In 2009 Michael founded award-winning agency Impero as an innovative, risk-taking digital, creative agency. Designed to do one thing and one thing only – return tired brands to ‘Fame & Glory’.
First founded in London, Impero has now expanded into Latin America with its second office in Buenos Aires.
Michael fundamentally believes much of what brands are doing in the digital sphere is wasteful because they’ve been blindsided by vanity metrics. At Impero, they harness the power of digital to grow brands with a consumer-centric approach, leaving the competition to waste their money chasing measurements and engagement rates.
Michael is also the founder and director for the UK’s first dedicated LIVE social content agency, Live & Wired. Set up in April 2017, the agency ideates and produces live social content to create ideas that consumers want to engage with.
Originally from New Zealand, Michael created his first online startup as a teenager; New Zealand’s largest online dining guide (Menus.co.nz) and later Australasia’s most visited movie publication (Flicks.com.au), both of which were acquired before Michael set up Impero.
Michael is available to deliver his acclaimed keynote ‘Making Branded Content People Will Actually Care About’.
With 4.6 billion pieces of content produced daily, by consumers, brands, and everyone in between, it has become a necessity to understand what makes fundamentally great content, that lands with our respective audience, builds brand equity, and ultimately shifts the dial in terms of business sales. In his usual abrasive style, Michael explores the three fundamental points of interactive content and what engages users online that so many brands miss.
Michael is also available to deliver various other keynotes, such as ‘Engaging Gen-Z: How To Win With The Next Generation Of Consumers’. Should you market to Gen-Z differently than Millennials? Michael will talk you through his thinking on the type of content that engages new, younger audiences, He will also share three ways that any brand can start to become more visual and appeal to the next generation of consumers.