blessed with an incredibly supportive leadership team that has constantly reminded me of what we are building. It is not about building another agency. It is about building the agency we believe should exist, and that takes courage. Some will say that courage is the absence of doubt. I believe that courage is deciding that doubt will not determine your direction.
You will never feel completely ready. Start anyway.
Stay true to your values and know your numbers as well as you know your craft. Creativity may win attention, but cash flow, pricing, contracts and commercial discipline build a sustainable business. Build strong relationships, choose partners carefully and never discount the value of your experience.
Most importantly, do not leave an established agency only to build a smaller version of it. Build the Agency you always wished existed. Your difference is your advantage.
