Capel Group

We've set out to build a new type of global agency network with a focus on unlocking the value and potential of independent agencies.

I'm most excited about the mutual ownership model that we believe aligns incentives, leaves agencies founders to keep doing what they do best and opens up a new growth engine that unlocks the potential of their talent.

Chief Operations Officer

Butter - A Shopify Partner Agency

Working with e-commerce merchants across APAC / Hong Kong on their Shopify Plus strategy. 

Butter has been recognised as a Shopify Plus level partner - giving us access to the best of Shopify in the region, as well as a nice reward for the team to be recognised for their expertise on the platform.

Our expertise lies in:
- Migrating e-commerce merchants to the Shopify Plus platform.
- Geo-expansion of Shopify Plus stores to new markets, complete with localisation.
- Optimisation of Shopify stores with best in class UI/UX and Shopify web development.

Founder

NYU Stern School of Business

Spring Exchange Semester at NYU Stern studying full time. Subjects include: Valuation, Entrepreneurial Finance, Managing Growing Companies and Brand Strategy.

MBA Candidate (Full Time - Exchange)

OMD APAC

- APAC Lead for Nissan Motor Co.
- APAC Lead for Hasbro, Inc. 
- Key member of OMD's regional pitch team.

OMD is part of the Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries.

Regional Business Director - APAC

The Economist

Asia's Acquisition Team lead, with P&L responsibilities. 

Tasked with developing regional digital innovation strategies and pilot digital programs for China and the region.

APAC Digital Marketing Lead

UM Worldwide

Global Digital Media lead for the Cathay Pacific Central Team.

Cathay Pacific Airways (HKG:0293):  Cathay Pacific, Dragonair (now Cathay Dragon), Asia Miles plus Cathay Pacific & Dragonair Holidays.

Global Digital Media Director

Responsible for digital strategy and execution across the Melbourne office. 

Main Clients: 
- Coles Group (ASX:WES): Coles Supermarkets, Coles Online, Coles Insurance, FlyBuys, Liquorland, Vintage Cellars and Coles Group & Myer Gift Cards. 
- Origin Energy (ASX:ORG)
- L'Oreal Group (EPA:OR): L'Oreal Paris, Garnier & Maybelline New York

Digital Strategist 

Agency Managing Partner | Client Leadership, Digital Experience, E-Commerce | I help large brands implement complex digital projects & platforms

With over 15 years of senior leadership experience in both global and independent agencies, I’ve developed a unique skill set that combines paid media expertise, technology implementation, plus strategic business and client leadership. 

I have worked at a regional level across APAC, managing complex businesses and navigating the needs of diverse stakeholders, including C-suite executives and multinational brands.

My experience spans the entire digital ecosystem, from leading large-scale, integrated media campaigns to overseeing the end-to-end implementation of sophisticated digital commerce platforms. 

I have:
- Managed $50M+ in media budgets, optimizing performance marketing strategies to drive growth across APAC
- Led cross-functional teams to deliver large-scale digital commerce solutions, integrating platforms like Shopify and Magento
- Collaborated with senior stakeholders, including C-suite executives, to align media and digital strategies with business objectives
- Delivered measurable results for multinational brands like Cathay Pacific, Nissan Motor Co., and Hasbro, managing complex, multi-market media operations

This combination of senior-level stakeholder management, hands-on platform integration, and deep expertise in digital marketing allows me to drive growth and innovation for large, complex organizations across the APAC region.

"Working with Michael and team was a game-changer for our digital project - providing a quality product that has driven our business to new levels.”  Sam Cooper, CEO - CCW Global

"Michael is vested in our success and his team's cutting edge approach allowed us to unlock our customer acquisition." - Oliver Rust, Head of Product - Truflation

I have worked with leading brands at a senior stakeholder level, including Nissan, Apple, Cathay Pacific, Carlsberg, Estee Lauder Companies, Hasbro, FedEx, MetLife, Tai Ping Carpets, and more.

Michael Ashton

Matt Barker

I make posting on LinkedIn fast, easy and fun. $3M+ revenue driven. 75M+ impressions. 250k+ followers.

I help you grow on LinkedIn using fast, easy and fun to write posts.

Results:

- 50+ clients helped since January 2022
- 2,500+ customers served
- £70k 4 day course launch (The Digital Copywriter)
- 2 x £100k+ digital products launched
- $3M+ in new client revenue driven
- 75M+ organic social views earned
- 200k+ LinkedIn followers gained
- 10,000+ LinkedIn posts created
- 13,000+ email subscribers driven

If you'd like to work together on growing:

- Your LinkedIn profile
- Your team's LinkedIn profile
- Your brand's LinkedIn profile

And growing in a way that is fast, easy and fun to do?

Just DM me so we can discuss how I can help you do that.

Writer

Join 11,000+ readers who get daily tips on attracting dream clients online with digital copywriting.

In 2022 it was selfies.
In 2023 it was carousels.
In 2024 it was infographics.

In 2025 it was being human.

My most engaged posts from 2025, had hooks like:

- "My 1st LinkedIn post got 22 likes."
- "I'm 32. English. Married. I run a one man writing business."
- "I'm a simple guy. I don't need to:"

Weird to say that "being human" was a way to win.

But there's SO many people on LinkedIn that write posts like their manager or high school English teacher is breathing down their neck.

No matter the "way to win". Selfies, carousels, infographics.

They're all nothing unless you figure out human writing.

5 bits of writing advice for you:

1. Remove the stick from your butt
2. Stop thinking everyone's watching you
3. Write from your Lived Experience
4. Don't rely on ChatGPT to write for you
5. Use tools to accelerate your writing / creativity

Learn. Writing.

Not sure where to start?

I (conveniently) put together a 30 page book on building a LinkedIn audience for you here: https://lnkd.in/eJvYp7wa

It's totally free.

Matt Barker 

Fast, Easy & Fun LinkedIn Writing. Advisor @ magicpost.in. LinkedIn Writing & Growth Advisor.

I said this 1 year ago today. But I still stand by it:

Writing online is THE best confidence hack.

4 years ago I was too scared to go put a business card in a cafe.

(not even lying. ask my wife 😂)

Today I teach ex-Morgan Stanley C-suites, Amazon leaders and 7 figure business founders to write on LinkedIn.

I write on LinkedIn every single day.

Here’s 13 benefits of writing on LinkedIn that you probably wouldn't ever think of, but make a MASSIVE difference to your confidence:

1. You get better at writing → the more you write the easier it gets to say what you really think.

2. You find your voice → writing helps you figure out how YOU like to share ideas.

3. People see your skills → sharing what you know shows others that you’re good at something (aka self promotion).

4. You build a good habit → writing teaches you to stick with something and builds discipline.

5. You see that your ideas matter → when people like or comment on your posts, it reminds you that what you say is actually worth something.

6. You get stronger inside → sharing your thoughts and getting bad/negative feedback builds thick skin.

7. You stop worrying about what people think → the more you write, the less you care about being judged, super freeing.

8. You find your people → writing online helps you meet others who care about the same things you do.

9. Cool things can happen → your posts could lead to new jobs, clients, friends and other exciting chances.

10. You get more creative → writing helps you think of new ideas and look at things in fresh ways.

11. You see how far you’ve come → over time, you’ll notice how much better your writing and ideas have gotten.

12. You learn more about yourself → writing helps you process your thoughts and what you really think of things.

13. You feel good about helping others → your posts might inspire or teach someone else and that is an awesome thing.

Write.

Watch yourself become a more confident person.

✌️

Wanna grow your confidence and write on LinkedIn?

I'll show ya. 

I put together this 4 hour training course for you here: https://lnkd.in/ekj8PEhs

But I'm closing it today. 

So if you wanna improve your writing / grow your confidence?

Get on it!

I started this year in a FULL panic:

- i cancelled retainers with clients
- procrastinating on starting new projects
- classic new year starting from zero again

It was a very shitty feeling, ngl.

But I'm proud to be ending this year strong:

- biggest revenue month of 2025 in november
- black friday was a good'un and very stress free
- i'm back learning armenian + taking padel lessons
- my writing is consistent and still SO fun

Going into 2026 with confidence.

If you're NOT going into 2026 with confidence, though?

My advice (after my early year meltdown this year):

It's a long long LONG 12 months.

- take a breather
- regroup yourself
- trust your own abilities

You got it :) 

(this is basically advice to my old self lol)

p.s. if growing your linkedin audience is a priority for 2026, try this: https://lnkd.in/eJvYp7wa

December on LinkedIn, eh?

- it's a tough month to grow on LinkedIn
- the vibe's weird because it's holiday szn
- i feel warm and fuzzy and want mince pies

It's a weird month to be posting.

But that's not to say:

- you can't grow
- you can't get impressions
- you should stop posting all together

If you spent the year building momentum?

Be a shame to lose it.

So, when I sat down last Monday to write my first week of December posts, I thought:

"Why not record this and create a free training from it?"

And that, I did.

I've written 581 posts on LinkedIn this year.

That's more posts than days. Yes. I'm a psycho.

Here's the free training for you: https://lnkd.in/evvwVJ8M

Keep posting and end your 2025 STRONG.

After 4 years writing on LinkedIn, I know:

Being 100% original, all the time, is HARD.

- feels like everything already exists
- why listen to me when it’s been said before?
- i’m not creative ALL the time
- my own ideas don’t work as well as other writers’

So I’ll let you in on a little secret.

I’m not 100% original all the time.

Because writing that already worked, is already proven.

So the best strategy is:

Do more of what worked.

Here’s my exact 15 step process to keep writing banger post after banger post and keep getting more LinkedIn post engagement (without needing to be 100% original every time):

1. Go to magicpost.in
2. Go to Metrics
3. Select last 30 days
4. Sort by likes
5. Click on a post
6. Click Save as template
7. Go to New post
8. Select Template mode
9. Find the template you saved
10. Click Use this template
11. Select Close similarity
12. Write an opinionated subject, 5-10 sentences
13. Click Generate a post
14. Tweak and edit to make it ‘you’
15. Schedule to post

This process MASSIVELY increases my odds of hitting another big post.

And I don’t need to be 100% original.

I just need to do more of what works.

But now it’s your turn.

You should try this with magicpost.in if you’re:

- A ghostwriter wanting to grow your client’s profile
- A solopreneur wanting to get more engagement
- An employee wanting to quickly write + post content
- A consultant wanting to scale your LinkedIn posts

Or if you’re struggling for engagement on your LinkedIn posts.

(because who isn’t in 2025, eh?)

Re-use your best posts → get more engagement, faster.

How to Quickly Write Banger LinkedIn Posts

I wrote 7 LinkedIn posts in 1.5 hours this morning.

10am to 11:30am. Here's how I did it step by step:

1. Sat for about 30 minutes writing and deleting
2. Started looking back at old posts for inspiration
3. Find a winner from 2024 I liked the look of
4. Re-wrote it to match my core message now
5. Scheduled it in magicpost.in to post on LinkedIn

Funny because that first 30 mins sounds like a waste.

But it's that 30 mins of screwing around that leads to:

- finding a process that works
- settling in creatively
- writing freely and writing quickly

My writing lesson to you today:

DON'T give up writing after 15 or 30 mins of nothing.

You gotta plow through that shitty bit at the start.

That's what unlocks the writing goodness!

✌️

Wanna unlock some of your writing goodness?

I put together this 30 page book for ya: https://lnkd.in/eJvYp7wa

Hope it helps you write + grow your audience :)

2 weeks ago, two of my clients met up in real life.

I didn't stage the meet up. They did it themselves.

One of them lives in Bangkok.

The other was passing through Bangkok on business.

They'd met through working with me and so they decided to meet up for a drink.

How cool is that?

I never really imagined the work I do and the people I work with facilitating people actually meeting and networking in real life.

But that's such a cool little side outcome.

Lesson for ya:

Do work that brings people together.

Not only are you helping your clients get an outcome.

You're facilitating new relationships.

How cool is that?!

✌️

Big shout out to Jimmy Lai and Benjamin Hies. What a coupla great dudes. A proper pleasure to be able to work with legends like this 😎

It's Monday 1st December 11:10am as I write this. I'm writing my week of LinkedIn posts in one go, as I normally do. But I'm noticing a theme:

I'm in 'recap' mode.

- it's december now
- it feels like the year's closing in
- i'm feeling reminiscent of the year

It feels really easy to write 'recap' style posts.

Here's where my mind has been going, things like:

- how i started the year vs how i'm ending it
- what was important this year
- what i enjoyed the most this year
- what i love about what i do

Felt very easy to write.

So if you're stuck for what to write on LinkedIn today:

Go in 'recap' mode.

- think about your year
- what was good
- what was shitty

It's nice, fun, easy.

✌️

Wanna grow your LinkedIn in 2026?

I wrote this free book for you: https://lnkd.in/eJvYp7wa

Enjoy.

p.s. i wrote and scheduled this in magicpost.in on Monday.

It's exactly 1 month 'till Christmas.

That means it's basically 1 month until:

2026. 

What. The. FOOK. Year's flown by. As it always does.

But one thing you may have on your list for Santa this year is:

Grow your LinkedIn.

That's great. Until you remember that you can't do this:

Stay consistent.

- can't post consistently
- can't think of ideas consistently
- can't create a system to do it consistently

It's the number 1 problem, hands down.

I've been a total psycho and posted on LinkedIn for 4 years.

- 2,300+ posts
- 60M+ impressions
- 185,000+ followers

It's been a ride.

I now am able to post 2 x per day and do it all in just one day of the week.

So the rest of the week I focus on my health, making money and life.

Today, on a live & FREE LinkedIn Live, I'll show you how I:

1. Plan my LinkedIn posts
2. Write my LinkedIn posts
3. Schedule my LinkedIn posts

...for a whole week, in less than 2 hours.

It's at 4pm UK time, TODAY.

Last chance to grab a seat here: https://lnkd.in/e_iRRvXH

(542 people are joining so far, don't miss out)

Plus, I have a gift for everyone who joins me on the Live.

So make sure you join and hang about to the end to get it.

✌️

My LinkedIn posts started getting more impressions when I:

Had fun writing them.

But most people avoid posting all together.

Because they think LinkedIn is "serious."

Here's what changed everything for me:

1. I stopped writing for everyone
2. I wrote like I talk
3. I shared what I actually think
4. I stopped overthinking every word
5. I wrote from my Lived Experience
6. I let my personality show

Now, this ain't easy. 

But if you're still stuck in that LinkedIn is "serious" thinking?

I put together 4+ hours of training on:

- Writing hooks that attract the right audience
- Storytelling that isn't cringe or embarassing
- Getting more clicks on your links in posts

(there's a nuance to that last one)

17 lessons. 6 modules. 

But these trainings are a BF special.

Only available to the internet until Tuesday.

After that they'll disappear, only for my clients.

It's here: https://lnkd.in/ekj8PEhs

Happy writing!

taplio

The Battle

Michael Ashton

Matt Barker

Followers

Posts

Engagements

Likes

Performance ScoreMatt Barker's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Michael Ashton

Matt Barker

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Matt Barker's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMatt Barker's LinkedIn Performance