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.

taplio