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

Bizink

Websites and digital marketing for accountants and bookkeepers. Trusted by over 500 firms worldwide.

Founder & CEO

CCH Collaborative Solutions

Marketing and sales of software products for accountants.

Business Development Manager

Acclipse

- Product manager for Acclipse Web Manager, a website content management system used by over 1200 clients worldwide
- Product manager for Acclipse Secure Client Manager, a secure client portal
- Manager of the web design and product team

Web Division Manager

Online Business Consultant

Freelance consultant providing online marketing and web development services to a range of businesses. Clients included:
- Crystal Clear Skincare, leading skincare brand (www.crystalclear.co.uk)
- Chester Races, world's oldest racecourse (www.chester-races.co.uk)
- Liverpool 08, managed websites and online marketing for Liverpool City Council during the year it was European Capital of Culture

Bigbluetube Ltd

Managing Director

I'm the founder and CEO at Bizink. We help busy accountants or bookkeepers grow by improving their marketing.

We do that with high-performance websites, engaging content and modern marketing tools. Everything we do is built for accountants and bookkeepers and streamlined so they can run their practices in the knowledge their online marketing is in safe hands.

I'm based in the South Island of New Zealand but the Bizink team is global. We power the marketing of accountants and bookkeepers in Australia, Canada, New Zealand the USA and the UK plus a few places in-between!

I love working with accountants and bookkeepers because of their vital role in business and the economy. Sitting at the intersection of business and technology is an amazing place to be right now.

Matt Wilkinson

Accountants - is this a better word for “advisory”?


I am into my 16th year working with accountants. “Advisory” has been omnipresent yet ill defined.

Ask 100 accountants to define advisory and you would get 100 different answers.

Advisory is often set up as the opposite of compliance. Usually followed by “AI and automation will kill compliance next year”. 

Whether you believe that or not (compliance is never going away in my opinion) it’s a problem for anyone trying to sell advisory if nobody can agree on exactly what it is.

I have just finished a book called The Business of Expertise by David C. Baker. While I came across David’s work via an accountant (thanks Nikole Mackenzie) I have never heard him mentioned in accounting circles. 

Which is a shame as he is an original thinker and excellent writer combining hard-nosed commerciality with humour and humanity.

He talks about “expertise” which is much superior to “advisory” in my opinion.

You can get advice anywhere. Scroll up and down here and within seconds, and suffer a deluge of unsolicited advice on everything from business through diet and politics. Dunning Kruger in full effect.

Expertise - that’s different. Only experts have it and it’s borne from experience.

Expertise doesn’t suggest the same value judgments (business owners don’t care about compliance) or false oppositions (either/or, past vs future, automation vs insight) implicit in the way most people use “advisory” in accounting.

I have met accounting experts on the most niche tax topics through those that are basically business coaches. All experts, all valuable.

The only issue with the word for me is we seem to have a glut of “experts” as per my LinkedIn scroll test above. My subjective belief is that “expert” is a bestowed moniker. But this is mitigated by “expertise” describing the skills more than the person.

I still think it’s apt for the people I work with.

What do you think of “expertise” as an alternative to “advisory”?

p.s. Check out David’s book. As a marketer I particularly recommend the chapters on positioning

Marketing for accountants, lawyers and professional service firms & vendors

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