Our team

Ground Control is the data and technology arm of One Small Step Collective, a data-driven creative agency.

See the profiles of the three founders. 

Phil Zohrab


The Ground Control team is led by Phil Zohrab, an industry veteran with over 20 years’ experience in using data to achieve business outcomes.

Formerly Chief Data Officer at Dentsu Aegis Network, and with leadership roles at performance agencies iProspect and Performics, he knows a thing or two about data, analytics and consumer insights through working on some of the largest and most sophisticated marketers around. Phil has carved out a niche as being an accessible expert in technology for media and marketing.


James Procter


James has been involved in the Australian and Asian advertising industries for over 20 years. During that time, has helped transform big multinationals like Ogilvy and George Patterson Y&R, leading the creative product as the Executive Creative Director. Throughout his career, James has delivered campaigns on a diverse client list including well-known consumer brands like Coca-Cola, adidas, Virgin Australia, Clarks, MRV, Nestle, Stihl. and the Traffic Accident Commission (TAC).

Along the way, he’s had success at numerous creative award shows from Cannes Lions to The One Show but more importantly, the work delivered has been recognised as effective in building business and brands.

John Williams


John has spent much of his working life in marketing and strategy departments on the client side for large corporations including Coles, Kraft, Cadbury, and Detpak. He has also lead the business at research agency Synovate and creative design agency Disegno, before founding One Small Step Collective in 2013. John has worked on a lot of public campaigns, the most recent was when he led the delivery of the successful Green Army campaign.

John’s core passion is ensuring consumer insights are leveraged to develop the right business, brand and creatives strategies that engage consumers. He loves campaigns that result in action and ultimately, help people make better decisions.

Interested in meeting a member of the Ground Control team?

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