About me

In 2009 Michael founded award-winning agency Impero as an innovative, risk-taking creative agency. Designed to do one thing and one thing only: make tired brands famous again.

First founded in London, Impero has now expanded into Latin America with its second office in Buenos Aires.

Impero aims to represent a new breed of creative agency: independent, made up of digital natives and with a culture that reflects the world around us. Boasting a 77% female workforce and 100% gender pay parity, with six out of seven of its departments run by women, Impero believes in honesty, transparency and meritocracy at all times.

Equally, in a sector obsessed with data and vanity metrics, Impero believes in the value of technology and data only when it is used to create real work real people really see, that penetrates culture and shows tangible benefits for brands and their customers.

Michael has become an industry thought leader on themes including 'making branded content people will actually care about' and 'Engaging Gen Z: how to engage the next generation of consumers'.

Beyond Impero, 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) and later Australasia's most visited movie publication (Flicks), both of which were acquired before Michael set up Impero.


Advertising, Brand / Logo Design, Branding, Creative Direction, Digital Marketing, Digital Strategy, Social Media

Sector Experience

drinks, Fashion, FMCG, Food & Beverages, spirits, Travel


DADI Agency of the Year Award, The Drum Design Agency of the Year, UK Agency Awards (B2C Agency of the Year and Design Agency of the Year), World Beverage Innovation Awards


Beefeater Gin, For Goodness Shakes, General Mills, Havana Club, Kerry Foods, Kingston Technology, Martell, Pernod Ricard, Ugg

Trade Associations

Advertising Association, Marketing Agencies Action Group MAAG

Currently No Recommendations
Top 100 Influencer of the Year 2019Influencer of the Year Annual 2019 JudgeEmerging Agency of the Year
Top 25 Company Director Project featured:Impero Create Chivas Regal Chinese NBA Ads
on 22nd March 2018
Project featured:For Goodness Shakes Brand Relaunch and First Social Campaign Shakes Things Up for the Brand
on 29th May 2018
Project featured:BBC Top Gear: Injecting a Little Personality into The Stig
on 22nd February 2019
Project featured:Beefeater London Dry Gin Social Animations
on 22nd February 2019
Project featured:Lindt Excellence Social Content
on 22nd February 2019
Project featured:7Up ‘RefresCosas’, the stop motion social campaign by Impero, Buenos Aires
on 22nd February 2019
Project featured:Richmond Sausages Celebrate the Nation’s Favourite Workforces
on 22nd February 2019
Project featured:Beefeater Brand World
on 22nd February 2019
Project featured:Beefeater Pink
on 22nd February 2019
Project featured:Trump's Xmas Meltdown: Save the Polar Bears
on 22nd February 2019
Project featured:Creativepool: CONNECT 2017
on 22nd February 2019
Project featured:The F*cking Tube Strike
on 18th April 2019
Project featured:Pink Your Senses
on 9th September 2019
Project featured:Martell Drinking Strategy
on 23rd July 2020
Project featured:#UGGLife
on 29th July 2020
Tagged Job Titles
Perm, Freelance, Temp-Perm, Part time, Remote
Skill Level
Creativepool member since 14 February 2018