Matthew Miller
Oct 29, 2013

Former TBWA ECD and brand marketer partner to take 'One Small Step'

AUSTRALIA - James Procter, most recently ECD at TBWA in Hong Kong, has teamed up with former Fonterra and Cadbury brand marketer John Williams to found One Small Step Collective in Melbourne.

Former TBWA ECD and brand marketer partner to take 'One Small Step'

Procter (pictured below) spent 11 months at TBWA in Hong Kong before returning to Australia for personal reasons in April. Prior to that he had stints at Ogilvy & Mather and Y&R in Singapore. 

True to the "Collective" moniker, the men said the agency, founded in July, will build ad hoc teams to tackle client challenges. 

"Our model is built around tapping into outstanding talent as and when the client's needs demand," Williams, the agency's managing director, told Campaign Asia-Pacific via email. "We build the team specifically for the client challenge rather than filling a big agency full of people and hoping the right people are free at the right time."

As additional differentiators, Williams pointed to a willingness to look beyond marketing for a deeper understanding of clients' issues and an investment in proprietary software to measure brand performance in real time. Rather than a delivery of "cold data" the agency will provide analysis and recommendations for next steps, he added.

"We currently have a handful of exciting clients that operate in the FMCG, sporting and services Industries," Williams said. "For each of these clients we play a different role from developing and managing an integrated campaign to providing a creative mentoring role to the internal team."

The agency expects to make a few official client announcements soon, he added. 

One Small Step is also "open to discussion" about performance-based compensation. "We just think this makes sense," Williams said. "This gives us ‘skin’ in the game and for us it shows commitment to where the client is going."

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