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Former TBWA Hong Kong ECD James Proctor launches own agency

James ProctorThe former executive creative director of TBWA Hong Kong has set up his own agency in Melbourne.

James Proctor, who was ECD at TBWA HK for 11 months before leaving in April, has launched the agency One Small Step Collective.

He takes on the role of founder and creative director, and teams up with John Williams, a former client marketer who will be managing director.

In a summary of his agency on his LinkedIn profile, Proctor writes: Business has changed. Consumers have changed. Communication has changed. But Agencies still have the same model that was built in the 50’s.”

“We believe a new model is required. We’re a branding and communications company that’s built for today. We still do the things that most advertising agencies do, we just do them differently.”

“Using technology and experience, our offering is based on different fundamentals- flexibility, creativity, speed and value. We have taken the step that we would recommend to all modern business – be nimble, be adaptable and build yourself around your customers,” he said.

During a three-year stint in Asia, Proctor was chief creative officer of Y&R Singapore and ECD of Ogilvy Singapore before joining TBWA in August 2012.

Proctor was recently replaced at TBWA Hong Kong by Sami Thessman, who moved from the network’s Helsinki office.

A hotel concierge by training, Proctor started out in advertising as a copywriter in 1998 at Clemenger BBDO Melbourne, where he spent the first eight years of his career.

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