Capel Group launches global collective of independent agencies

A new consultancy model is entering the global marketing and communications landscape, with the launch of Capel Group, a founder-led collective uniting independent agencies across Australia, Asia, the UK and the Middle East, with US expansion planned for later this year.

Capel Group positions itself as a global collective rather than a traditional holding company, bringing together founder-led agencies under a shared operating and financial alignment model, while allowing agencies to retain their individual brands and leadership structures.

According to Capel Group, the collective brings together more than 200 people across 14 offices worldwide and is designed to “redefine how marketing, communications and design thrive in a decentralised world”.

The model centres on founder access and long-term stability, with Capel Group arguing that clients increasingly want direct engagement with senior leadership rather than centralised delivery models.

“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,” said Jonathan Cummings, executive chairman of Capel Group.

In addition to its agency network, Capel Group has launched two centralised offerings: The Capel Consultancy, bringing together specialist advisors across employer brand, sustainability, sport and retail, and The Capel Academy, focused on talent development, learning and mobility across the network.

Brisbane-based LCC Group is the first Australian agency to join Capel Group, marking the group’s entry into the Australian market.

“We are delighted to be offering the connectivity of the Capel Group to our Australian clients,” LCC Group founder Laura Campion, said. “The same offerings, fresh ideas and relationship management provided by our existing founder-led model but now supplemented by access to over 200 talented industry practitioners across 14 global offices.”

Capel Group said its eight founding agencies will retain their existing brands, with further expansion planned across the Americas and Europe in 2026.

While the group describes itself as financially aligned, it has not yet clarified whether agencies have been acquired or whether Capel Group operates as a looser collective structure - a distinction likely to draw close attention as the model evolves.