James Procter teams with John Williams to take One Small Step for an agency in Melbourne
Six months after departing the Executive Creative Director role at TBWA\Hong Kong to return to Australia, James Procter has teamed with ex client at Cadbury and Fonterra John Williams to launch a new kind of agency called One Small Step Collective, based in Melbourne which aims to provide bespoke solutions to client challenges.
Williams told CB: “We think a lot of clients are demanding a more adaptable and nimble approach. They really just want to engage with people that add value not a structure. For us the equation was simple, Consumers have changed, business has changed and we think it’s time that agencies presented a different model based on the needs of modern business.”
The working experience of the two partners allows them to cover a lot of space – from client side and packaging and design through to branding, advertising and digital content.
“We love being generalists,” says Procter (left). “Sure, experience shows we cover a lot of ground and we all have our expertise but being broad allows us to have bigger conversations with our clients. We find opening this up leads to interesting and unexpected solutions.
“I guess for us, it’s easy to just whinge and whine about the state of the industry and we’re not saying we are THE answer. We are just providing an alternative voice.”
Before TBWA\ Procter was ECD at Ogilvy Singapore. Procter started his career at Clemenger BBDO, Melbourne and went on to become ECD at GPY&R Sydney before moving to Y&R Singapore four years ago. He subsequently joined O&M Singapore for 12 months before leaving in July 2012.
10 Comments
3 agencies in 3 years-that’s what I call ‘nimble’.
honestly, Melbourne could do with some more good agencies.
But your model isn’t new or fresh or anything that hasn’t been done before. If the press release is an accurate representation, this is a classic independent start-up model, nothing more nothing less.
bespoke solutions to client problems = originating ideas for clients, which is something we all do all the time.
nimble and flexible = small hungry agency.
Nothing new here. But nothing wrong with that though.
Sadly, Asia wasn’t your cup of tea. It’s not for a lot of people. But now you’re back where you belong. Good luck.
I have worked with James in the past. It will be interesting to see how he goes.
So a couple of blokes who don’t have a job join forces to say they are available to do work when they get a client.
Good luck I suppose.
Real Story,
I don’t know either of these cats, but Jesus, why would you even bring fingers to keys to type that? You miserable, miserable person.
Real Story,
Pretty fair comment actually.
Nice of you to add: Good luck.
@ real story
Why don’t you tell us about your ‘real job’ and how much value you’re adding there to make you totally indespesible to your ‘real clients’?
Good luck One Small Step…..great to see people with the balls to back themselves in our game.
i wonder how fast these messages of ‘Good Luck’ will fade once these new kids on the block start eating their lunch by poaching their clients with more adaptable (cheaper) and nimble( faster) work?
Has Melbourne become such a matey ad town that new competition is so warmly embraced?
Everyone has balls. Not everyone has clients.
Not sure why my comment has a few of you revved up (not intended).
I know what it is like to be out of a job, and I tend to like to be pragmatic and clear about things.
Once again, all the best to James and John, I’m sure if their vision for things is right it will all work out well.