The group seeks to support brands with deep industry knowledge and the scale of a worldwide network, while also providing talent with opportunities for career development and global mobility. By focusing exclusively on founder-led agencies, Capel Group allows clients to work directly with experienced core teams, fostering more enduring and collaborative partnerships.

Capel Group also introduces two key initiatives: The Capel Consultancy, which brings together industry advisors in areas such as employer branding, sustainability, sport, and retail; and The Capel Academy, a learning and development hub designed to drive continuous talent growth and position the group at the forefront of industry innovation.

For clients, Capel Group offers access to stable senior teams and vibrant agency cultures, with services spanning brand strategy, digital marketing, corporate communications, and experience design. The Capel Consultancy adds an additional layer of strategic expertise, while a single global contact point simplifies engagement across the network.

For agency talent, the group preserves the entrepreneurial spirit of each independent agency while providing structured development, exposure to global clients, and growth opportunities through The Capel Academy.

Launched on 12 January 2026, the Capel Group comprises Keane (Birmingham & Dubai, hospitality consultancy and creative studio), LCC Group (Brisbane, brand and marketing agency), Thirty30 (Hong Kong, creative agency), Eat Creative (Tokyo & Hong Kong, brand design and communications), Carbon (London, Hong Kong, Singapore & Beijing, creative agency), and Paradigm Consulting (London & Hong Kong, communications consultancy). The collective also includes specialist consultancies Reputation Works and Extal Consulting.

Chris Owen, CEO of Thirty30, commented, “Joining Capel Group, with its network of more than 200 talented individuals across 14 global offices, allows us to remain independent while extending the depth of our capability for clients.”

“It connects our team with an exceptional network of specialist agencies and senior expertise. Our founder-led model with investment in The Capel Academy guarantees client partnerships with the industry’s most dedicated and relevant experts. Our people are empowered to do the best work of their careers in order to shape tomorrow’s successes together. For us partner agencies, they retain fresh thinking and independence, backed by global support, reach and extended skillsets. It’s the best of both worlds for us and our clients,” he added. 

The eight founding agencies will retain their established brands across a range of disciplines. The group has plans for expansion in the Americas and Europe in 2026 and is preparing for entry into the US market later this year.

Jonathan Cummings, executive chairman of Capel Group, said, “The market needs a forward-thinking model, one that combines the passion and expertise of independent agencies with a global network’s strategic reach and depth. Our ‘Collective Advantage. ‘Unlocked’ heralds a future where passion and individual insight combine to fuel transformation and compelling solutions for clients.” 

He added, “By curating a group that offers unrivalled expertise and a proven track record of value creation for clients, underpinned by what will become an industry-leading development model – The Capel Group is set to take a pioneering role in the industry.” 

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